Do you know how to set sales goals? There’s no denying it, improving financial results is almost always one of the biggest challenges faced by companies. To achieve a more favorable business scenario, it’s essential to set goals that are not only achievable, but also capable of driving sustainable growth.
According to research Sales Overview, produced by RD Station with the support of TOTVS and Tallos, 71% of Brazilian companies did not meet sales targets in 2022.
But how do you set sales goals? First, it's important that they are clear and realistic, to serve as a pillar for the success of sales teams, but there are other steps.
Here at GS2 Marketing, we understand the importance of strategic planning and want to share some tips on how to set effective sales goals., because organizing the sales area is essential to guarantee good results.
In this way, sales planning works as a roadmap to guide and support sales teams. This initiative is essential, according to the 2021 edition of the Sales Panorama survey, developed by RD Station in partnership with TOTVS, Rock Content and The News, which revealed that 60% of companies fail to meet their targets due to lack of planning.
In planning, specific goals for the sales department can be included, outlining the strategies and resources needed to achieve them.
So, check out the steps that can clarify how to set sales goals and boost the success of your sales team:
1. Have a clear goal of where you want to go
Want to know how to set sales goals? First, it’s essential to have a clear goal. Ask yourself: “What do we want to achieve in the next year?” This goal can range from increasing revenue by 20% to expanding into new markets. Having a well-defined objective guides all subsequent actions of the team.
For example, if the goal is to increase revenue, the focus may be on attracting new customers or increasing sales to existing ones. If the goal is to expand your market, research into new geographic areas or customer segments becomes vital. This is the time to dream big, but keep your feet on the ground.
Furthermore, it is very important that this goal is achievable, in this regard, it is worth carrying out an analysis of trends and your historical data. For example, start by analyzing previous sales results and identify patterns and trends.
This track record provides a realistic basis for setting future goals. For example, if your business has grown 10% per year over the past few years, setting a target of 12-15% may be an achievable yet challenging goal.
2. Do a market analysis
Defining the objective necessarily leads to market analysis, because it is crucial to understanding the context in which your company operates.
It is essential to evaluate factors such as:
- Market tendencies;
- Consumer behavior;
- Competitors' activities.
This information can be obtained with market intelligence tools and data analysis.
For example, by analyzing your competitors, you can identify gaps that your company can fill. Or, by studying consumer trends, you can adapt your sales strategies to meet new customer demands. This analysis helps you shape realistic goals and more effective strategies.
3. Check your sales indicators

The next step is to analyze current sales indicators. This includes conversion rates, average sales cycle, average ticket, among others.. This data provides an overview of where the company is and what needs to improve.
For example, if your average sales cycle is long, you may need to review your sales process or invest in training for your team. Or if your average ticket is below your target, you may need to rethink your pricing strategy or focus on higher-value products.
4. Consider the delivery capacity of the team and the company
It is essential to consider the delivery capacity of your team and the company as a whole.. Setting unattainable goals can demotivate the team and negatively affect results.
For example, if your team is already operating at maximum capacity, it would be impossible to double your sales target without first expanding your team or optimizing your processes. The key here is to balance ambition with realism.
To improve:
- Examine current processes and workflows to identify bottlenecks or inefficiencies. This may involve mapping out each step of a process and looking for areas where time or resources are being wasted. For example, improving outbound marketing may be important to identify and address potential issues. customer acquisition potential;
- Investing in team training and development can significantly increase delivery capacity. The adoption of good practices sales enablement may include technical training, development of leadership skills, and enhancement of specific competencies;
- Technology can play a key role in improving efficiency. Evaluate and incorporate tools that can automate routine tasks, facilitate communication, and improve project management. For example, having a CRM, such as RD Station, which helps organize sales operations, manage the team and even negotiate directly via WhatsApp, or even Artificial Intelligence to improve nutrition flows;
- Invest in Inbound Marketing: It is an effective digital marketing strategy to improve sales for several reasons, for example, it increases brand visibility and recognition, how to generate leads qualified, educates and nurtures customers, is more cost-effective than other strategies, improves customer experience and relationships, analyzes and optimizes results.
5. Use the SMART Methodology

The SMART (Specific, Measurable, Achievable, Relevant, Time-bound) methodology is an excellent tool for learning how to set goals. The SMART acronym represents five characteristics that goals must have to be effective.
For example, instead of setting a generic goal like “increase sales,” a SMART goal would be “increase sales by 20% in the next 12 months, focusing on the small business segment.” This gives your team a clear, measurable direction.
Understand more about the methodology:
Specific
Goals should be clear and specific, avoiding ambiguity. This involves answering questions such as:
- What needs to be achieved?
- Who will be involved?
- Where will this occur?
- Specifying the goal helps focus efforts and makes it clearer what is expected. For example, instead of saying “increase sales,” a specific goal would be “increase sales of product X by 20% in the South.”
Measurable
Goals need to be measurable so that you can monitor progress and know when they have been achieved.
This usually involves including numbers or percentages. For example, “improving customer satisfaction” becomes measurable when phrased as “achieving a customer satisfaction score of 90%.”
Achievable
Goals should be realistic and achievable within the resources and time available. This does not mean they cannot be challenging, but they should be possible.
Setting unattainable goals can lead to demotivation. For example, a small business probably won’t be able to increase its sales by 200% in a year without adequate resources.
Relevant
Goals should be relevant to the direction you or your business want to take. They should align with other broader objectives and be important to growth and development. For example, a goal to expand into a new international market should align with the company’s overall growth strategy.
Time-bound
Goals should have a specific time frame. This creates a sense of urgency and can help you stay focused. Without a deadline, your efforts to achieve your goal can get lost over time. For example, “increase sales by 20% by the end of the next quarter” sets a clear time frame for achieving your goal.
By applying the SMART methodology, goals become clearer, more tangible, and manageable, significantly increasing the chances of successfully achieving them.
6. Measure results
Finally, measuring results is essential to understanding progress and making necessary adjustments. This includes monitoring sales metrics regularly and comparing them to established goals.
By analyzing this data, you can identify areas of success and those that need more attention. For example, if a specific goal is continually being missed, it may be an indication that it needs to be adjusted or that the strategy being used needs to be revised.
See some examples to make this measurement:
- Total sales revenue: This is a direct indicator of the sales team’s performance. It can be measured monthly, quarterly or annually. For example, you can compare total sales revenue this quarter with the same period last year to assess growth;
- Sales growth rate: calculate the percentage of sales growth over a given period. For example, a 15% increase in sales year-over-year indicates positive growth of the sales team;
- Average ticket: The average ticket is the average sales value per customer. Increases in the average ticket may indicate greater sales efficiency or a change in the product mix sold towards higher value items;
- Sales conversion rate: is the percentage of leads or opportunities that convert into sales. For example, if 500 leads generate 50 sales, the conversion rate is 10%. This indicator can reveal the effectiveness of the sales team in closing deals;
- Customer Acquisition Cost (CAC): This is the total cost of acquiring a new customer, including marketing and sales efforts. A reduction in CAC may indicate greater efficiency of the sales and marketing team;
- Profitability by customer or segment: analyze the profitability generated by different types of customers or market segments. This can help identify which segments are most profitable and deserve more attention;
- Average sales cycle: measures the average time between the first contact with a potential customer and the closing of the sale. Reducing this cycle can indicate a more efficient sales process;
- Customer retention rate: The ability to retain customers is crucial to long-term financial health. Track the percentage of customers who continue doing business with the company after their first purchase;
- Return on Investment (ROI) in sales: calculates the effectiveness of sales investments. For example, if a $10 investment in sales training generates a $50 increase in sales, the ROI is positive.
By monitoring these indicators, the company can gain a clear view of the financial performance of the sales team and make informed decisions to optimize strategies and improve results.
GS2: learn how to set sales goals and improve your results with us!
By following the steps listed above, you can set realistic, achievable goals that will drive your sales team’s success in the coming period.
And if you are looking to build a successful business that really makes sense and brings value to your brand, get to know GS2 Digital Marketing, an agency specialized in Inbound Marketing, with a total focus on results.
We use the best digital marketing tools to produce assertive content, with great seriousness and intelligence to help our clients reach their sales goals.
