What are SMART Goals? Examples and Templates

Unclear or too ambitious goals often need to be completed, even with solid potential for success. The SMART goals framework can help you turn vague intentions into specific, achievable goals. SMART is an acronym used to describe specific, measurable, attainable, relevant, and time-bound goals. In this article, we’ll dive into the importance of each element and how to incorporate them into your goals.

Setting goals is a foundational step toward any significant accomplishment. Teams that make clear commitments can accomplish wonders – from groundbreaking medical advancements to sustainable innovation or protecting our oceans. SMART goal setting gives you a structured way to visualize your desired outcome and create a roadmap. Let’s break down the acronym and see how it works.

What are SMART goals?

SMART goals transform lofty resolutions into a concrete plan of action. The acronym serves as a reminder of the crucial qualities your goal should have:

• Specific
• Measurable
• Achievable
• Relevant
• Time-bound

Each SMART goal should embody these five characteristics to maximize its chance of success and positively impact both individuals and the business. Let’s unpack each term and how to write compelling SMART goals.

SMART Goal Acronym

Although the SMART acronym has become ubiquitous in business, its earliest documented appearance is often attributed to George Doran’s 1981 paper, “There’s a S.M.A.R.T. way to write management goals and objectives.” Doran and his colleagues, Arthur Miller and James Cunningham, are widely recognized for this influential work.

In the “Objectives” section of the paper, Doran asks, “How do you write meaningful objectives?” He then proposes the following definitions for the SMART acronym:

• Specific – target a particular area for improvement.
• Measurable – quantify or at least suggest an indicator of progress.
• Assignable – specify who will do it.
• Realistic – state what results can realistically be achieved, given available resources.
• Time-related – specify when the result(s) can be achieved.

It’s interesting to note that some goals may not need to align with all five criteria, offering some flexibility within the framework. The central idea was to use this model as a benchmark for management excellence.

Here’s why SMART goals remain a powerful tool:

• Easy to Remember: The acronym is simple, intuitive, and facilitates easy adoption.
• Streamlined Goal-Setting: It provides a structured, practical approach to goal creation.

Now, let’s explore each part of the SMART acronym in detail and how to leverage it to set goals that support personal growth and business success.

S – Specific

Specific goals are clear and concise, avoiding vague targets. Specificity ensures that everyone involved shares a precise understanding of the desired outcome.

To ensure your goal in particular, consider the following:

• Be Detail-Oriented: Include essential details to remove ambiguity.
• Multiple Proofreaders: Have different people review your goal and try to interpret its meaning. If there’s a lack of consensus, your goal needs more specificity.

Excellent! Here’s the next section, focused on the “M” in SMART:

M – Measurable

Measurable goals integrate quantifiable targets that allow you to track progress. Goals based on opinions or subjective assessments can be challenging to track. Measurable goals offer the following:

• Defined Success: Measurement provides a clear, tangible metric for success.
• Progress Tracking: Track advancement and make adjustments if needed.

To determine how to incorporate measurement into your goals, consider these questions:

• Control: Do we directly influence the outcome of this goal?
• Clarity: Is the goal straightforward and actionable?
• Objectivity: Can we remove personal bias when measuring our progress?

Next, choose the key performance indicators (KPIs) that most accurately reflect the desired outcome of your goal. This guide to selecting KPIs can help you get started.

A – Achievable

Achievable goals are ambitious but grounded in reality. They consider your team’s unique strengths, expertise, and potential challenges. Setting overly lofty goals can demoralize, while too-easy goals won’t inspire growth. Striking the right balance is crucial.

To create ambitious but attainable goals:

• Start with a Big Picture: Envision the ideal outcome, brainstorming without limitations.
• Critical Review: After taking time to step back, return to your list with a critical eye, questioning constraints and identifying potential hurdles.
• Find the Sweet Spot: Look for a healthy level of challenge – a goal that stretches your team but remains within reach.

R – Relevant

Relevant goals align strategically with your organization’s mission, vision, and priorities.

Here’s how to ensure your SMART goals are also relevant:

• Mission & Vision Check: Review your company’s core purpose statements to get grounded in the big picture. Print or prominently display these statements for easy reference.
• Assess Business Alignment: Read recent business reports, memos, and communications outlining business goals. How do your SMART goals directly support these?
• Stay Focused on What Matters: It’s easy to become excited about new possibilities. However, prioritize ideas that clearly fit the company’s core goals.

Here’s the next section, focused on the “T” in SMART, along with some explanatory notes:

T – Time-Bound

Time-bound goals include specific deadlines or target dates for completion. Adding a time constraint imparts a sense of urgency and drives action.

Here’s why time constraints matter:

• Prioritization: Deadline-driven tasks often feel more important than those without a set end date.
• Clear Expectations: Timelines clarify timelines for stakeholders and improve cross-team communication.

Here’s how to add the time element to your goal:

• Set Realistic Timeframes: Analyze historical data or consult your team on how long the goal should realistically take to achieve.

Why are SMART goals important?

SMART goals offer a robust framework for turning ambitions into action. Here’s why they are essential:

• Clarity and Focus: They replace vague aspirations with clear targets, keeping you on track.
• Measurable Success: You can track progress and celebrate milestones with built-in metrics.
• Realistic and Achievable: SMART goals consider your resources and capabilities, promoting sustainable success.
• Prioritization: They help eliminate distractions and ensure your efforts align with what matters most.
• Accountability: Deadlines and clear objectives create a sense of urgency and a roadmap for success.

When goals are specific, measurable, achievable, relevant, and time-bound, you significantly increase your chances of success. These qualities are necessary for goals to avoid becoming abstract wishes, and your path to achieving them might become unclear, potentially leading to a loss of focus.

Do SMART goals work?

The short answer is yes when implemented thoughtfully.

• Research Supports It: Studies demonstrate higher goal achievement rates when people write down their goals, outline action plans, and share progress regularly.
• Real-World Data: Your survey results indicate that most people experienced tremendous success when using the SMART goals framework.

However, it’s vital to remember that SMART goals require careful planning. Unrealistic targets, overly ambitious timelines, or a lack of support and resources can derail progress. The true power of this framework comes from its flexibility and ability to adapt to your specific goals and circumstances.

Benefits of SMART Goals

SMART goals transform good intentions into decisive action. Here’s how they can benefit you and your team:

• Sharpened Focus: SMART goals combat distractions by simplifying priorities and pinpointing essential tasks.
• Boost Motivation: They create a sense of purpose, making work more meaningful for everyone involved and offering fresh challenges.
• Enhance Accountability: With clear expectations and measurable outcomes, SMART goals promote ownership and responsibility within your team.
• Strengthen Communication: Their inherent clarity eliminates guesswork, improving collaboration and knowledge sharing across teams and departments.
• Optimize Resources: SMART goals help identify bottlenecks and misaligned resources, allowing for better planning and efficiency.
• Stimulate Innovation: Contrary to popular belief, constraints can sometimes drive creativity. SMART goals provide a motivational challenge that inspires new approaches and problem-solving.
• Improve Performance: For managers, SMART goals create a framework for better performance reviews and employee development. For individuals, they offer measurable progress and opportunities to enhance skills.

SMART Goal Examples

Blog Traffic Goal

• Specific: Increase blog traffic by publishing eight posts weekly (up from five).
• Measurable: Target an 8% increase in blog traffic.
• Attainable: Traffic increased by 5% with a smaller publishing boost last month.
• Relevant: More blog traffic drives brand awareness and lead generation.
• Time-Bound: Achieve this by the end of the month.

Facebook Video Views Goal

• Specific: Boost average views on native videos by focusing on our five most popular topics.
• Measurable: Aim for a 25% increase in average views.
• Attainable: Average views increased by 20% when we made a similar content shift previously.
• Relevant: Growing our video audience strengthens social media presence and brand reach.
• Time-Bound: Target in six months.

Email Subscription Goal

• Specific: Increase email subscribers by boosting ad spend on blog posts with strong conversion rates.
• Measurable: Target a 50% increase in subscribers.
• Attainable: Subscriptions have increased by 40% in the past three months using this strategy.
• Relevant: More subscribers expand blog reach, brand awareness, and lead volume.
• Time-Bound: Achieve growth within three months.

Webinar Sign-Up Goal

• Specific: Drive webinar sign-ups through promotion on social media, email, our blog, and Facebook Messenger.
• Measurable: Aim for a 15% increase in registrations.
• Attainable: Our last webinar saw a 10% increase with less extensive promotion.
• Relevant: Webinar leads offer high conversion potential for sales.
• Time-Bound: Achieve this by the webinar date (June 1st).

Landing Page Performance Goal

• Specific: Improve landing page lead generation by switching to a two-column form design.
• Measurable: Target a 30% increase in lead conversion.
• Attainable: A/B testing showed two-column forms convert 27% better than our current design.
• Relevant: Optimizing landing pages directly increases qualified leads for sales.
• Time-Bound: See results within one year.

Link-Building Strategy Goal

• Specific: Boost organic traffic through a targeted link-building campaign.
• Measurable: Aim to acquire 40 backlinks to our homepage.
• Attainable: Existing partnerships and organic link growth make this goal realistic.
• Relevant: High-quality backlinks improve search ranking, driving more organic traffic.
• Time-Bound: Achieve this within four months.

Reduce Churn Rate Goal

• Specific: Reduce customer churn by 5% through proactive support.
• Measurable: Contact 30 at-risk customers weekly and assist five new customers daily during onboarding.
• Attainable: Recent product improvements and increased support capacity support this goal.
• Relevant: Lower churn protects revenue and reflects positively on service quality.
• Time-Bound: Achieve this reduction in 24 weeks.

Brand Affinity Goal

• Specific: Grow our podcast audience to establish thought leadership.
• Measurable: Target a 40% increase in average listener count.
• Attainable: Increased budget and cadence will allow for more engaging content.
• Relevant: Podcast success builds brand recognition and attracts potential leads.
• Time-Bound: See results within four months.

How To Make a SMART Goal

Follow these steps to craft your SMART goals:

1. Use Specific Wording

• Avoid Vagueness: Instead of “improve customer service,” aim to “increase average customer satisfaction scores to 8 out of 10.”
• Quantify Goals: Target specific metrics like “boost blog traffic by 10%.”
• Include Team and Plan: Identify who’s involved and outline their actions: “Sarah and Mark will implement strategy X to achieve goal Y.”

2. Include Measurable Goals

• Utilize KPIs: Choose key performance indicators relevant to your business (e.g., traffic, leads, sales).
• Set Quantifiable Targets: Aim for a specific percentage increase or numerical goal.

3. Aim for Realistically Attainable Goals

• Base Goals on Data: Analyze historical success and trends.
• Incremental Progress: If you increased sales by 5% last month, aim for 8-10% this month rather than a drastic jump.
• Stay Grounded: Avoid setting overly ambitious targets that could lead to discouragement.

4. Pick Relevant Goals That Relate to Your Business

• Align with Company Goals: Do your SMART goals support your company’s overall mission?
• Consider Industry Trends: Will your goal positively impact your business in the current market?
• Maintain Focus: Avoid pursuing goals that don’t directly support the core of your business.

5. Make Goals Time-Bound by Including a Timeframe and Deadline

• Create Urgency: Set clear deadlines for milestones and the overall goal.
• Track Progress: Timeframes allow you to see if you’re on track.
• Example: “We will increase organic traffic by 15% within the next three months.”

Common SMART Goal Mistakes to Avoid

• Vagueness: Goals like “improve marketing” lack clarity.
  • The Problem: Vague objectives leave too much room for interpretation and make it difficult to measure success.
  • Solution: Be specific. Instead of “improve marketing,” break it down: “Increase website traffic by 15%”, “Boost email open rates by 10%”, or “Generate 20% more qualified leads through social media.”
• Lack of Measurability: Goals without KPIs are difficult to track.
  • The Problem: Without quantifiable metrics, you can’t accurately gauge progress or know if you’ve succeeded.
  • Solution: Link your goals to key performance indicators (KPIs) relevant to your business. Examples include website traffic, conversion rates, social media engagement, lead generation, sales revenue, customer satisfaction scores, etc.
• Unrealistic Targets: Setting unattainable goals can be demoralizing.
  • The Problem: Overly ambitious goals can crush team morale if they consistently fall short.
  • Solution: Analyze historical data, industry benchmarks, and your current capabilities. Set challenging but achievable stretch goals that push your team while maintaining a sense of realism.
• Irrelevance: Pursuing goals unrelated to your business dilutes focus.
  • The Problem: Goals that don’t align with your overall mission and vision waste resources and energy.
  • Solution: Before setting SMART goals, ensure they support your larger business objectives. Ask yourself: “How will achieving this goal contribute to our company’s success?”
• No Timeframe: Goals without deadlines can lose momentum.
  • The Problem: Open-ended goals lack urgency and can lead to procrastination.
  • Solution: Attach concrete deadlines to each goal and its milestones. This creates accountability and a sense of momentum.

Ready to craft your own SMART goals? Start by brainstorming a list of ambitious but realistic objectives for your team or business.

• Think Big: What are your major aspirations?
• Prioritize: Which goals are most critical for your business success?
• Be SMART: Apply the SMART framework to refine each goal, ensuring it’s specific, measurable, achievable, relevant, and time-bound.

If you’d like to brainstorm potential SMART goals together, let us know!

Frequently Asked Questions