Setting Your Goal: A Roadmap to Success

9. Project your sales by product, circulation plan and list productivity.

10. Refine, adjust, compromise various components of these steps. Then project sales again until a reasonable plan emerges that looks capable of achieving the target sales goal for the campaign.

As each of the aforementioned steps progresses, marketing and merchandising enhance the result of the other through ongoing communication, bouncing ideas and preliminary conclusions off one another. Each group is working toward the same goal, but with a different “set of lenses,” so this collaborative effort will bring concerns and opportunities to the fore that benefit the bottom line.