Within this theory paper the writer will aim to identify and define the elements of the SMARTER framework for effective goal setting and provide examples where necessary. The writer will then expand on the SMARTER framework in particular, goal setting in the context of a SWOT analysis of the business, J. Boag and Son. Following this the writer will identify and define the set of ‘formal’ and ‘informal’ that a marketing manager has at their disposal when completing their elected marketing goals.

The SMARTER framework (or more commonly refered to as SMART) in short stands for:
• Specific & Measureable
• Motivating
• Achievable
• Relevant
• Trackable and Time bound
• Exciting
• Rewarding

To expand on the aforementioned description starting with ‘S’ – Specific & Measureable, this can be defined as the process where the marketing manager states their goals in a measureable way. A goal must be specific, illustrating a single key result. If more than one result is planned on being successfully achieved then more than more than one goal should be set out. Knowing what the business aims to achieve can provide the biggest step toward achieving it.
It is paramount that an organization has a goal to help guide its eventual destiny. It pays to mention that the goal itself cannot guarantee the eventual success of an organization. Having a goal can result in more efficient and financially less wasteful management of operations. For a business goal to be effective it must provide challenges for managers, changing their thinking from the more traditional stand point. In order to monitor the progress of such goals, the goals strategy must allow for on-going progress measurement. This measuring can help to ensure resources are being effectively managed and as productive as possible. (Jain, 2004):186
The next phase of the SMARTER acronym is ‘M’ – Motivating. Motivation