Setting Team and Employee Goals Using SMART Methodology
A common theme I've experienced with Marketing teams is the focus on intangibles and the avoidance of goals. “We want to be the World’s most beloved brand” or “We want to connect with families in the midwest” or my personal favorite, “We want to make more money.”
As much as I cringe at those, do have to respect that last one, since it is a good starting point for some teams. Something these Marketers have is a picture, though they don’t have a vision. It is unfortunate, though you see Marketing leaders today setting goals that can’t be measured or they do not find a way to connect their picture to their vision.
This is similar to the way many people fail to achieve their New Year's resolutions. What does getting in shape mean anyways?
Alas there is a solution, you’ve heard it, SMART GOALS. Yep, in today's business world you need to be SMART. As much as you love being judged by the cleanliness of your desk or getting a promotion based on how many meetings you attend, that just doesn’t move the needle.
One of my favorite resources was the LinkedIn Learning Setting Team and Employee Goals Using SMART Methodology. This course helped break down the structure of setting goals and connecting them to your team and organization goals.
In my opinion, you need to be able to roll up your team’s goals and professional goals to your organization goals. Think of it like a fitness goal. You want to lose ten pounds, so that you can fit into your swimsuit for beach season. (Shameless Plug: live in southwest Florida so every season is beach season, though I am trying to get my weight down to be in a lower boxing class and keep my doctor happy.)
What is SMART goal planning?
Specific (simple, sensible, significant).
Measurable (meaningful, motivating).
Achievable (agreed, attainable).
Relevant (reasonable, realistic and resourced, results-based).
Time bound (time-based, time limited, time/cost limited, timely, time-sensitive)
In closing, teams struggle with creating SMART goals. Why? In my opinion, it is because it creates accountability. In reality, it should create that healthy conflict. Talk with some Sales people about their goals. Have yet to meet a Sales person that couldn’t tell you how much revenue they have produced that year. And if you are not hitting your goals, it is okay. You want to be able to recognize why you did not hit your goal. (Shameless Plug: being able to recognize that I like IPAs too much is the reason I have not been able to lose that 10 pounds.” Every self-help book you read starts with “How to hold yourself accountable.”
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