A good idea isn’t worth much on its own; it requires dedication and action before its value becomes apparent. As such, when business leaders, project managers, or executives set targets without a structured approach, they can quickly become moving targets—vague objectives leading to wasted resources, misaligned priorities, and teams that feel like they’re chasing an endpoint that’s always just out of reach. In a fast-moving enterprise environment, where efficiency and accountability are critical, organizations need a reliable way to define and track progress.
SMART goals may provide the answer. Introduced by George T. Doran in a 1981 management paper, this framework helps teams set objectives that are specific, measurable, achievable, relevant, and time-bound (creating the acronym SMART). While the concept is decades old, it remains a cornerstone of effective business and information technology (IT) strategy. By using SMART goals, organizations move beyond wishful thinking and into concrete, actionable planning.
Many organizations set ambitious goals but struggle to turn them into measurable outcomes. Without a structured approach, teams may work hard but lack a clear sense of direction, leading to inefficiencies and missed targets. SMART goals help businesses translate broad objectives into concrete steps, ensuring that teams remain focused and coordinated, and that they are accountable for their own results. By defining expectations upfront, this framework increases the likelihood of successful execution.
Unclear goals make it difficult to determine whether a project is on track or even successful. SMART goals eliminate ambiguity by clearly defining what needs to be achieved, how progress will be measured, and when results are expected. This clarity ensures that teams work toward a definite endpoint, reducing confusion and making sure that every action delivers real value in support of the goal.
A goal that is too broad or unrealistic can quickly become discouraging. SMART goals provide motivation by setting clear expectations while remaining attainable. When team members understand exactly what they are working toward and see measurable progress, they are more likely to stay engaged. Challenging-yet-achievable goals push individuals and teams to improve their performance.
Without a measurable way to assess progress, projects can drift off course. SMART goals include quantifiable metrics that allow organizations to track milestones, identify obstacles, and adjust strategies as needed. Metrics help teams stay informed and on course, and provide valuable insights into areas for improvement.
SMART goals enhance communication by ensuring that objectives are well-defined and clearly understood across every relevant team. When everyone is on the same page about what success looks like, collaboration becomes more effective.
While SMART goals offer a structured approach to setting and achieving objectives, they are not without limitations. Some critics argue that the framework can be too rigid for long-term strategic planning or that its emphasis on measurable outcomes may overshadow broader organizational priorities. Others find that the focus on clear, attainable goals can sometimes limit creativity or place undue pressure on teams.
That said, when handled correctly, the SMART framework typically delivers more advantages than drawbacks.
Setting a goal is the easiest thing in the world. Setting goals that lead to real results, on the other hand, takes planning. The SMART framework helps organizations create objectives that can be acted upon, and that directly support established strategic priorities. Of course, creating clear, actionable, aligned goals requires a carefully planned approach.
Here, we outline the steps that are needed when writing SMART goals. And, unsurprisingly, they are the same elements that give SMART its name:
A goal should be clear and well-defined so that there is no ambiguity about what needs to be achieved. Instead of setting a broad objective like “improve customer service,” a more specific goal would be “reduce customer support ticket resolution time.” The team should ask itself: What exactly do we want to accomplish? Who is involved? What steps will need to be taken? The more detailed the goal, the easier it is to execute.
Without measurable criteria, it is difficult to know whether progress is being made. A measurable goal includes quantitative indicators of success, such as percentages, timeframes, or specific numbers. Instead of saying, “reduce customer support ticket resolution time,” a measurable version would be: “reduce customer support ticket resolution time from an average of 48 hours to 24 hours.” Defining metrics upfront allows teams to track performance and adjust strategies if needed.
An effective goal should push teams to perform at a high level, but it must also be realistic given available resources, time, and constraints. A goal that is too ambitious can lead to frustration and burnout, while one that is too easy may not move the needle at all. If a company’s current customer ticket resolution time is 48 hours, reducing it to 24 hours may be attainable, whereas setting a target of 5 hours might not be feasible without major operational changes.
A goal should support the broader business objectives and provide real value. If a company’s main focus is improving customer retention, then reducing response time for support tickets is relevant. However, if the organization is prioritizing cost reduction, then optimizing operational expenses might be more aligned. Every goal should contribute to the company’s overall mission rather than just being an isolated target.
Goals need a deadline to create urgency and accountability. Without a time limit, objectives can be pushed indefinitely, reducing focus and momentum. A time-based goal should specify when it will be achieved and may also include milestones to track progress. Instead of saying, “reduce customer support ticket resolution time from 48 hours to 24 hours,” a time-bound version would be: “reduce customer support ticket resolution time from 48 hours to 24 hours by the end of Q3.” This ensures that there is a clear timeline for execution.
Specific, measurable, achievable, relevant, and time-bound—SMART carries with it its own best practices, providing a framework for turning ideas and aspirations into structured, results-driven objectives.
To understand these principles, it’s worth taking a closer look at how they work in action. Each of the following examples is a goal that fits the criteria of being specific, measurable, achievable, relevant, and time-bound, demonstrating how businesses and individual employees can set structured objectives to create quantifiable results.
To enhance customer satisfaction, the IT support team will reduce the average response time for support tickets from 12 hours to 6 hours by the end of Q2. This goal is:
- Specific
It’s built around reducing response time. - Measurable
Goal progress is defined by reducing response time. - Achievable
The goal depends on team size and workflow improvements. - Relevant
Faster response times improve customer satisfaction. - Time-bound
The deadline for the goal is the end of Q2.
The software development team will hold biweekly meetings with the product and marketing teams for the next six months to align on feature updates and improve go-to-market strategies. This goal is:
- Specific
It focuses on regular meetings between departments. - Measurable
Success is tracked by holding biweekly meetings over six months. - Achievable
The schedule is reasonable given standard team workloads. - Relevant
Cross-functional collaboration improves product and marketing alignment. - Time-bound
The goal spans a six-month period.
To advance in IT leadership, a mid-level manager will complete the PMP certification by July 1, passing the exam and attending at least 40 hours of study sessions. This goal is:
- Specific
It centers on obtaining a PMP certification. - Measurable
Success is defined by completing study hours and passing the exam. - Achievable
The timeframe allows sufficient preparation. - Relevant
A PMP certification supports career advancement in project management. - Time-bound
The goal must be completed by December 31.
To expand career opportunities, an IT consultant will attend three industry conferences and connect with at least 20 new professionals on LinkedIn within the next 12 months. This goal is:
- Specific
It focuses on attending events and making new connections. - Measurable
Goal progress is made by attending a specific number of conferences and gaining a set number of connections. - Achievable
The target numbers are reasonable over a year. - Relevant
Networking is essential for professional growth. - Time-bound
The goal must be completed within 12 months.
A nonprofit organization will increase volunteer engagement by 25% over the next four months by launching a social media campaign and hosting two community outreach events. This goal is:
- Specific
It aims to grow volunteer participation through outreach. - Measurable
The goal is defined as a 25% increase in volunteers. - Achievable
A focused campaign and events make this feasible. - Relevant
More volunteers expand the nonprofit’s community impact. - Time-bound
The goal must be reached within four months.
Setting SMART goals is only the first step—ensuring they are executed effectively is what drives real progress. Many well-defined goals fail because they are forgotten, deprioritized, or mismanaged. Success requires a dedicated approach that keeps goals (and the tasks that support them) top of mind, fosters accountability, and allows for continuous improvement. The following tips can help set organizations get the most out of their SMART goals:
A goal that is not shared is easy to ignore. Clearly communicating SMART goals to all relevant stakeholders—whether it’s a project team, department, or leadership—ensures alignment and responsibility. Visibility is key; displaying team objectives in a shared workspace, discussing them in meetings, or integrating them into performance reviews keeps them in focus.
Regularly reviewing progress helps maintain momentum and allows for early course corrections. Setting up scheduled check-ins—whether daily, weekly, or monthly—makes sure that any roadblocks are addressed before they derail progress. Along the way, recognize important milestones; celebrating success keeps energy levels high and reinforces a culture of achievement.
Once a goal’s deadline has passed, take the time to analyze its outcomes. Reviewing what worked, what did not work, and why helps refine future goal-setting strategies. If a goal isn’t met, understanding the obstacles can lead to more effective planning next time. If it was achieved, identifying the key success factors can inform future objectives. Treating every goal—whether successful or not—as a learning experience strengthens long-term performance and decision-making.
Goals don’t have to be pipe dreams; a well-structured goal framework has the power to turn dreams into reality, establishing proven criteria businesses and individuals can use to analyze and validate goals for measurability and achievability. ServiceNow’s Goal Framework for Strategic Portfolio Management (SPM) provides a streamlined solution to defining and measuring strategic priorities.
The Goal Framework application enables organizations to create goals, establish targets, and evaluate outcomes—all within a single, centralized platform. Use automated target tracking to monitor progress in real time and ensure that goals stay on course. Integrate key business metrics to measure success objectively and make decisions based on real data. Align work items with strategic objectives to keep projects, initiatives, and cross-functional efforts focused on driving measurable business outcomes. ServiceNow Goal Framework is a SMART approach, giving you everything you need to take your business further.
See how Strategic Portfolio Management in ServiceNow can improve your approach to goals-setting; schedule a demo today!