How do you set SMART objectives? The method for reaching new heights
You've heard of the SMART method and would like to know how to define a SMART objective?
When you're planning a project, or structuring any business initiative, it's essential to define clear, concrete objectives .
How exactly do you use the SMART technique? And how do you formulate SMART objectives to put you and your teams on the road to performance and success?
Here are the details of the methodology to adopt depending on your objectives, whether they be marketing, managerial or HR, and use examples of SMART objectives to build your own!
What is a SMART objective?
The principle of the SMART method
Created by George T. Doran, the SMART method is a tool for formulating and achieving objectives in a positive way, using a mnemonic system. S, M, A, R, T are the first letters of each criterion to be met.
This methodology encompasses two fundamental aspects of the business creation and management process:
- defining the objectives that the business project will pursue ;
- defining the specific steps that will enable these objectives to be achieved.
It grants a precise, quantifiable and measurable framework to bypass difficulties and lead to the success of a project, saving time and money.
💡 Whether in project management, management, HR or marketing, the criteria defined by SMART objectives apply in the same way.
What does SMART mean? Detail of the acronym
S for specific
The objective must be formulated simply and defined precisely. Simplicity allows you to get straight to the point, without confusion.
M for measurable
Setting an objective also means being able to evaluate its progress and the results achieved. Factual, measurable indicators need to be determined from the outset.
A for achievable
Depending on the variant of the acronym, the letter A contains several criteria: achievable, appropriate and ambitious. The objective must take account of the context in which it is set and offer a certain degree of challenge to provide the necessary motivation.
R for realistic
Having said that, the objective must be within the reach of the person or team who has to achieve it, depending on the means and resources at their disposal. It must not be perceived as unattainable.
T for limited in time
The definition of a precise deadline is a prerequisite for achieving the objective. This time horizon allows you to prepare the efforts needed to cross the finish line.
Why use the SMART method?
- SMART objectives enable you to mobilise your resources and time more intelligently to achieve them. The actions you take to achieve them are more strategic and therefore optimised.
- SMART objectives encourage you to rigorously assess your progress towards the expected results. Thanks to this visibility, you are able to assess the efforts made and readjust course if necessary.
- SMART objectives have a positive effect on the mind and boost motivation. They allow you to see where you stand, so you can better understand what has been achieved and what remains to be done. It's always more stimulating to see how far you've come, rather than navigating by sight.
How do you define a SMART objective?
Let's take a methodical look at how to go about setting your objective in a SMART way, by methodically following each of the criteria set out above.
1. [ S]MART - specific
To set specific objectives, ask yourself a set of questions that will enable you to see clearly where you are directing your efforts.
👉 For example, the QQOQCP method, used in project management, invites you to answer the following questions precisely:
- what?
- What?
- when?
- who?
- who? how?
- why?
In this way, the framework is established: each member of staff or member of the project team knows where they are heading, the resources available to them and the scope of their action.
2. S [M]ART - measurable
How can you improve something if you don't have a way of measuring and comparing it? One of the main advantages of SMART objectives is undoubtedly their quantifiable nature, which makes it easier to achieve them, but also the ability to anticipate and forecast.
👉 In terms of continuous improvement, this criterion is essential, as it enables the achievement of objectives to be monitored. To implement this process, define precise and measurable key performance indicators (KPIs) based on factual data.
3. SM [A]RT - achievable
As part of their strategic planning, companies often tend to set very ambitious objectives. However, even if they appear to be fundamental to the successful completion of a project or the development of a business model, these objectives are sometimes unattainable.
This can lead to :
- the need to deploy new resources, both human and financial, to redefine its strategy,
- a drop in team motivation,
- a loss of confidence on the part of investors and other stakeholders, etc.
👉 To ensure that the objective is achievable and appropriate, while remaining ambitious, ask yourself the following questions:
- Is it in line with the reality of the market, targets and competitors?
- Do you have the necessary resources (financial, material, human)?
- Do you have enough time?
- Is the same vision shared by all team members?
Your objectives must therefore be based on concrete, factual analyses, so that your company or project progresses as planned.
4. SMA [R]T - realistic or relevant
The letter R in relevant invites you to ask to what extent the objective is relevant to the organisation or project.
In other words, determine how important it is in terms of the company's objectives:
- Is it a priority?
- Is it profitable for your company?
- Is it the right time for you to devote yourself to achieving it?
👉 Analyse your situation: what are the expected results? What will they bring to your business? In the light of the targeted ROI, this will enable you to assess the relevance of your objectives.
5. SMAR [T] - limited in time
Without a clearly defined timeframe, there can be no results! An objective can only be achieved if it is fixed in time, otherwise it may never be achieved.
In the context of a project, the definition of a deadline is essential to control the use of resources and the budget throughout the project.
Creating a project schedule or roadmap will provide a "navigation map" that the project manager can follow, in order to steer the actions and ensure that they are linked together until the objective is achieved.
👉 Whatever your type of objective and the timeframe in which it is to be achieved, break it down into intermediate objectives and also set them in terms of time. To visualise the tasks, their interrelationships and their completion, use tools such as :
- Gantt charts,
- the Pert diagram
- the critical path method, etc.
Discover other project planning methods:
3 examples of SMART objectives
Take a look at these 3 examples to find out how to use the SMART method in a professional context, by transforming a global objective into an intelligently set objective, with a view to achieving a concrete result.
Example 1: Increase website traffic
| Overall objective 🎈 | SMART objective 💡 | |
| Increase website traffic | S → | Increase traffic to the .es and .com domains of the company's website |
| M → | Increase from 3,000 visits to 5,000 visits per month | |
| A → | By strengthening the directory and doubling the content of the magazine | |
| R → | To generate more leads and attract more customers | |
| T → | Within the next 6 months |
Example no. 2: Increase the number of subscribers
| Overall objective 🎈 | SMART objective 💡 | |
| Increase the number of subscribers | S → | Increase the number of subscribers to the magazine |
| M → | By doubling the number of subscriptions to the company newsletter | |
| A → | By creating 100 new pieces of content to download | |
| R → | Which add value for the user | |
| T → | Within the next 30 days |
Example no. 3: Increase sales for next year.
| Overall objective 🎈 | SMART objective 💡 | |
| Increase sales next year. | S → | Double the company's turnover |
| M → | From €40K to €80K | |
| A → | By strengthening the sales team with the recruitment of 3 Account Managers. | |
| R → | Who will be positioned in the US and German markets | |
| T → | By taking part in trade fairs organised in the first half of 2021 |
Ready to move mountains?
You now have all the tools you need to understand the SMART method, so you can set yourself a clear course and climb those coveted peaks!
To go further, don't hesitate to equip yourself with project management tools, to better define and organise your work.
Finally, don't forget that your indicators themselves need to be SMART, to better mark out and monitor your progress towards your destination.
What are your favourite criteria for setting objectives?
Article translated from French