How to Use This Template:

Each template in this kit is designed

to help you achieve a different task
How to Determine -- defining, calculating, and
evaluating your SMART goals.

Your SMART Marketing Follow the unique instructions on

each individual tab in this workbook
to get started.
Goals [Template]

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 Define Your SMART Marketing Goal

About the SMART Goal Framework How to Use This Template

The SMART goal setting framework allows you to set clear and measurable goals while Below, you'll find an example of a SMART marketing goal on the left and adjacent spaces for your own goal
encouraging you to think about how you'll get there. Whether you're setting goals for on the right. We recommend starting at the top in the "Initial Goal" box and working your way down
this week or this year, this template can help you clarify your thinking and set up through each aspect of a SMART goal, ensuring that your initial goal meets SMART standards along the
tracking so that you know when you've accomplished what you've set out to do. way.

SMART Goal Attributes & Definitions Example Initial Goal Your Initial Goal

I want to generate more leads. [Write your initial goal here.]

Specific Step 1: Make it specific.

Without defining exactly what you're trying to improve, it's difficult to outline the steps
I want to generate a greater number of qualified
you need to take to make progress. A specific goal is one that you could share with [Write your specific goal here.]
leads from our blog for our sales team.
your CEO in 10 seconds that would clearly explain what you're trying to improve.

Measurable Step 2: Make it measurable.

It's crucial that your goal is trackable and numeric. Many teams simply say that they
want to grow their social media following, for example, but they don't specify by how
I want to grow the number of leads generated per
much they'd like to grow it. As soon as you attach a number to your goal, you'll be [Write your specific, measurable goal here.]
month from our blog by 20%.
able to track exactly how far you've come since you set the goal and how far you have
left until you reach it.

Attainable Step 3: Make it attainable.

While aiming to break records can be beneficial -- and here at HubSpot we're all about
exceeding our targets -- it's important to keep these goals realistic. If your company Since we generate around 100 leads per month
has historically gained 10 social media followers per month, aiming to grow your social from our blog right now, I want to grow the [Write your specific, measurable, attainable goal
following by 1,000 followers next month would be drastic. Don't let your team number of leads generated per month from our here.]
members feel so discouraged by a huge goal that they lose motivation. Instead, set blog to 120 per month.
your team and yourself up to succeed by creating goals that are realistic.

Relevant Step 4: Make it relevant.

I want to grow the number of leads generated per

Ask yourself why you're setting the goal that you are. How is it going to contribute to month from our blog to 120 per month because
[Write your specific, measurable, attainable,
the company's bottom line? Ultimately, the marketing goal you set should be tied back our sales team finds that blog leads convert to
relevant goal here.]
to business impact. If it's not, consider how you can change or adjust your initial goal. customers at 3X the rate of leads from PPC
advertising.

Time-Bound Step 5: Make it time-bound.

The final aspect of the SMART framework is one of the most important: setting a I want to grow the number of leads generated per
timeline for meeting your goal. Without a timeline, you won't be able to determine month from our blog to 120 per month because
whether the smaller changes you're making are keeping you on track toward achieving our sales team finds that blog leads convert to
[Write your SMART goal here!]
your ultimate goal. Setting a timeline is also key for internal alignment. When you're customers at 3X the rate of leads from PPC
generating significantly more leads, for example, you'll need to make sure your sales advertising. I'll reach 120 blog leads generated
team has the bandwidth to reach out to all of them. per month by 6 months from today.
 Calculate Your SMART Marketing Goals

How to Use These Calculators

Simply input the number of visitors and leads that you generate currently and your target increase in the lightly yellow-, orange-, and red-shaded cells (the cells with black borders).

We'll calculate your recommended goals in the darker yellow, orange, and red cells.

VISITS Number of monthly visits

[Insert your current monthly site visits in the

cell just below this one. Share information
about your goal in the two below that cell.]

Current 1000

Month-over-month % increase goal 5%

How many months out is your goal? 6

Recommended monthly traffic goal:

Recommended Goal 1340

LEADS Average number of monthly website visits Visitor-to-lead conversion rate Number of leads

We estimate that you currently generate this

[Insert your current monthly site visits in the [Insert your current vistor-to-lead CVR in
many leads per month from your website
cell just below this one.] the cell just below this one.]
traffic:

Current 1000 5.00% 50

By what % would you like to increase your

3%
vistor-to-lead conversion rate each month?

How many months out is your goal? 6

Recommended visitor-to-lead CVR goal: Recommended monthly lead goal:

Recommended Goals n/a -- leave blank 5.97% 60

CUSTOMERS Average number of monthly leads Lead-to-customer conversion rate Number of customers

We estimate that you currently generate this

[Insert your current number of monthly [Insert your current lead-to-customer CVR
many customers per month from your
leads in the cell just below this one.] in the cell just below this one.]
marketing efforts:

Current 100 5.00% 5

By what % would you like to increase your

lead-to-customer conversion rate each 5%
month?

How many months out is your goal? 6

Recommended lead-to-customer CVR goal: Recommended monthly new customer goal:

Recommended Goals n/a -- leave blank 6.70% 7
 Evaluate Your SMART Marketing Goal

Please note that your SMART goal from the first tab (cell
What is your SMART marketing F23), if you've filled it in, will populate in the cell to the left.
[Write your SMART goal here!]
goal?
Otherwise, you can write your own goal in cell D3 here.

Do you feel that this goal is

realistically attainable in the time
frame you've set?

How many hours per week can you

dedicate to inbound marketing?

What is the biggest marketing

challenge preventing you from
achieving this goal?

What are three steps you can take 1.

to reduce or remove that challenge 2.
and succeed in reaching this goal? 3.