Understand goals

Goals help businesses to track their performance over time and create targets for their employees to aim for and keep them on track. Sales, service, and marketing activities can be reported on against goals to evaluate performance. 

Learn more below about the types of goals you can create in HubSpot, how to track their performance and how to manage them for your business.

Create goals

Sales, service, and marketing goals can be created in HubSpot. Goals can be created from templates or from scratch:

Sales goals

Sales goals can be used to create user-specific quotas for their sales teams and users. Targets that can be measured include deals created, calls made, revenue created and meetings booked.

Learn more about creating sales goals.

Service goals

Service goals can be used to create user-specific quotas for their service teams and users. Targets that can be measured include average ticket response time, average ticket resolution time, and tickets closed. 

Learn more about creating service goals.

Marketing goals

Marketing goals can be used to create user-specific quotas for their marketing teams and users related to their ad campaigns. Targets that can be measured include network cnversions, cost per contact in a lifecycle stage, number of contacts in a lifecycle stage and contacts from first form submission.

Learn more about creating marketing goals.

Custom goals

Custom goals can be used to create goals for users or teams based on hundreds of property and aggregation combinations. Custom goals can be based on the following objects: calls, companies, contacts, conversations, deals, meetings, and tickets.

Learn more about creating custom goals.

Manage goals

After you've created your goals you can view an overview of all your goals, and edit or delete your goals. View all your goals in one place so you can view a high-level overview of your goals and their progress.

You can also manage your goals by editing existing goals and deleting goals that are no longer in use.

Learn more about managing your goals.

Report on goals

When you've created your sales, service, marketing or custom goals, you can report on their performance. Goals data can be used in the single object report builder, or a sales goal reference line can be added to reports to measure impact over time. 

Goals can also be reviewed on a per goal basis. Measures such as total progress, user goals in progress, user goals achieved, and user goals missed can be viewed for each goal.

Learn more about reporting on your goals.

Example

Goals can be used to track performance and set targets for your team. Below, view an example of how to create a goal for the number of calls made by sales reps for a full calendar year:

• In your HubSpot account, navigate to Reporting > Goals.
• In the top right, click Create goal > Create from template.

• Navigate to the Calls made template. Then, click Set goal.
• Enter a Goal name. 
• Under Contributors, select Team with user goals. Then, select a team.
• Click the Duration dropdown menu and select Monthly.

• Click Next.

• Enter a target for each month. In this example, reduced targets have been set for August and December because they're historically slower months. 

• Click Next.

• Set your reminders.
• Click Done.