4.2
By Thomas Bering, Marketing Manager at CfL, updated June 2024
"Work Smarter, Not Harder." While this phrase might seem overused in management books, when it comes to the SMART model, it really has something to offer. Simply put, the SMART model helps you achieve your goals.
Before diving in, let’s clarify the concept. SMART is an acronym that stands for:
The SMART model is a useful tool for setting goals because it provides a clear and structured way to evaluate them—ensuring that your goals are achievable, realistic, and aligned with your broader business strategy. This structure makes it easier to identify any adjustments needed to successfully reach your goals.
Your specific goal should answer the question, “What do I want to achieve?” Instead of saying, “I want to increase sales,” you would say, “I want to increase sales by 10% in the next quarter.”
The measurable goal answers the question, “How will I know I’ve reached my goal?” For example, you might track the number of sales or the amount of revenue generated.
This criterion answers whether you have the resources and capabilities to meet your goal. For instance, if you set a sales target for a small business that lacks sufficient staff, a 10% revenue increase might be unrealistic.
A realistic goal is one that fits with your company’s overall strategy. If your company is focused on improving customer satisfaction, setting a goal solely to increase sales by 10% might not be in line with your strategic priorities.
The time-bound aspect sets the question, “When do I want to achieve this goal?” For example, if your goal is to increase sales by 10% in the next quarter, you’ve provided a specific timeframe within which to work.
The SMART model was developed by George T. Doran in 1981 as a method to help organizations set and achieve goals. Since then, it has been widely adopted by companies, leaders, and individuals around the world as an effective tool for goal setting.
One of the biggest advantages of using the SMART model is that it forces you to think carefully about your goals and break them down into smaller, more manageable steps. This process helps you pinpoint exactly what needs to be done and allows you to set milestones along the way.
Because each goal is evaluated against the five SMART criteria, you can easily identify if adjustments are necessary to make your goal more realistic or achievable.
Additionally, the SMART model makes it easier to determine when you’ve met your goal, since each target is specific and measurable. Finally, it encourages you to develop a detailed action plan—considering what resources and support you need—which serves as a roadmap to keep you on track, especially when your goals are ambitious or challenging.
Goal setting is a critical part of any successful effort. Whether you’re learning a new skill or striving for career success, setting goals acts like a compass, helping you stay on course toward what you want to achieve in life.
The SMART model is particularly effective because it:
Once you have ensured that your goal is Specific, Measurable, Achievable, Realistic, and Time-bound, it’s crucial to develop an action plan for how you will reach it. For example, if you aim to increase sales by 10% in the coming quarter, your action plan might include identifying target markets, developing marketing materials, and training your sales team in effective sales techniques.
By following a structured action plan, companies can significantly boost their chances of achieving their SMART goals.
Setting intentions is one thing; putting them into practice is another. Here are five examples of how you can work with the SMART model:
To further assist you in reaching your goals, it can be helpful to adopt a structured approach such as PRINCE2® or Scrum. Learn more about project management here.
The SMART model is a method for setting goals, and it is an acronym that stands for Specific, Measurable, Achievable, Realistic, and Time-bound. It is a useful tool to ensure that goals are attainable, realistic, and aligned with a broader business strategy.
The SMART model was developed by George T. Doran in 1981 as a way to help organizations set and achieve their goals.
One of the main benefits of using the SMART model is that it forces you to carefully consider your goals and break them down into manageable steps. This clarity allows you to set measurable milestones, adjust your goals if needed, and stay motivated throughout the process.
Goal setting is vital for success in any endeavor. Goals act as a compass, keeping you on track and providing focus, a sense of achievement, and control over your progress. They also help you determine and prioritize what is most important.
Once you have established that your goal meets all five SMART criteria, create an action plan that outlines the necessary steps, resources, and timelines to achieve it. Whether it’s increasing revenue, improving customer satisfaction, or launching a new product, the SMART model provides a clear roadmap
Yes, SMART goals are versatile and can be applied by both organizations and individuals to set and achieve objectives in various areas such as business, career, and personal development.