10 SMART Goals Examples For Work


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Every company needs to be strategic in planning and achieving its goals. Not all of our expectations are usually set as real, concrete and achievable goals. In this article, we will show you how to define the most important SMART goals to make your strategy work well. So let’s look at some SMART goals examples at the workplace together.

SMART goals are specific, measurable, achievable, relevant and time-bound goals. They are specific ideas to help us analyze the performance of our efforts, either in marketing or in any other aspect of a company that needs to organize and measure its work systematically (1).


  • SMART goals are the first step of any strategy. If you have a business or an entrepreneurial venture, we recommend you not skip this step.
  • After you learn how to define SMART goals, you will be able to apply them not only to the business world, but also to incorporate them into your daily life. This will make you a more functional and competitive person.
  • You should know that not every goal is a SMART goal. There are many ways to set them, and here we will show you how to do it.

The best SMART goals examples

There are a lot of benefits of setting SMART goals that will make the difference between a fragile and a highly competitive organization.

(Source: Gabriela Baquero/

Advantages and disadvantages of SMART goals


  • Maintain a high level of motivation among employees.
  • Increase productivity in different work areas and in all production processes.
  • Define the company’s roadmap.


  • Requires a lot of knowledge of the company.

In addition to the advantages we have listed here, the SMART goals can also be used to achieve other improvements:

  • Reduce unnecessary expenses and turn costs into investments.
  • Manage time efficiently.
  • Improve teamwork.

Here are some of the best SMART goals you should consider having in your company:

10. Increase Sales

“Increasing sales” is usually one of the most sought-after goals for entrepreneurs and business owners. It is obvious that this should be considered the most important goal to make your business idea succeed, however, it is important to remember that, for increasing sales, you need to pay attention to several aspects of your business.

As a SMART goal “increase sales” is planned in a very generic way, you should adjust your approach a bit more. When it comes to increasing, we are talking about percentages and time. You should start by asking yourself how much do you want to increase your sales? And in what time frame do you consider doing so?

Generating a higher percentage of sales requires more work in some of the areas that involve this management, so you should also think about how you are going to do it.
Here are some proposals to give you a better idea:

“Increase sales by 10% over the next 6 months, improving sales and distribution channels.”

(Source: Gabriela Baquero/

9. To get customers

“Getting customers” is another goal that most entrepreneurs and business owners have in mind. When we talk about attracting or increasing the number of customers, we have to think about the target group. The target group will be all those segments of the population that you have defined as your potential customers.

If, for example, your business runs a shoe shop with shoes for men, your target group will involve everyone who is male, whether a child or an adult. However, it will exclude women of all ages from your target group. Once you have a clear idea of which sector of the population you want to offer your product/service to, you can start thinking about how to get more customers.

We recommend you take into account the state of your sales channels, whether direct or online, review the current state of the product and do ongoing market research to always keep in mind the needs of your consumers.

Here is an example of how to set this goal effectively:

Increase my clients by 5%, over the next 6 months, by positioning my business on Instagram with original content.

8. Improve visibility

“Improving visibility” is one of the goals that every good businessman should consider. We live in the Digital Age where we consume all products and services, visually, through technology and the internet. Therefore, if you want to promote your business, you should work with social networks, as they are the best tool to improve visibility.

Keep in mind that social networks are not direct sales channels, so you need them only to increase traffic or improve the positioning of your brand among consumers. Likewise, you should know that not all social networks will help you reach your target group, as each one attracts a certain sector of the population and works in its own particular way.

Here are two examples of how to define this SMART goal:

Increase the number of my followers on Instagram by 20% in 3 months.

Increase the number of visits to my YouTube channel by 20% in 3 months.

7. Optimize resources

“Optimizing resources” is usually the first thought of every entrepreneur who wants to avoid spending too much on his production process while generating more income. Optimization aims to improve the production process with more efficient cost levels.

Optimization of resources is primarily related to efficiency, i.e. using resources in the best possible way, in which greater benefits are expected to be achieved with a minimum of costs. Both efficiency and effectiveness are very important as they are related and emphasize results, goals as well as value creation. So to optimize resources, you should be both efficient and effective (3).

If your idea of optimization is to reduce costs to a minimum, you must bear in mind that the quality of your product may be affected and consequently your consumers’ loyalty as well. In this case, you should seek the help of your trusted financial advisor and your quality manager to get an idea of how to approach this goal.
Here is an example of how to set this goal wisely:

Save 2% of the percentage of advertising campaigns by implementing digital campaigns through Facebook, during the next 12 months.

6. Brand promotion

Brand promotion is closely related to marketing and sales channels. Commercial promotion is about certain actions that aim to: generate sales traffic, encourage sales, build customer loyalty or bring the shops closer to the city residents. These activities are usually carried out at specific times (4).

Brand promotion can be the ideal way to create various strategies, and here are some SMART options for you to consider:

Generate 1000 leads through Facebook Ads campaigns, during the next 3 months.
10% increase in followers on Facebook, Instagram and TikTok, improving the institutional image, during the next year.

5. Motivate the team

Motivation is usually one of the main initiatives that every good leader sees as the core of an organisation. Although “motivating the team” is your goal, there are certain factors that will indicate how to achieve it, by improving and suppressing mistakes.

First, you need to understand why motivation is the base of the goal you want to achieve. When a team is well motivated, there will be higher performance and productivity, it will improve the effectiveness and work efficiency and help employees to raise their creative standards and come up with more ideas.

If you start from the benefits of motivation and take into account which of these factors meet the characteristics of a SMART goal, you may be getting closer to setting the goals you are looking for. Here is an example:

Reduce employee dissatisfaction by 10% by implementing integration programs, training and extending benefits over the next 6 months.

4. Expand sales outlets

A point of sale is the physical (shop) or virtual (e-commerce) place where a company has contact with a potential consumer. This space, as we said, can be physical, i.e. it can exist physically, and the customer can go to it. Or, on the other hand, it can be a virtual space, a web portal, where an online business is located (5).

Expanding sales outlets is often an important goal for many entrepreneurs and business owners who want to expand their brand into different markets or different product lines. When setting your goal, make sure that it is a realistic and achievable task, as is the nature of SMART goals. Here is an example of how to set such a goal:

Open 10 new stores over the next 12 months.

3. Generate more contacts

In the business world as in life itself, establishing links with potential collaborators is essential. Good alliances will lead you to success and help you to have greater prospects for growth. Many companies have built their business on strategic connections, like the ones that are tied to distribution companies, production companies, advertising companies, etc. And together they form a mutual partnership that constantly benefits both sides.

Keep in mind that the connections you want to build should be based on the needs you have and the goals you want to achieve. Not every relationship can be beneficial to you. We will now show you an example of how to define this SMART goal:

Establish 5 strategic connections over the next 6 months, through brand advertising at business events and web portals.

2. Improve advertising

Improving the advertising and marketing of the company is often one of the most important goals to consider. The hidden purpose behind it is probably to increase sales, but it is also possible for an advertising tool to be a goal itself. Before considering such an improvement, you should think about what advertising area you wish to optimise, as there are several areas of branding that need to be addressed.

If, for example, you want to improve online advertising, you can work with either social media or your website. If you want to start at the bottom, investing in SEO tools and programmers can be an excellent option. Here is a simple example of how to approach this goal in the right way. See the best SEO Software

Invest 5% of total revenue in SEO tools, during the next 6 months, to rank in the top 10 search engine positions.

1. Achieving customer satisfaction

Achieving customer satisfaction should always be the top priority goal of every good entrepreneur. Although the business is looking for income and a stable job, the consumer will always be the one who has the last word. If we manage to offer a product or service according to the customer’s needs, we will be building the best path to business success.

Here is an example of how to approach this goal in the right way.

Determine customer satisfaction from 50 to 60 in the NPS index through the application of satisfaction surveys and complaint mailbox.


SMART goals are the base of any production strategy. Now that you have learned how to set them, it is important that you select the necessary ones according to your needs as well as the environment.

Use an internal audit of your available resources, and then carry out a market audit to learn more about the purchasing behavior of your potential target group. Finally, define your goals and, if necessary, update them gradually. Don’t get bogged down in a single study. Remember that the market also evolves as its demands and needs change. Good luck!


1. Interamerican University for Development, Segmentation. Definition of Target Audience. [Internet]. 2015 [cited 23 Sep 2022].

2. Inter-American University for Development, Segmentation. Definition of Target Audience. [Internet]. 2015 [cited 23 Sep 2022].

3. Lucero Ramos de la Cruz, Definition of Resource Optimization. Gestiopolis [Internet]. 2015 [cited 23 Sep 2022].

4. Laluca, Dinamización Comercial.[Internet]. 2018 [cited 23 Sep 2022].

5. Francisco Coll Morales. Point of Sale. Economipedia. [Internet]. 2018 [cited 23 Sep 2022].


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