Have you ever been around a young child and watched them discover with joy that pressing a button on their toy results in music or brightly colored lights? That child had no expectations. They did not know what would happen when they pressed that button, but they were very happy with the result. Fast forward to adulthood, and we very rarely go into any situation without any expectations. In fact, more often we experience the disappointment that comes when our expectations are not met. Whether your think about it often or not, the success of your brand and your marketing is a reflection of your customer’s expectations. What type of experience did they expect when they bought your product, ate at your restaurant, or used your service? And in what ways did you not meet, meet, or exceed those expectations? Adding customer expectations to your marketing metrics – and strategizing around who they are and what their expectations are – is one more way you can work towards exceeding your own sales and marketing expectations.