The third step in building your digital marketing strategy for your app, Software-as-a-Service (SaaS) or enterprise software is to identify goals and objectives.
You should have a broader perspective at the beginning. What do you want to accomplish? Is it category leadership? Increase user engagement for your website or app? Do you want to have more market share? Goals are usually long-term (3-5 years long), driven by your mission statements and business strategic objectives, and should be agreed on across-the-board.
Next, you need to identify SMART objectives for your digital marketing strategy. Specific, Measurable, Attainable, Realistic and Timebound. Also your, objective should be driven by your goals. Each objective must contribute to achieving a higher broader goal. Your objectives should not be too many. You want to end up with maybe 5 - 8 objectives for your entire digital marketing strategy.
In order to measure achieving those objectives, you should develop a digital marketing Performance Management System (PMS). Identify objectives, owner for achieving each, baseline, target, way of measurement, and frequency of measurement. For example, you have a broader goal to have category leadership for your mobile app (G.1). Objective number one (G.1.O.1.) is to achieve 100K downloads, and you're going to measure that monthly and Sarah is responsible for that. Another objective (G.1.O.2.) can be having 200 shares per post on social media, you will measure it weekly and John is responsible for it.
This way, you have all your of your goals, objectives, metrics and frequency of measurement in one place. This enables you to track your performance, have an effective marketing strategy and not losing track of your plan.