What factors do you consider when setting campaign goals and objectives?

First and foremost, I prefer to define how we are going to measure success. What does success look like? It's helpful to define the overarching goal, but I recommend getting everyone on the same page at the inception of the campaign regarding how that goal will be measured.

You should also consider how long you'll run the campaign and whether that is a sufficient amount of time to gauge success. Furthermore, how will you track your pacing toward the goals of the campaign?

Lastly, I would suggest building in rituals around kickoffs and retrospectives so that everyone understands what worked and what didn't.