Every sales team has revenue targets. But telling your reps to "close more deals" doesn't explain how to get there.
Here are 25 SMART sales goals examples you can copy, adapt, and use with your team, plus a free template to get started.
Quick Answer: What Are Good Sales Goals for Sales Teams?
Good sales goals are specific, measurable, and realistic. They should cover both business results and the actions your reps can take to improve them.
Here are 5 SMART sales goals examples:
Increase the team's win rate from 20% to 25% by the end of Q2.
Book 12 qualified sales meetings per SDR each month.
Improve discovery-to-demo conversion from 30% to 40% within 90 days.
Complete two objection-handling roleplays per rep every week for eight weeks.
Reduce new sales rep ramp time from 120 to 90 days by the end of Q3.
Want to help your reps reach these goals? Try deelan for free to create personalized sales training, AI roleplays, and coaching based on each seller's skill gaps.
Free SMART Sales Goals Template for Sales Teams
Use this simple sales goals template to turn ideas into actionable plans.
What Are SMART Sales Goals?
SMART sales goals are targets designed to make progress clear and measurable.
SMART stands for:
SMART | What it means | Sales example |
|---|---|---|
S – Specific | Define exactly what to improve | Improve discovery calls |
M – Measurable | Include a number or metric | Increase conversion to 40% |
A – Achievable | Make it realistic | Based on a current 30% rate |
R – Relevant | Connect it to business priorities | Generate more qualified opportunities |
T – Time-bound | Set a deadline | Within 90 days |
Vague goal: "Get better at sales."
SMART goal: "Increase discovery-to-demo conversion from 30% to 40% within 90 days through weekly coaching and discovery call practice."
25 SMART Sales Goals Examples for Sales Teams and Reps
1. Revenue and Sales Performance Goals
These goals focus on business outcomes.
Sales goal example |
|---|
Increase sales revenue: Grow quarterly new-business revenue from $400K to $480K by the end of Q2. |
Improve win rate: Increase the team's closed-won rate from 20% to 25% within six months. |
Increase deal size: Raise average contract value from $10K to $12K by the end of Q3. |
Shorten the sales cycle: Reduce average time to close from 75 to 60 days within two quarters. |
Grow existing accounts: Increase quarterly upsell revenue from $50K to $65K by the end of Q4. |
Manager tip: If these numbers aren't improving, look at where deals get stuck. It could be poor qualification, weak value communication, or negotiation difficulties.
2. Prospecting and Pipeline Goals
These SMART sales goals are particularly useful for SDRs and business development teams.
Sales goal example |
|---|
Book more meetings: Increase qualified meetings booked per SDR from 8 to 12 per month within 60 days. |
Improve cold calling: Increase cold call-to-meeting conversion from 3% to 5% over the next 90 days. |
Build qualified pipeline: Generate 15 new sales-qualified opportunities per month during Q2. |
Improve follow-ups: Complete the agreed follow-up action within two business days for 95% of qualified prospects this quarter. |
Improve meeting quality: Increase the percentage of booked meetings accepted by AEs from 70% to 85% within 90 days. |
Manager tip: Don't reward activity alone. More calls or emails won't necessarily mean better results. Track the quality of conversations and opportunities too.
3. Sales Skills Development Goals
These are the sales goals most teams overlook.
Your reps might know how many deals they need to close, but do they know which skills they should improve?
Sales goal example |
|---|
Improve discovery: Increase discovery-to-demo conversion from 30% to 40% within 90 days. |
Handle objections better: Improve objection-handling assessment scores from 65% to 85% within eight weeks. |
Improve product knowledge: Achieve at least 90% on a product knowledge assessment within 30 days. |
Improve negotiation skills: Raise negotiation roleplay scores from 60% to 80% within 60 days. |
Improve sales presentations: Achieve at least 85% on the team's demo skills scorecard within eight weeks. |
Manager tip: Give each rep one priority skill to improve, then connect it to practice and coaching.
For example, if a rep struggles with price objections, have them practice difficult buyer conversations rather than simply asking them to read a sales guide.
With deelan AI roleplays, reps can practice realistic sales scenarios, receive feedback, and work on their specific weaknesses.
4. Sales Coaching and Team Development Goals
These goals help managers build stronger teams rather than relying only on top performers.
Sales goal example |
|---|
Make coaching consistent: Complete one 30-minute individual coaching session per rep every two weeks throughout Q2. |
Improve training readiness: Have 90% of reps meet the team's agreed core-skill assessment standards by the end of Q3. |
Accelerate onboarding: Reduce average new-hire ramp time from 120 to 90 days within two quarters. |
Improve feedback: Review two sales calls per rep each month and document one actionable improvement area. |
Build practice habits: Complete two targeted sales roleplays per rep every week for eight consecutive weeks. |
Manager tip: Training completion isn't the same as skill improvement. Measure whether reps can apply what they've learned in realistic sales conversations.
5. Customer Relationships and Sales Execution Goals
Better customer conversations can support stronger long-term sales performance.
Sales goal example |
|---|
Improve customer retention: Increase annual renewal rate from 85% to 90% by the end of the fiscal year. |
Strengthen stakeholder engagement: Increase enterprise opportunities with at least three engaged buyer stakeholders from 40% to 65% within 90 days. |
Reduce stalled deals: Lower the percentage of opportunities inactive for over 30 days from 30% to 20% by the end of Q3. |
Improve handoffs: Reach 95% completion of required SDR-to-AE handoff information within 60 days. |
Improve next steps: Increase discovery calls ending with a mutually agreed next step from 60% to 85% within eight weeks. |
Manager tip: These goals work best when combined with better listening, qualification, follow-up, and stakeholder communication.
How to Set the Right Sales Goals for Your Team
You don't need all 25 goals. In fact, giving every rep too many targets can make it harder to focus.
Start with three simple steps.
Step 1: Find the Biggest Performance Gap
Look at your CRM, conversion rates, lost deals, and sales conversations.
Ask yourself:
Where are we losing the most opportunities?
Which skills are reps struggling with?
Is this a team-wide problem or an individual issue?
Step 2: Connect the Business Goal to a Skill or Action
A revenue target tells you what needs to happen. A development goal helps explain how you'll get there.
Business goal | Supporting sales goal |
|---|---|
Increase win rate | Improve discovery and objection handling |
Shorten sales cycles | Improve qualification and next-step commitments |
Book more meetings | Improve cold call openings and prospecting |
Reduce ramp time | Improve onboarding and sales readiness |
Increase deal size | Improve value communication and negotiation |
This is where personalized sales training becomes especially useful.
deelan can help identify skill gaps from real calls, create focused courses and AI roleplays, and track rep readiness as they improve.
Step 3: Review Progress Every Week
Keep reviews simple.
For each goal, ask:
Are we moving toward the target?
What improved this week?
What's still blocking progress?
What support or coaching does the rep need next?
If progress stalls, don't automatically increase the target. Check whether the problem is a skill gap, a process issue, or something outside the rep's control.
Free SMART Sales Goals Template for Sales Teams
Use this simple sales goals template to turn ideas into actionable plans.
Field | Example |
|---|---|
Sales goal | Improve discovery conversion |
Owner | Account Executive |
Current performance | 30% |
Target | 40% |
Deadline | 90 days |
Actions | 2 roleplays/week + weekly call review |
Support needed | Discovery training and manager coaching |
Progress metric | Discovery-to-demo conversion |
Review frequency | Weekly |
Copy this SMART sales goal formula:
"Increase [metric] from [current result] to [target result] by [deadline] through [specific actions]."
Example:
"Increase discovery-to-demo conversion from 30% to 40% within 90 days through weekly coaching, call reviews, and targeted roleplay practice."
Use the formula for individual sales reps or team-wide goals.
How to Turn SMART Sales Goals Into Better Sales Skills
Setting goals is the easy part. Helping every rep achieve them takes consistent training and coaching.
Let's say three reps all need to improve their win rates.
One struggles with discovery questions. Another loses deals to competitors. The third struggles during pricing negotiations.
They share the same business goal, but they don't need the same training.
That's why deelan focuses on adaptive sales training:
Find the gaps: Identify what each rep needs to improve.
Train the skills: Generate personalized training, AI roleplays, and coaching.
Track improvement: Monitor skill readiness and progress over time.
Instead of giving everyone another generic sales course, you can focus on the specific skills holding them back.
Ready to turn your sales goals into real skill development?
