SMART Goal
Summary Definition: A framework for translating broad aspirations into concrete, time-limited objectives to achieve quantifiable outcomes.
What is a SMART Goal?
The SMART goal format is a structured framework for creating and achieving clear, actionable performance targets. Each letter in the SMART acronym describes a characteristic every goal should have: Specific, Measurable, Achievable, Relevant, and Timely.
By ensuring goals are clearly defined and focused (Specific), progress is quantifiable (Measurable). Outcomes are realistic within given conditions (Achievable), aligned with broader priorities (Relevant), and anchored to a deadline (Time-bound).
Thus, these characteristics help transform abstract ideas or aspirations into a concrete roadmap for an employee or team member’s progress and achievements.
Key Takeaways
- The SMART goal method is a strategic process for creating highly structured and measurable performance objectives.
- All SMART goals must be Specific, Measurable, Achievable, Relevant, and Timely.
- While similar in purpose, SMART goals are usually more specific than the Objectives and Key Result (OKR) framework, which identifies broader, ambitious targets (objectives) coupled with specific, flexible benchmarks (key results) that both nurture progress and measure success.
Importance of SMART Goals
The SMART framework for goals clearly defines what success looks like, sharpening each employee’s intentions and increasing the likelihood they’ll achieve the goal. Without measurable and trackable metrics, goals risk becoming more aspirational than achievable, leaving workers vulnerable to demotivation or disengagement.
Moreover, the SMART goals template streamlines an employer’s involvement with specific priorities, time frames, and benchmarks for tracking progress while providing tangible evidence of an employee’s value, contributions, and growth. That data, in turn, allows for better, more informed resource allocation and workforce management decisions.
OKR vs. SMART Goals
Similar to pencils and pens, the Objectives and Key Results (OKRs) framework serves the same purpose as SMART performance goals but functions differently. Instead of using multiple characteristics to define a goal and how it’s achieved, OKRs select large, qualitative goals (objectives) and assign quantifiable benchmarks that indicate success (key results).
Furthermore, OKRs are typically more tenacious and directly aligned with a company’s overall needs or ambitions. As such, the Objective is often more challenging than a SMART goal but broad enough to provide greater flexibility in how it’s met. The corresponding Key Results balance the increased difficulty and flexibility by targeting specific, realistic outcomes that simultaneously nurture overall progress.
In other words, SMART goals are more precise and rigid than OKR outcomes but also less demanding. For example, suppose Company A wants to maximize the impact of an upcoming product launch in May:
- A SMART goal may be to gather 1,000 sign-ups (specific, measurable, and achievable) on the product waitlist (relevant) by March 31 (timely).
- Using the OKR method, they’d start by designating an Objective like “building excitement around the new product.” A Key Result could be to show a 15% minimum increase in social media engagement by launch day that drives traffic to the product waitlist.
How to Write SMART Goals
At its core, the SMART goals format encourages breaking down objectives into manageable components, each serving a distinct purpose in the goal-setting process. As such, employees and employers can create a SMART goal from scratch or modify existing goals to fit each component of the SMART goal acronym.
- Specific: Pinpoint the exact desired outcome, detailing the "who," "what," "where," "when," and "why" of it. Goals should be unambiguous, ensuring everyone involved understands its purpose.
- Measurable: Incorporate criteria that define success and track overall progress. Quantifiable metrics or benchmarks provide a tangible way to monitor achievements, adjust strategies, and maintain motivation throughout the process.
- Achievable: Factor in available resources, skills, and time constraints to balance ambition and realism. Goals should require effort and thoughtful planning to challenge an employee’s current abilities while ensuring the results are reachable.
- Relevant: Complement or support broader priorities, such as departmental targets or an organization’s mission statement. Focusing on goals that matter in the bigger picture helps maintain motivation and avoid pointless efforts.
- Timely: Use clear deadlines and timeframes to create accountability while setting interim benchmarks that sustain momentum. Goals should identify due dates to prevent delays and keep all parties aligned.
SMART Goal Examples
Alex, a sales representative at a mid-sized technology firm, and Jordan, a marketing specialist at the same company, have been tasked with improving its revenue from small and medium-sized businesses (SMBs) in their region.
To align their efforts and ensure measurable success, both employees use the SMART criteria for goals to create clear targets.
| Criteria | Alex's Goal Drafts | Jordan's Goal Drafts |
| Specific | Increase closed deals with SMB clients in the Northeast region. | Create and launch a targeted email campaign for SMBs in the Northeast region. |
| Measurable | Close 15 new deals with SMB clients in the Northeast region. | Use a targeted email campaign to generate 75 qualified SMB leads in the Northeast region. |
| Achievable | Leverage new CRM tools to close 15 SMB deals in the Northeast region this quarter. | Use an email campaign with improved message tailoring to generate 75 qualified SMB leads in the Northeast region this quarter. |
| Relevant | Support company growth and my professional development by using CRM tools to close 15 SMB deals in the Northeast region this quarter. | Support company growth and marketing engagement by launching an email campaign with improved message tailoring that generates 75 qualified SMB leads in the Northeast region this quarter. |
| Timely | Support company growth and my professional development by using CRM tools to close five SMB deals in the Northeast region every month this quarter. | Support company growth and marketing engagement by using an email campaign with improved message targeting to generate 25 qualified SMB leads in the Northeast region every month this quarter. |
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