We love to celebrate achieving our goals here at Squirrel, and the start of a new year is a great time for setting them. While it’s safe to say that most businesses are aiming to maintain or increase profitability and grow the business, our view is that they don’t qualify as goals because they’re too broad to be useful in a practical sense. How profitable is profitable? How much do you want go grow, and by when? And what steps will you take to achieve this? In this post we’ll show you how your CRM can make setting goals and measuring your success much easier.

SMART goals

To have any chance of being realised, big goals need to be broken down into smaller goals. And these smaller goals need to be SMART. Most of us know what SMART goals are, but a quick refresher will tell you that these smaller goals should be:

  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Time-sensitive

To that advice we would add:
•    Keep it simple. Decide on four key areas of business success – for example, productivity, profitability, marketing and customer satisfaction – and limit yourself to two goals in each area. This will make the task more manageable and therefore more achievable.
•    Set up your customer relationship management system (CRM) to gather the information you need to measure your progress.

Here are some examples of how we use our CRM to achieve our goals:


Since much of our business comes to us via referrers, one of our marketing goals is to send a monthly update on our services to all our key referrers.  We’ve set up the dashboard in our CRM to show us who our key referrers are in any one year, so we know exactly who to send those updates to.

We also use our CRM to track how much we spend on every marketing campaign and then calculate the cost per lead generated by that campaign. Calculating the return on this investment (ROI) helps us to decide which campaigns are worth investing in.


Our CRM also helps us to identify the characteristics of the ideal client so that we can categorise our leads and focus our efforts accordingly. Known as account-based selling, this approach relies on data, rather than instinct, to strategically define target accounts.

Having defined our target accounts, we can set our productivity goals. One might be to contact all ‘A’ leads once a month. Our CRM can help us do this in many different ways – for example, by reminding us to pick up the phone to arrange a coffee or by sending an automated email.

Ask Squirrel

While your CRM can work magic, it can only do so if it’s set up to gather the relevant data and kept up to date. If you need help setting up your CRM to achieve your goals, or choosing the right CRM for your needs, book a free consultation.