Setting objectives for your employees is often a tedious and complex exercise. Nevertheless, setting clear and precise objectives can be a real source of motivation for your teams when it is well thought out and communicated.
If you're looking for a way to get your teams involved in achieving operational objectives, this article introduces you to the "tried and tested" SMART method that will really help you get there.
He who has no goals is unlikely to achieve them. Sun Tzu
Management by objectives is becoming increasingly widespread, in a variety of sectors and in most departments (marketing, sales, product, service, etc.).
This is largely due to the fact that, more than ever, the customer's buying journey requires the involvement of a number of different players. Today, the salesperson is rarely the only one involved in the sales process!
The logic of "cascading" operational objectives then takes on its full meaning with a view to generating growth.
Let's take the example of a company deciding to address 2 new markets within 3 years. This strategic objective for the company will necessarily have to be broken down into different "sub-objectives" assigned to each organizational level, right down to the personalization of individual and/or collective objectives. All this while taking into account budgetary envelopes, HR constraints and fixed deadlines, otherwise the initial objective is unlikely to be achieved, and it will be equally difficult to justify failure.
It is also important to take into account the fact that the setting of operational objectives must evolve according to certain external factors (such as a health crisis) or feedback from the field. The involvement of managers is crucial to ensure that objectives are properly communicated to teams (top-down), and that they are defined in a spirit of co-construction (bottom-up).
Management by objectives is in itself meaningful, since it forces the company to clarify its issues and gives everyone a clear roadmap and framework of requirements.
Don't confuse the objectives of the SMART method with those of the OKR method. Understanding the OKR method, however, will enable you to make a lasting commitment to your teams..
Invented in 1954 by Peter F. Drucker, the SMART method consists in formulating objectives that are clearer and easier to understand, in order to optimize their achievement. Properly implemented, it is an excellent tool for improving employee commitment to objectives, and maximizing the likelihood of success.
It is formulated using 5 acronyms:
The objective must be clear, precise and understandable by all quickly. It is important that the objective be personalized according to the person or persons who must achieve it in order to be as adapted as possible.
It must be quantified or qualified with one or more thresholds to be reached. Employees must be able to understand where they are at any given moment and where the bar is to be crossed in order to conclude that the objective has been achieved. Whether it is a quantitative objective (number of contracts to be signed, number of customers to be contacted, etc.) or a qualitative one (customer satisfaction rate, average processing time for requests, etc.), the notion of percentage of achievement with a system of levels (80% - 100% - 120%) is the best way to effectively measure progress.
It must be achievable so as not to be discouraging but also ambitious so as to be sufficiently motivating. This often requires a bit of history to achieve it. It can also happen that the initial definition of an objective is wrong: it is then essential to readjust it as soon as possible while explaining why.
It must correspond to what can reasonably be done, according to the various imperatives and constraints (human resources, finances, technology, quality, deadlines, etc.).
It must be clearly defined in time with a fixed deadline to leave no room for doubt. It is also recommended to reduce a long-term objective (annual) to a shorter term (monthly), to generate performance gains, adapt to seasonality and facilitate potential readjustments.
You can find a detailed list of SMART indicators and objectives on Wikipedia.
Celebrating builds self-esteem and team well-being! The simple act of congratulating oneself collectively activates areas of the brain responsible for the sensation of pleasure. So why deprive yourself?
And don't hesitate to encourage your teams' efforts as they progress. Encouragement increases commitment, and the feeling of pride after a job well done is an essential motivating factor.
Finally, it's often an excellent way of boosting productivity. Employees whose efforts are recognized are more committed, more efficient and more creative.
When they are Specific, Measurable, Attainable, Realistic and Time-bound, your employees' goals become motivating and engaging. Give your employees a clear and accurate vision on a daily basis, and they will give you the maximum of their capacities!
Did you know that the OKR method enables you to engage your employees over the long term? If you're familiar with this method, I invite you to discover the differences and similarities with the SMART method.
The Objow solution goes one step further by enabling you to set your own SMART objectives: we believe that in addition to being SMART, objectives should also be Evaluable and Reviewable, which is what our platform enables. Would you like to find out more? Contact us now!
