Business goals describe the desired economic result, i.e. variables such as turnover, profit, margin or market share. Marketing goals are the upstream levers with which the economic goals can be influenced:

Penetration: How many households/buyers (more) in the target group do we reach?
Frequency: How much more often does the target group shop with us (shopping trips)?
Shopping cart: What is the target average purchase value per trip?

We deal with communication goals later in the briefing (see point 6.). They define the psychological goals to be influenced (awareness, image, satisfaction...); we look at them after illuminating the target group and target group insights.