SMART Goals

SMART is a checklist for turning an intention into a goal that can be managed. “Improve our website” is too broad to assign or review. “Increase completed quote requests from eligible local visitors from 40 to 55 per month by the end of the quarter, without reducing lead quality” defines an outcome, a baseline, a target and a deadline. The exact target must be grounded in actual capacity and historical performance.

Specific states the result and audience; measurable defines evidence of progress; achievable asks whether resources and constraints make the target plausible; relevant connects it to a business objective; and time-bound establishes when it will be reviewed. Different sources use slightly different wording for the letters, so teams should document their interpretation.

SMART goals do not guarantee a good strategy. A precisely measured target can still reward the wrong behavior, such as encouraging unqualified form submissions. Use supporting metrics and periodic judgment to spot unintended effects. Unlike a North Star Metric, which is a long-term directional measure for a product or team, a SMART goal describes a particular target over a specified period.