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WORK SMARTER, NOT HARDER: WHY EVERY MARKETER SHOULD INCORPORATE S.M.A.R.T. GOALS 

banner with icons to represent SMART goals; target for specific, data for measurable, a checklist for achieveable, venn diagram for relevant, and a clock for time-based.

It is no secret that setting goals or defining objectives is key to success. Some would even say it is imperative.  

And they aren’t wrong. 

SECRET (OR NOT SO SECRET) KEY TO SUCCESS 

Setting goals or defining objectives is an essential part of marketing.  

It is how we, as marketers, can work more effectively towards a desired result such as increased revenue, generating leads, increased engagement, optimization of the budget, etc.  

But, in order to work more effectively towards these results, we need to ensure our objectives are specific, measurable, achievable, relevant, and time-based.  

In other words (or acronyms), we need to be S.M.A.R.T. when we are defining objectives. 

WHAT ARE S.M.A.R.T. GOALS (OR OBJECTIVES)? 

Whether we are crafting a new goal or refining an old one we need to make it… 

target icon Specific: The goal should be clear and well-defined.  

*Hint from yours truly: Think details! 

data iconMeasurable: The goal should use criteria to evaluate the progress (or lack thereof).  

*Hint from yours truly: Think what data can help show you the progress! 

check list iconAchievable: The goal should find balance between being attainable, but also not selling the organization short. 

*Hint from marketing expert Anthony Miyazaki: Think hard-to-reach yet productive!  

ven diagram iconRelevant: The goal should be pertinent to the organization’s mission, purpose, and surrounding goals. 

*Hint from marketing expert Anthony Miyazaki: Think integration! 

clock iconTime-Based: The goal should have a deadline or other time-related parameters established.  

*Hint from yours truly: Think timeline! 

WHY WORK SMARTER, NOT HARDER 

So, if you still need convincing to start incorporating S.M.A.R.T goals in your marketing strategy… 

Hello, everyone working towards the same overarching mission and purpose.  

Goodbye, misdirected efforts.  

Hello, pinpointed target areas. 

Goodbye, lack of motivation and direction.  

Hello, employee potential being developed. 

Goodbye, limiting yourself and playing it safe.  

Hello, meaningful direction and intention. 

FINAL THOUGHTS

It is critical for marketers to set goals and define objectives.  

So the next time you are sitting down to craft or reviewing goals make sure you consider how to make your goals specific, measurable, achievable, relevant, and time-based. Use S.M.A.R.T. goals to help you work smarter, not harder. It will help you eliminate misdirected efforts and get the organization as a whole on the same page.  

SO, what I am really trying to get across is that everyone’s efforts will be working towards and benefiting the overall mission of the organization. Do this and your goals (and team) will be meaningful, intentional, cohesive, cost-effective, provide opportunity for growth, and have direction

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