What it is for
The SMART method turns a vague intention into an objective you can verify. “More customers” says neither how many nor by when; a SMART objective does, and lets you see whether the plan is working.
The five characteristics
- Specific: exactly what, for whom, where.
- Measurable: with which indicator and which target value.
- Achievable: in line with your resources and starting point.
- Relevant: important for the business, not just for marketing.
- Time-bound: by when, with interim checks.
How to write one
You start from the current value taken from the data, set the target and the date, then check each letter. For totals such as requests or sales, the target can be spread across the months to reflect seasonality, so that the interim checks are realistic.
An example: from vague requests to a SMART objective
Intention: “we want more enquiries from the website”. SMART objective: go from 80 to 120 quote requests a month from the website by December, with checks at the end of every month. It is specific (quote requests from the website), measurable (from 80 to 120), achievable (+50% in a year with a dedicated plan), relevant (requests generate revenue) and time-bound (December).
Mistakes to avoid
- Setting objectives without knowing the starting point.
- Choosing indicators that are easy to measure but not very relevant, such as follower numbers alone.
- Setting unrealistic targets that demotivate the team.
