To make smart objectives, use the SMART framework: Specific, Measurable, Achievable, Relevant, and Time-bound. This framework provides a clear and structured approach to goal setting.
Here's a detailed breakdown of each component:
1. Specific
A specific objective is well-defined and leaves no room for ambiguity. Instead of a vague goal like "Improve marketing," a specific objective would be "Increase website traffic from organic search by 20%." Ask yourself the "5 Ws":
- Who: Who is responsible?
- What: What do you want to achieve?
- Where: Where will this happen?
- When: When will this be accomplished?
- Why: Why is this goal important?
2. Measurable
A measurable objective allows you to track progress and determine when you've achieved success. Use quantifiable metrics. Instead of "Improve customer satisfaction," a measurable objective would be "Increase customer satisfaction scores by 15% based on quarterly surveys." Key questions to consider:
- How will you measure progress?
- What metrics will you use?
- How will you know when you've reached your goal?
3. Achievable
An achievable objective is realistic and attainable given your resources and constraints. It should stretch you but not be impossible. Consider:
- Do you have the resources and skills needed?
- Is the timeline realistic?
- Are there any potential roadblocks?
An example of an achievable goal vs. an unachievable goal:
| Achievable Goal | Unachievable Goal |
|---|---|
| Increase sales by 10% in the next quarter. | Double sales in the next quarter with no new resources. |
4. Relevant
A relevant objective aligns with your overall goals and strategy. It should contribute to your broader objectives. Ask yourself:
- Does this objective align with your overall strategic goals?
- Is this the right time to pursue this objective?
- Will achieving this objective make a significant impact?
For example, if a company's strategic goal is to expand into a new market, a relevant objective might be "Secure 10 key partnerships in the new market within six months."
5. Time-bound
A time-bound objective has a deadline. This creates a sense of urgency and helps you stay focused. Instead of "Improve employee training," a time-bound objective would be "Complete employee training program by December 31st." Consider:
- What is the deadline for achieving this objective?
- Is the deadline realistic?
- What milestones need to be met along the way?
Example of a SMART Objective
"Increase sales of our new product line by 15% (Specific, Measurable) in the North American market (Relevant) within the next six months (Time-bound), by leveraging our existing sales team and a targeted digital marketing campaign (Achievable)."
By consistently applying the SMART framework, you can set clear, focused, and effective objectives that drive progress and achieve desired outcomes.
