Smart objectives are goals that are designed to be specific, measurable, achievable, relevant and time-bound. These typically include end-goals such as revenue or meaningful steps towards end-goals such as launching a new product. The following are illustrative examples of smart objectives.
Close sales representing $22,000 in monthly recurring revenue in the quarter.
Customer ServiceImprove product knowledge to quickly find solutions to customer problems.Timeframe: Q2Measurement: customer satisfaction of 82% or higher
CodingIncrease productivity to release 7 story points per sprint.Measurement: average story points per sprint in Q3 & Q4
TestingDevelop test cases that capture all potential production failures.Measurement: zero unknown defects discovered in production
CommunicationImprove communication skills by giving more presentations.Measurement: complete at least 4 presentations in Q1 & Q2, feedback from participants
OperationsFix production incidents more quickly by improving the escalation and troubleshooting process. Measurement: Mean time to repair of 5 minutes or less in Q4
MarketingIncrease the value of the brand with successful promotional campaigns.Measurement: brand recognition of 77% by the end of Q2.Improve the business class meal service on the Berlin to New York flight.Measurement: customer satisfaction with meal service of 67% in the December survey
Increase average customer lifetime value to $1600 by the end of Q4 with new customer loyalty and upselling initiatives.Support junior team members to improve the quality of their work.Measurement: feedback from junior team members, improvement in the defect rate of sprints by Q4
Executive LeadershipImprove operational efficiency by launching high margin products in the next fiscal year.Measurement: Operating margins of 10.5% or higher
NotesSeveral variations of the SMART criteria exist such as Specific, Measurable, Achievable, Realistic and Trackable. The one element that is rarely changed is "measurable." As such, the term SMART objectives is mostly synonymous with measurable objectives.
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