Goals & Quarterly Action Plans

Let’s start by defining your long-term goal (what we’ll call your “big dream”) and the key metrics that will help us measure whether your actions are working.

Identify 3 to 5 key goals you want to prioritize and discuss them with your team. Once you’ve chosen your top goals for the year, define each one using the SMART method, ensuring they are: Specific, Measurable, Achievable, Relevant, and Time-bound.

A clear way to define each goal is the following:

Our goal is [goal].

We’ll know it’s working when [key result].

This matters because [impact/reason]. ← adds meaning and priority

We’ll make it happen by doing [tactic].

📌 Example

Our goal is to increase trial-to-paid conversions by 15% this quarter.

We’ll know it’s working when our conversion rate goes from 12% → 27%.This matters because improving conversion has a bigger revenue impact than adding more leads.

We’ll make it happen by improving onboarding, adding progress milestones, and launching a 3-email activation sequence.

For each priority, include both a realistic goal and an aspirational goal. The realistic goal sets a solid foundation, while the aspirational goal pushes the team to aim higher. Use the aspirational goal to challenge your thinking and identify what would need to change in order to achieve it.

Finally, focus on the concrete steps your team should take in the first quarter to make progress on each goal [ Key tactics and milestones ]. Consider:

• Actions that will help change current conditions to support the aspirational goal.

• Things you can remove, improve, or start doing.

• Processes, people, and investments necessary to create the right environment for success.

In other words, explore what would need to change in the current circumstances to make achieving these goals more favorable. List the few things you and the team need to work on to change these circumstances. Work on this until you feel comfortable with the goals.

Ask yourself the following questions:

• What are the main blockers that could slow down progress or reduce our chances of success?

• What challenges might we face?

• What risks could we evaluate, and how can we mitigate them?

• What factors are reducing our confidence?

• What are our weak points, and how can we use our strengths to better achieve our goals?

From there, explore how you can change your current circumstances, remove blockers, increase your team's confidence, and create the right conditions to achieve your goals.

While doing so, think about:

• What processes can we implement? Which processes are slowing us down or aren't working?

• What people do we need? What additional skills will be required? What new partnerships could better support our weaknesses?

• What types of investments should we make? What kind of cash will be needed?

Next, discuss your 90-day action plan. This 90-day plan will become your quarterly shared goals list and should be accessible to all team members to ensure alignment and accountability. Add a detailed action plan to another session or page.