How to set SMART goals? [+ modèle et exemples]

How to set SMART goals? [+ modèle et exemples]

Setting objectives is essential to the successful completion of a project or an action plan. This allows you to have a clear vision of the tasks to be accomplished and to stay focused on a specific goal.

Only, it is not so simple to choose the objectives to be achieved. This is often one of the most complicated tasks, as it requires the goal to be ambitious enough, but not so big that it becomes unachievable. It is from this observation that the SMART objectives method emerged. It makes it possible to define the objectives for developing a project or activity and to achieve them effectively. Here are the five steps to follow to use this method.




The objective must relate to a precise and clearly determined element.


It must be possible to quantify it to know if it has been reached.


The objective must be within reach of the company’s financial and human resources.


It must be relevant to the context.

Temporally defined

It must contain a deadline.

Why use the SMART method?

SMART goals apply to multiple activities. Indeed, they are particularly useful when situations require impeccable organization and a clear vision.

Formulating SMART goals brings many benefits. First of all, it makes it possible to determine concrete and achievable objectives for the teams. The SMART method then acts as a common thread so as not to lose sight of the final objective. But also, it makes it possible to follow and measure in a precise way the performances of the company.

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In addition, setting SMART objectives improves communication within the company between employees and hierarchical superiors. In addition, this makes it possible to carry out actions in total coherence with the adopted strategy.

S for specific purpose

The first criterion for establishing a SMART objective is to determine a clear and simple goal. The more specific and concrete it will be, the more the success of the project will be facilitated.

For this, it must be understandable by all. The distribution of tasks between employees must therefore be perfectly explicit. If it is too complicated or too vague, subsequent actions will not flow smoothly. And this can jeopardize the successful achievement of the objective.

M for measurable goal

A SMART objective must be able to be measured and quantified. To do this, simply assign it a numerical value. This indicator of success allows effective monitoring to assess whether or not results have been achieved.

By quantifying the objective, the efforts and means implemented can be easily reassessed and improved if necessary.

Has an attainable goal

Every goal must be attainable. At this point, it must be attainable in terms of numbers.

It is therefore a question of setting objectives in accordance with the means made available. That is to say, take into account the financial and human resources, the skills of the teams and the time available to be allocated to the project.

For example, to increase a conversion from 2% to 3%, it is necessary to be able to put in place adequate strategies. Without resources, it will not be possible to reach this number.

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If the objective appears to be unachievable, it will tend to demotivate the teams and will not be achieved. Therefore, it is a question of finding the balance between a goal that is ambitious enough to stimulate motivation and acceptable in terms of resources.

R for realistic goal

The realistic indicator is actually often confused with the previous one. Truth be told, there isn’t much difference between the two.

The previous element makes it possible to identify the means for the success of the objective. While here, it is a question of evaluating if the objective fits well in the approach of the company. In other words, its relevance in the company’s business strategy.

In this case, one must ask the question of the purpose of the objective. For example, is it relevant to want to increase conversions by 30% if the product stock is limited?

There is no point in wanting to set a goal that is out of reach. It must absolutely constitute an interest for the company.

T for temporally defined objective

It is essential for the successful achievement of the SMART objective to establish a time limit. This saves time and money. Having a deadline makes it possible to measure the investment of the teams.

However, the limit must remain achievable according to the situation of the company and the means implemented. It shouldn’t be too short or too long. Without a timetable, the objective will not be a priority and the effort devoted will be less.

When to use the SMART method?

The SMART method can be applied in many fields. It is particularly useful for achieving sales targets and therefore increasing turnover.

But also, it is also an essential element in any marketing strategy in order to optimize campaigns and make them more efficient, especially in terms of conversion. It makes it possible to achieve the set results without running out of steam and keeping a clear course.

The SMART method is also used in human resources, particularly in recruitment. And in management to motivate teams through clear and precise operational objectives.

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Examples of SMART goals

Example of a SMART goal for a business

In order to better understand what a SMART objective looks like, here is a concrete example that can apply to a company:

“Increase the site’s conversion rate by 2%, over the next three months, by identifying people on the site via a contact form to obtain free content. »

  • The objective is specific, as it plans to increase the number of leads through a contact form to download free content.
  • It is quantifiable, because it includes a number: 2%, which represents the purpose to be achieved. And it is measured using a marketing automation tool to assess progress.
  • It’s achievable, as the company is currently at a 1.5% conversion rate with just one free piece of content. To reach the 2%, it plans to produce new downloadable content, which will speed up the process.
  • The objective is realistic and relevant, because the company identifies new prospects via contact form entries. The marketing and sales teams then take charge of these prospects to turn them into customers.
  • It has a time limit, since it must be reached during the next three months.

Sample Personal SMART Goal

Here is an example of a SMART goal in the personal sphere:

“I’m going to train to run the New York Marathon in November in under four hours. »

  • The objective is specific, because it targets the New York marathon.
  • It is measurable, because it contains a duration: four hours.
  • It is achievable, because the time, although ambitious, is achievable by runners well trained.
  • The goal is realistic, because the person has set himself to train to achieve it.
  • It is temporally defined since it takes place in November.

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Consider continuing to use this free template to set all your future goals.

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