What are SMART objectives and how do they benefit your company?

SMART objectives are based on directing your efforts towards concrete and above all real goals that benefit your company.

We all are looking to achieve excellent results and knowing how to set appropriate goals will be the key to being more productive in any area. Many companies set goals regularly, but sometimes, they do not project a strategic vision that makes them functional.

SMART objectives are specific, measurable, achievable, relevant, and timely. They are specific goals that allow us to analyze the performance of our efforts, whether in marketing or in any area of a company that requires ordering and systematically measuring its work.

Nowadays, this methodology has been in great demand, since it guarantees better results and a greater affinity between all the teams involved in a marketing strategy.

SMART is an acronym that refers to each of the characteristics that must have a good goal. Besides, they help you distinguish effective objectives from those that are not. 

SMART objectives

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Each letter of the word tells how your goal or objective should be.


Must be measured in a detailed and concrete way.

It includes what you want to achieve, how you want to do it, and who will be responsible. It also defines who your target is, whether it is a known audience, new markets, or even your collaborators.


A good objective must be easily measurable.

Keep enough documentation so that you can analyze these advances regularly, and you will be able to modify your strategies if you notice that something is failing.

Achievable (or agreed)

Must be realistic goals.

Make an internal analysis of your company and define if it can respond to the established goals, then study how the market behaves about your sector. In this way, you will be able to create ambitious but achievable goals.

Realistic (or relevant):

Do not deviate from the main objective.

This is related to the previous objective, however, it must be relevant and also aligned with the general objectives of your business.

Timely (or time-bound)

Limited to a certain period.

This is where you determine whether or not a goal is met. You must set a start and an end date, so give your goal time.

Finally, thinking about and defining these objectives will be essential for the work that must be developed as a company.

Now that you know a little more about SMART objectives, it’s your turn to implement them. Take action and create smart goals and objectives for your organization. This will help you be more focused, better distribute resources, and align your team to achieve the same goals.

Download this template to help you set your SMART objectives.

Download here

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