Because of our diverse customer base, we have the pleasure of seeing SMART goals examples across nearly all industries and job functions. We also have broad exposure to SMART goals examples that span every job function and business size. This article provides a definition and introduction to the SMART goal setting methodology, along with SMART goals examples you might consider when thinking about setting goals for your business or team.
A brief history and definition of SMART Goals
When you subscribe to the SMART Goal Setting methodology, you place a premium on the five criteria of goal setting as outlined by George T. Doran in the 1981 issue of Management Review:
1. Specific – don’t be vague with your goals – really hone in on what you want to achieve.
2. Measurable – set goals with results that allow to quantify your success.
3. Attainable – make sure your goals are within reach given your resources.
4. Relevant – your goals need to directly align with the future you desire.
5. Time-based – place timing expectations on your goals so they aren’t open-ended.
The SMART criteria will help you set meaningful, business-impacting goals regardless of your industry, job-function, or business size. To learn more, explore our resource on SMART Goal Setting.
SMART Goals Examples – Sales
Sales represents the most common category of goals across businesses and organizations. If you run an advertising agency, you will want to set goals around increasing client bookings. If you’re a nonprofit organization, you will care deeply about funds raised through donations and programs.
When setting your sales and revenue related goals, you need to make sure they comply with every aspect of the SMART approach. Two SMART goals examples in this category:
1. Hit $1.5m in top line revenue from current customers this quarter.
2. Achieve a 60% workforce utilization rate this quarter by landing three new projects.
It’s important to note that each SMART goal can be supported by a series of other goals – a process known as “cascading” that enables you to focus the team on what matters most.
SMART Goals Examples – Marketing
Great marketing departments fuel the engine behind successful businesses by predictably acquiring leads, which then get nurtured and converted into customers. Marketing influences messaging and lead generation across digital and offline channels, and they craft our customer-facing voice. Two SMART goals examples for marketers include:
1. Complete the new product marketing suite this quarter, including website assets, brochures, documentation, landing pages, and sales presentations.
2. Generate 300 quarterly leads through inbound marketing efforts including SEO content production, thought-leadership pieces, and digital campaigns.
Not all goals are number-based. In the first marketing SMART goal example above, the goal is project-based with an expectation that it will be completed this quarter. It’s common to set project-based goals, where measurement is on a scale of 0 – 100 percent complete.
SMART Goals Examples – Customer Service
The customer service team keeps your customers happy, protects your recurring revenue, and helps grow your product footprint within current customer accounts. SMART goals for this category often span revenue, product, and service initiatives given their impact across many parts of the business. Two SMART goals examples for customer service include:
1. Achieve a 90% customer renewal rate this fiscal year through outstanding support and relationship building.
2. Close 30 customer tickets each week.
SMART Goals Examples – Product Development
The product team represents the soul of the company, as they turn vision into reality, develop offerings that generate revenue, and extend product functionality to help outpace competitors and keep customers happy. When you’re thinking about SMART goals for the product team, be sure to pay special attention to the “relevant” in SMART, as their efforts typically include around long development cycles, and the outcomes greatly impact the business. Here are a couple SMART goals examples for the product team:
1. Design and Build Version 2 by November 30th.
2. Add four new product features this quarter.
StatusPath is passionate about creating a modernized goal, objective, and status reporting system that delivers value across your entire company and saves you time. You can start setting SMART goals and tracking their status in just one minute.
SMART goals work great when they are clearly communicated to the team – so be vocal.
Engage the entire team when you’re setting SMART goals – this will improve your goal setting process and make people feel more ownership of the goals you set.
Study SMART goals examples from all industries – it helps the brainstorm process.
SMART goals have been around a long time because they work, but only when you adhere to each of the five criteria put forth by the methodology.
You and your team will get more done by being SMART about your goals!