SMART is one of the frameworks for setting goals. It exists alongside other approaches and theories, like the goal-setting theory of motivation, management by objectives, or objectives and key results.

It first appeared in 1981 when George T. Doran issued the paper “There’s a S.M.A.R.T. way to write management’s goals and objectives”. Hence, it has been 40 years since the concept was mentioned for the first time.

Doran’s original acronym stood for “specific”, “measurable”, “assignable”, “realistic”, and “time-related”. The interpretation has slightly changed and is now regarded as:

• S – specific

Objectives should cover particular issues or respond to seeable opportunities, and there is no place for subjective evaluations. 

• M – measurable

A telling goal is one that can be figured. It’s up to you what metrics to choose: integers, fractions, or percentages. But there should be defined benchmarks – to plan the general course.

• A – achievable or attainable

Thinking big is great, but nothing frustrates people more than unattainable results. Sky-high goals are good for athletes, but for teams, they may cause increasing job dissatisfaction and burnout.

• R – relevant

If you’re going to spend time and resources on achieving your goal, be sure you’re on the way to a meaningful result. Although no one can predict the execution with 100% accuracy, an action plan should be reasonable and uncluttered.

• T – time-bounced

Backlogs, time estimates, and deadlines are fundamentals for goal completion. Because even an exhaustive plan will remain a good intention if it doesn’t include a completion date.

Say, an online retailer wants to be more profitable. Below are just a few SMART goals examples that can be designated to teams:

• sales managers – to increase the number of leads by doubling the team over the next 6 months
• assortment planners – to increase profits per [a,b,c] merchandise categories by 15% over the next 4 months
• user acquisition managers – to increase website organic traffic by 10% over the next 3 months
• email marketers – to cut expenses on content production by 20% during the next month.

5 original SMART goals components were further adjusted with 2 more – “evaluated” and “reviewed”. This is a so-called SMARTER approach. It foregrounds the importance of feedback and agility. Viewed in this way, a manager who sets the goal should:

• review its priority
• track completion and timely impose adjustments
• provide relevant guidance
• encourage collaboration and communication
• praise individual performances and team results
• point out areas of further development.

To build an action plan, use the SMARTER goals template. This may be a single-page table with key areas to take control over, a Kanban board, a Backlog in JIRA, a mind map, or anything you’ll be comfortable referring to and working with.