Set SMART goals for your CRM

The transition to a new CRM tool involves getting rid of old habits and creating new ones. Even with a high recruiting goal in mind with your new tool, there are some challenges in integrating your CRM: the lack or unclear goals set on a new tool can become an obstacle to recruitment.

To make sure that the tool integration and your campaigns happen as efficiently as possible, we recommend setting SMART goals.

What are SMART goals?

The goal management principle was defined in 1954. then designated by the acronym SMART. The goal is to identify realistic, quantitative and qualitative objectives so that performance and measurement can be improved.

The acronym SMART means:

  • Specific (Specific)
  • Measurable
  • Acceptable (Achievable)
  • Realistic (Relevant)
  • Temporarily defined (Timely)

In the context of setting up your CRM strategy you can take help from this website, or these adjectives can be analyzed as follows:


Before you can start using your CRM, you need to define how you will use this new tool to improve your recruitment. If you probably have a general idea of ​​the benefits of CRM, you will quickly go into detail.

Ask yourself the following questions:

  • What will be your entry points? (forms, seizures …)
  • When will you put them in place?
  • Who will enter this information for each entry point?
  • How will this data be classified in your database?

Once your data entry strategy has been clarified, you will be able to draw specific objectives: for example, you want 10% more Prospects after 1 month of using your new forms linked to your CRM.


Measurable objectives are fact-related and can not be interpreted, which makes their analysis much easier. As part of your recruitment strategy, you can for example measure:

  • The number / rate of leads per entry channel
  • The attendance rate at your events compared to registrations
  • The conversion rate from prospect to registrant for each training

It is important to analyze all the measurable elements of your database to draw the most relevant and indicative objectives possible.


For an objective to be acceptable, it must be broken down into the steps necessary to achieve it and ensure that each of them is acceptable while remaining ambitious.

Setting up a CRM and new habits take some time to form. Your team should not feel overwhelmed by your goals, so you can start by setting a reporting goal for new entries every week. It will also have the advantage of familiarizing the team to a more advanced use of the tool’s features.

You can then adjust your goals as you go.


If it is important to have ambition, it must indeed remain realistic: your recruitment will not explode just by having a CRM tool and high goals in mind. The definition of these must be gradual, measured and adapted to your results. Indeed, an overly ambitious goal may discourage your teams, while a realistic goal sets the dynamic and motivation necessary to achieve it successfully.

Temporarily defined

Take the time to familiarize yourself with the new processes and keep a realistic window for your actions over a period of time: do not wait for your first campaign to immediately bring you a mass of contacts. Medium- and long-term goals have a fundamental importance: this allows time for your strategy to unfold and have a greater vision than spontaneous actions. You can therefore have objectives over several months, especially those around the transformation of prospects into registered.

To conclude, whatever goals you give your team after the implementation of your CRM, try to get them into the SMART criteria: being able to rely on measurable, quantified and realistic objectives is crucial for both the motivation of your teams and for the effectiveness of your campaign, and this from the first done with the help of your CRM.

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