The goals you define for your company — both for your specific marketing initiatives as well as the higher arching goals you have for your company as a whole–set the tone. They communicate what’s priority, what you’d like to accomplish, and also what you’re going to be held accountable for.
For a product based company, a revenue goal may be to increase software subscriptions by 10%. For a services based company, perhaps one of your revenue goals would be to increase lead form inquiries by 10%. Here you’re identifying a specific goal that relates to the revenue increase you’d like to achieve with your efforts.
Brand goals are more difficult to measure but incredibly important to set, work towards, and track, nonetheless. Your company may want to set a specific brand goal to become known as the go-to expert in your industry for analytics software. Or perhaps you want to set some simple brand goals like growing a higher quality email list, getting more people to read your blog, or building a more quality following on social media.