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11 Examples of Smart Objectives

 , March 07, 2018
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 Service

Improve product knowledge to quickly find solutions to customer problems.
Timeframe: Q2
Measurement: customer satisfaction of 82% or higher


Increase productivity to release 7 story points per sprint.
Measurement: average story points per sprint in Q3 & Q4


Develop test cases that capture all potential production failures.
Measurement: zero unknown defects discovered in production


Improve communication skills by giving more presentations.
Measurement: complete at least 4 presentations in Q1 & Q2, feedback from participants


Fix production incidents more quickly by improving the escalation and troubleshooting process. Measurement: Mean time to repair of 5 minutes or less in Q4


Increase the value of the brand with successful promotional campaigns.
Measurement: brand recognition of 77% by the end of Q2.

Customer Experience

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 Leadership

Improve operational efficiency by launching high margin products in the next fiscal year.
Measurement: Operating margins of 10.5% or higher


Several 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.
Overview: Smart Objectives
DefinitionObjectives that are designed to be specific, measurable, achievable, relevant and time-bound.
Related Concepts


This is the complete list of articles we have written about goals.
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Daily Goals
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Long Term
Outcome Goals
Performance Goals
Process Goals
Work Goals
Workplace Goals
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