The SMART goal model is a well established goal setting system to double-check the plausibility of any potential business objective. SMART itself stands for: Specific, Measurable, Attainable, Relevant, and Time Oriented. We’ve provided an editable and printable SMART objectives template to go through before you implement your goal. Writing down goals is, after all, one of the big keys to remembering them.
First Area: SPECIFIC
This should focus on the questions of WHO/WHAT. This is where your target market, market research, buyer personas, and jobs to be done are used in correlation with the goal you set in marketing. In terms of the WHAT instead of the WHO, you can focus on topics such as traffic, revenue, conducting webinars, etc.
If your goal is to increase market share, what you should write in the SPECIFIC category of your SMART objective template is the geographic area you’re targeting, the product being sold, and the amount of growth obtained.
So, instead of increase market share, your specific goal becomes: increase market share by 20% in the United States for the new pro feature of our site.
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Second Area: MEASURABLE
This second area of the SMART objectives template focuses on the question of HOW you are going to obtain your goal. Measuring your goal is necessary to make it achievable so it actually gets done. Likewise, it helps set some standards for predictions.
If you already defined your goal specifically, then measuring it should be second nature. The step of measurement is to ensure that you set a good goal in the first segment.
Using our market share example, it’s measurable because you will increase market share by 20%, or you won’t. You can measure your progress as well and put it into a tool that measure results such as OKR software.
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Third Area: ATTAINABLE
This is a deceptively easy step for your SMART objective template. Making sure your goal is actually achievable and can be achieved within a set time limit is key. It’s okay if you don’t hit every aspect of your goal (Google aims for 70%), but not reaching the goal at all means you need to evaluate what makes a goal possible.
You may want to look back on past goals for this one to determine goal attainability. You just need to check that your numbers are possible. Increasing market share by 100% in a quarter is basically insane, for example. 20% is ambitious, but doable. If you do not reach your goal in time, if you use a similarly structured goal, you can decrease the number.
Fourth Area: RELEVANT
Alignment is a tricky topic to deal with, but it’s key in making sure your company remains focused. Whether your goal is being set at the company or personal level, it’s important to make sure that it aligns to the greater vision of the company to give meaning and direction to everyone’s day-to-day work. No matter how small the goal or initiative, if you’re setting it as a goal or initiative, it should align to larger company objectives on your SMART objective template.
Relevant deals with alignment, so you just need to make sure that your goal aligns with your company objectives at large. Don't set a goal if it has nothing to do with what your company wants to accomplish. So, if you want to increase market share, it's easy to tie that goal into any company aspiration related to growth.
Fifth Area: TIME-ORIENTED
This focuses on the WHEN. You need to have a set deadline for your goals, or you WILL procrastinate on them or get rid of them. There are generally four time-bound goal levels: lifetime goals, long term goals, short term goals, and stepping stone goals. Lifetime goals are set sparingly and are the only ones that may not have a time limit. Otherwise, you should only set long term (5-10 years), short term (a month to a year), and stepping stone goals (which can be set in a week or more and are goals to accomplish other goals).
This is pretty self explanatory. Make sure to set a deadline. For example, you can set your market share growth by 20% goal to be for the end of Q1.