Goals that are Specific, Measurable, Achievable, Relevant and Time-bound. The acronym traces to George T. Doran's 1981 Management Review article.
Before launching any campaign, quarter or engagement; when 'grow awareness' or 'get more leads' is the stated goal.
'Get more leads' becomes 'Increase qualified demo requests from organic search from 20 to 35 per month by March 31'; a goal per channel tied to the quarterly objective.
A basic discipline every team should clear. Flagged when goals are vague, unmeasured, or set after the campaign launches.
