Welcome to your SMART Marketing Goals Template!

If you'd prefer to access this template through Google

Sheets, click the button below and press 'Make a Copy.'

Access via Google Sheets

Otherwise, continue on to the next tab over, "Define Your

SMART Goal," to begin.
 Define Your SMART Mark

About the SMART Goal Framework

The SMART goal setting framework allows you to set clear and measurable goals while encouraging you to
think about how you'll get there. Whether you're setting goals for this week or this year, this template can help
you clarify your thinking and set up tracking so that you know when you've accomplished what you've set out
to do.

SMART Goal Attributes & Definitions

Specific

Without defining exactly what you're trying to improve, it's difficult to outline the steps you need to take to
make progress. A specific goal is one that you could share with your CEO in 10 seconds that would clearly
explain what you're trying to improve.

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 much they'd like to grow it. As soon as you attach
a number to your goal, you'll be 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
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 has historically gained 10 social media followers
per month, aiming to grow your social following by 1,000 followers next month would be drastic. Don't let
your team members feel so discouraged by a huge goal that they lose motivation. Instead, set your team and
yourself up to succeed by creating goals that are realistic.

Relevant

Ask yourself why you're setting the goal that you are. How is it going to contribute to the company's bottom
line? Ultimately, the marketing goal you set should be tied back to business impact. If it's not, consider how
you can change or adjust your initial goal.

Time-Bound

The final aspect of the SMART framework is one of the most important: setting a timeline for meeting your
goal. Without a timeline, you won't be able to determine whether the smaller changes you're making are
keeping you on track toward achieving your ultimate goal. Setting a timeline is also key for internal alignment.
When you're generating significantly more leads, for example, you'll need to make sure your sales team has the
bandwidth to reach out to all of them.
Your SMART Marketing Goal

How to Use This Template

Below, you'll find an example of a SMART marketing goal on the left and adjacent spaces for your own goal on
the right. We recommend starting at the top in the "Initial Goal" box and working your way down through each
aspect of a SMART goal, ensuring that your initial goal meets SMART standards along the way.

Example Initial Goal

I want to generate more leads.

Step 1: Make it specific.

I want to generate a greater number of qualified leads

from our blog for our sales team.

Step 2: Make it measurable.

I want to grow the number of leads generated per

month from our blog by 20%.

Step 3: Make it attainable.

Since we generate around 100 leads per month from
our blog right now, I want to grow the number of
leads generated per month from our blog to 120 per
month.

Step 4: Make it relevant.

I want to grow the number of leads generated per

month from our blog to 120 per month because our
sales team finds that blog leads convert to customers
at 3X the rate of leads from PPC advertising.

Step 5: Make it time-bound.

I want to grow the number of leads generated per

month from our blog to 120 per month because our
sales team finds that blog leads convert to customers
at 3X the rate of leads from PPC advertising. I'll
reach 120 blog leads generated per month by 6
months from today.
keting goal on the left and adjacent spaces for your own goal on
e "Initial Goal" box and working your way down through each
al goal meets SMART standards along the way.

Your Initial Goal

[Write your initial goal here.]

1: Make it specific.

[Write your specific goal here.]

: Make it measurable.

[Write your specific, measurable goal here.]

3: Make it attainable.
 [Write your specific, measurable, attainable goal
here.]

4: Make it relevant.

[Write your specific, measurable, attainable, relevant

goal here.]

: Make it time-bound.

[Write your SMART goal here!]

 Calculate Your SMART

How to Use These Calculators

Simply input the number of visitors and leads that you generate currently and your target increase in the lightly y

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

VISITS

Current
Month-over-month % increase goal
How many months out is your goal?

Recommended Goal

LEADS

Current
By what % would you like to increase your
vistor-to-lead conversion rate each month?

How many months out is your goal?

Recommended Goals

CUSTOMERS

Current

By what % would you like to increase your

lead-to-customer conversion rate each
month?

How many months out is your goal?

Recommended Goals
 Calculate Your SMART Marketing Goals

leads that you generate currently and your target increase in the lightly yellow-, orange-, and red-shaded cells (the cells with blac

in the darker yellow, orange, and red cells.

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.]

1000
5%
6

Recommended monthly traffic goal:

1340

Average number of monthly website visits

[Insert your current monthly site visits in the cell

just below this one.]

1000
 3%

n/a -- leave blank

Average number of monthly leads

[Insert your current number of monthly leads in the

cell just below this one.]

100

5%

n/a -- leave blank

e Your SMART Marketing Goals

ease in the lightly yellow-, orange-, and red-shaded cells (the cells with black borders).

Visitor-to-lead conversion rate

[Insert your current vistor-to-lead CVR in the cell just

below this one.]

5.00%
 Recommended visitor-to-lead CVR goal:
5.97%

Lead-to-customer conversion rate

[Insert your current lead-to-customer CVR in the cell

just below this one.]

5.00%

Recommended lead-to-customer CVR goal:

6.70%
ls (the cells with black borders).

Number of leads

We estimate that you currently generate this many leads

per month from your website traffic:

50
 Recommended monthly lead goal:
60

Number of customers

We estimate that you currently generate this many

customers per month from your marketing efforts:

Recommended monthly new customer goal:

7
 Evaluate Your SMART Marketing Goal

What is your SMART marketing

goal?

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

to reduce or remove that
challenge and succeed in reaching
this goal?
Evaluate Your SMART Marketing Goal

[Write your SMART goal here!]

1.
2.
3.
Please note that your SMART goal from the first tab (cell F23), if you've filled it in,
will populate in the cell to the left.

Otherwise, you can write your own goal in cell D3 here.