What Is a SMART Priority?

The SMART criteria of setting a priority were first introduced by George T. Doran in a 1981 paper titled “There's a S.M.A.R.T. Way to Write Management's Goals and Objectives.” Doran was a consultant and former director in the corporate world.

His original concept was aimed at helping managers and executives set clear and achievable business objectives. While the acronym has since been adopted and expanded by different organizations and industries, the core idea remains the same: goals should be Specific, Measurable, Achievable, Relevant, and Time-bound.

SSpecificMMeasurableAAchievableRRelevantTTime-Bound

SMART is an acronym that stands for:

  • Specific – Clearly defined with no room for ambiguity.
  • Measurable – Quantifiable or trackable to determine success.
  • Achievable – Realistic given available resources and constraints.
  • Relevant – Aligns with larger business or personal objectives.
  • Time-Bound – Has a set deadline to maintain urgency.

Each component ensures that your goals are clear, practical, and results-oriented. Now, let's break them down further.

S

Specific (“S”): Clarity is Key

A specific goal removes vagueness and focuses on a clear outcome. It should answer who, what, where, why, and which factors are involved.

Ask

  • What exactly are we trying to achieve?
  • Who is responsible?
  • Where will this take place?
  • Why does this goal matter?
  • Which resources, limitations, or constraints need consideration?

5 Examples of Specific Goals

  • Sales: “The sales team will increase outbound cold calls to new B2B leads by 30% to expand our wholesale partnerships.”
  • Marketing: “The digital marketing team will create and launch a LinkedIn advertising campaign targeting manufacturing professionals, running for 30 days with a budget of $5,000.”
  • Operations: “The warehouse team will implement a barcode scanning system with goal to reduce inventory miscounts by 25%.”
  • Customer Service: “The CSR team will reduce average customer response time to under 4 hours and implement a chatbot.”
  • Employee Engagement: “HR will launch a quarterly employee satisfaction survey and host one engagement-focused workshop to boost retention.”
M

Measurable (“M”): Trackable & Quantifiable Progress

A goal must have clear metrics to track progress and determine success. Numbers, percentages, or key performance indicators (KPIs) should be attached.

Ask

  • How much?
  • How many?
  • How will we track progress?
  • How will we know when it's done?

5 Examples of Measurable Goals

  • Sales: “Increase revenue from repeat customers by 20% over the next 6 months by launching a customer loyalty program.”
  • Marketing: “Boost organic website traffic by 40% in the next 12 months by publishing three SEO-optimized blog posts per week.”
  • Operations: “Cut production downtime by 15% in six months by implementing predictive maintenance software.”
  • Customer Service: “Increase the customer satisfaction score (CSAT) from 85% to 92% by streamlining ticket resolution processes over the next 90 days.”
  • Employee Training: “Train 100% of warehouse employees on new safety procedures by conducting three training sessions within the next 60 days.”
A

Achievable (“A”): Setting Realistic Yet Challenging Goals

A goal should push your limits but remain within reach given available resources, industry conditions, and team capabilities.

Ask

  • Do we have the necessary resources and manpower?
  • Is this goal realistic given our current situation?
  • Do we need additional skills, partnerships, or tools?

5 Examples of Achievable Goals

  • Sales: “Increase total monthly sales by 10% in Q2 by expanding our distributor network from 25 to 30 retailers.”
  • Marketing: “Generate 500 leads per month through targeted social media ads without exceeding a cost-per-lead of $10.”
  • Operations: “Decrease order processing errors by 20% within 6 months by introducing a new quality control checklist.”
  • Customer Service: “Improve first-response resolution rates from 60% to 75% by implementing a knowledge base and additional customer support training.”
  • Employee Development: “Promote three internal candidates to leadership roles within the next year by implementing a mentorship program.”
R

Relevant (“R”): Aligning with Business Goals

A goal must be strategically aligned with broader business or personal objectives. If it doesn’t support growth, efficiency, or another core focus, it’s not relevant.

Ask

  • Does this goal align with our company’s mission and long-term vision?
  • Is this the right time to pursue it?
  • Does this address a key opportunity or challenge?

5 Examples of Relevant Goals

  • Sales: “Increase wholesale orders by 15% in the next 6 months by offering tiered bulk pricing to distributors.”
  • Marketing: “Expand brand awareness by growing our LinkedIn followers by 20% over the next 3 months to reach B2B decision-makers.”
  • Operations: “Streamline supplier deliveries by reducing shipment delays from 7% to 3% in 6 months, improving inventory management.”
  • Customer Service: “Reduce product return rates by 10% in one year by improving product descriptions and adding customer video reviews on the website.”
  • Employee Engagement: “Increase employee retention from 80% to 90% within 12 months by improving benefits and launching a recognition program.”
T

Time-Bound (“T”): Creating Urgency with Deadlines

A time-bound goal has a clear deadline to prevent procrastination and maintain momentum.

Ask

  • When does this need to be completed?
  • What are the milestones?
  • What can be done today to move closer to completion?

5 Examples of Time-Bound Goals

  • Sales: “Close at least 10 new contracts with regional distributors by December 31st, 2025.”
  • Marketing: “Launch a referral program within 90 days, rewarding existing customers who refer new buyers with a 10% discount.”
  • Operations: “Implement a paperless invoicing system by Q4 to reduce processing costs by 25%.”
  • Customer Service: “Resolve 95% of support tickets within 24 hours by the end of Q2.”
  • Employee Training: “Train all employees on new cybersecurity protocols by October 1st through mandatory workshops.”

How do you measure your SMART priority?

Yes, you must measure it – what gets measured gets done! There are several ways to measure it (action items, percentage complete, quantity of, or time-based). When setting and tracking priorities, it's crucial to have measurable progress indicators.

1. Action Items

Action items are specific tasks that need to be completed as part of a priority. They provide a clear checklist of steps necessary to achieve an objective. The completion of these tasks directly impacts overall progress.

Example: If the priority is to launch a new product, the action items might include:

  • Finalizing the product design
  • Confirming supplier contracts
  • Completing product testing
  • Preparing marketing materials
  • Launching on the website

Tracking is straightforward: the more completed action items, the closer the priority is to being finished.

2. Percentage Completed

This method allows the priority owner to subjectively assign a percentage to represent progress based on their assessment. Unlike other measurement methods, this is not tied to factual milestones but instead relies on the owner's perception of how much has been accomplished.

Example: If the priority is to improve customer service response time, the owner might assign:

  • “We've made good progress, about 60% complete.”
  • “I think we're 90% done, just need a final review.”

Since these percentages are not fact-based and can be influenced by personal judgment, they should only be used when no better measurement applies.

3. Quantity Of

Some priorities are based on achieving a specific numerical goal. In these cases, progress is measured by the number of occurrences, transactions, or completed units.

  • Sales Target: Number of customers placing a $5K order
  • Cold Calls: Number of sales outreach calls made
  • Operations: Number of packages shipped
  • Marketing: Percentage increase in email sign-ups

Once the set number is reached, the priority is considered complete.

4. Time-Based Progress

This method is used for priorities with a set deadline, tracking progress over time using a reverse-axis chart: Day Zero (bottom right) is when the priority starts. Final Day (top right) is the deadline. A straight progress line measures completion against time, with action items acting as weighted data points based on the total time allocated for the priority.

Example: If a priority is to complete a production run in 30 days, a reverse-axis chart will show how work is progressing against the timeline. If work is falling behind, adjustments can be made to stay on track.

Why create priorities?

A study completed at Michigan State University illustrated the effectiveness of the SMART goal-setting approach. The study results showed that 76 percent of participants who wrote down their goals, specific actions and provided weekly progress to a friend (or coworker in this case) successfully achieved their goals. This result is 33 percent higher than those participants with unwritten goals, with a success rate of only 43 percent of goals achieved. This study shows the value of writing down your goals, creating an action plan, and developing a support system to hold yourself accountable for achieving your goals.

Priorities MUST be your priority

While we all know you have a day job of responsibilities and accountabilities – you must make the time to complete the priorities you set for yourself.

Don't allow yourself to have “pocket priorities” – something that isn't written down as a priority that you report on, but you are working on outside your daily responsibilities and take away from you being able to complete your recorded priority(s).

Reminders

  • You can, should, and will help others with their priorities as you support them, so make sure you consider this amount of time when you are setting your own – the size and number of.
  • Your idea for a priority needs to account for who (besides yourself) needs to consider who else must be involved for you to succeed – complete it! It is best for your success to take one bite of the elephant if needed and divide the priority into two different (consecutive is best). The first quarter, e.g., could be when you create a draft for a process, and then the second quarter could be when you have it vetted by your manager and other team members and then publish it.

How to Brainstorm a Priority Idea

This framework will help you identify meaningful priorities that align with company goals while also allowing you to improve your department and invest in business growth.

Step 1: Understand Company Priorities

Before choosing your priorities, take time to internalize the company's goals at different levels:

  • 3-Year Goals: What are the primary strategic objectives?
  • 1-Year Goals: What significant milestones must be met this year?
  • Quarterly Goals: What are the immediate focus areas?

Review these priorities or meet with leadership for clarity. Understanding the bigger picture helps you align your efforts where they matter most.

Step 2: Identify Ways to Support Existing Priorities

Rather than working in a silo, consider how you can help those leading key initiatives.

Ask priority owners:

  • “What roadblocks are preventing success?”
  • “Is there a gap in execution where I could help?”
  • “What's an impactful way I can contribute?”

Brainstorm ways to support these priorities directly or indirectly through your work.

Step 3: Identify Needs Within Your Department

Your department plays a key role in company success, and there may be challenges or opportunities that aren't formally listed as company-wide priorities but still need attention.

Ask yourself:

  • What inefficiencies or bottlenecks exist in my department?
  • Are there customer or vendor pain points I can address?
  • What processes could I improve to reduce workload, errors, or costs?

Step 4: Choose a Personal Priority

Beyond your daily responsibilities, choose a priority that helps you make an impact by improving the business or growing your skill set.

Potential priorities:

  • Innovation: Improve or introduce a tool, system, or workflow.
  • Learning & Development: Invest in a skill that benefits you and the company.
  • Cross-Departmental Collaboration: Bridge gaps between teams.

Your priority should be to create value through efficiency, revenue growth, customer experience, or company culture.

Final Step: Prioritization & Publishing

Once you've brainstormed potential priorities, narrow them down to 1-3 priorities that are both impactful and achievable.