What are SMART Objectives


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What are SMART Objectives tells you all about SMART objectives; how to create SMART objectives, how to use SMART objectives and how to use SMART objectives to achieve results.

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What are SMART Objectives

  1. 1. Creating SMART Objectives = Achieving Results
  2. 2. You want your business to grow and you need to set some plans for you and your staff to make that happen. Defining some loose ideas and objectives such as do more marketing, call more people, get more active on Social Media is all well and good, but in order to actually achieve these broad goals and secondly, to define whether they have been successful, we need to set objectives and goals for our businesses which are SMART. What Are SMART Objectives?
  3. 3. S – Specific M – Measurable A – Achievable R – Results Orientated T – Timed What Are SMART Objectives?
  4. 4. Very often when setting goals we are too broad and too big. We need to make sure we are being clear about what we are trying to accomplish. Therefore, we need to create a very clear action in our goals. Theses goals/objectives should:  Be Specific  Describe the result that is desired in a way that is detailed, focused & well defined.  Precise or specific behaviour, achievement or outcome which is or can be related to a percentage, frequency, rate or number. This is key when we look at the ‘M’ of SMART, because if our goal(s) can’t be measured, we can’t evaluate the success! Be ‘S’ Specific
  5. 5. Non-Specific Goal: “To encourage more people to visit our website.” Specific: “To increase the number of unique visitors to our website on a monthly basis.” Be ‘S’ Specific
  6. 6. Creating goals or setting objectives which have clear well defined measurement criteria is vital. We are all motivated by achievement, so setting measurement criteria and being able to track it through the life of an objective or goal makes a real difference. In order to do this we need to think about how much of something we want. A key point here is knowing when we have accomplished our aim. Without a measure, a goal can never be achieved, and we can never get the sense of achievement of attaining or exceeding our targets. Make them ‘M’ Measurable
  7. 7. Non-measurable: “To increase the number of unique visitors to our website on a monthly basis.” Measurable: “To increase unique visits to our website by 5,000/ 10% per month.” Ensuring you know how this goal can be measured and defining it clearly will also help, so we can extend this objective to read: “To increase unique visits to our website as defined by Google analytic’ by 5,000/10% per month.” Make them ‘M’ Measurable
  8. 8. As just discussed when looking at measurable, a key part of goal and objective setting is the motivation that comes from a sense of achievement when we actually achieve our goals. If you set a target that is simply not possible then you will end up demotivating yourself and your staff. It is a fine balance though, because if we aim too low our achievement can become devalued. So we want to look for targets that are stretching yet realistic, things that if achieved will mean something to ourselves and the business, but are achievable given the resource at your disposal. It’s ‘A’ Achievable
  9. 9. Results orientated goal setting is key. If we continue to think about the motivational aspect of objective setting, then results orientation is about making sure that what we achieve will have an impact on the business and the overall goals for the business or ourselves personally. This is a sense check on goal setting to make sure we aren’t doing things for the sake of it, but that whatever goal we set will contribute to the success of the business. If we expand on our example, this might look like this: “To increase unique visits to our website as defined by Google Analytic’ by 5,000 per month, allowing our advertising sales team to charge an extra 10% for web advertising space.” We ‘R’ Results Orientated
  10. 10. An objective without a time frame has no sense of urgency and is much less likely to succeed. Think about the times when you set yourself a goal of doing something by a particular date. Those deadlines provide you with a real impetus and push you to achieve what can appear to be stretching targets. So, we started with the initial objective: “To encourage more people to visit our website.” ‘T’ is for Timed
  11. 11. And, to finish our example, we now have the objective: “To increase unique visits to our website as defined by Google Analytic’ by 5,000 per month, by the end of Quarter 1 (March 31st) thus allowing our advertising sales team to charge an extra 10% for web advertising space.” This Specific, Measurable, Achievable, Results Orientated & Timed (SMART) objective, is motivating to those involved and even if stretching becomes more achievable by being anchored in within a time frame and because it has a reason. Make it SMART
  12. 12. If you would any more business advice please continue to keep updated with our blog, Call: 0121 707 0550, Fax: 08444 127362 E-mail: info@pathwaygroup.co.uk For More Information Note: Pathway 2 Grow run a wide number of useful sessions for businesses at our networking events. Goal setting is just one example. Why not book onto our next networking event. (http://pathway2grow.co.uk/events.html)