To connect marketing goals to business goals, what qualities must the goals share? Select two.

Marketing goals and business goals must share certain qualities to ensure that the marketing efforts support the broader objectives of the business. One of the most critical qualities is that both sets of goals should be measurable. This allows organizations to track progress, evaluate the effectiveness of strategies, and make informed decisions about adjustments or further investments. Measurable goals provide clarity and facilitate communication among team members and stakeholders, enhancing accountability and performance assessment.

The other quality relevant here is specificity, as it helps to focus efforts and clarify expectations. Specific goals outline clear objectives and provide a roadmap for achieving them, minimizing ambiguity, which can lead to misalignment between marketing and business initiatives.

While customer satisfaction is a significant metric for evaluating the impact of marketing on business, it is not a requirement for aligning marketing and business goals; companies can measure other aspects related to revenue, market share, or brand awareness instead. Additionally, having a timeline longer than one year is not necessary for both goals, as many businesses operate on shorter timeframes, especially when it comes to marketing initiatives.