Quarterly goals are the bridge between your day-to-day activities and your agency’s long-term vision. They provide focus, create momentum, and help ensure that every step you take is aligned with where you want your agency to be in the future.
But for these goals to work, they need to be built on a solid foundation—not wishful thinking. This is where tools like your Pro Forma and org chart come into play. They allow you to align your goals with your financial targets and ensure every team member knows their role in achieving them.
Let’s break down how to set quarterly goals that not only drive results but also keep your agency on the path to scalability and success.
Start with Your Big Vision
Before you can set meaningful quarterly goals, you need to have a clear understanding of your long-term vision. What do you want your agency to achieve in the next five years? Are you looking to scale, improve profitability, or prepare for a sale?
Once your big vision is clear, reverse-engineer it. Ask yourself: What needs to happen this year to make that vision a reality? Then break it down even further: What do we need to accomplish in the next 90 days to stay on track?
Quarterly goals are essentially milestones that bring you closer to your big vision. Without them, you’re just reacting to day-to-day demands rather than driving intentional progress.
Use Your Pro Forma as Your Compass
Your Pro Forma is one of the most powerful tools for setting quarterly goals. It’s your financial roadmap, outlining your revenue targets, profit margins, and expense management plans. Here’s how to use it:
- Set Revenue Goals
Look at your annual revenue target and break it down into quarterly milestones. If your Pro Forma shows you need to hit $1 million this year, what percentage of that needs to come in Q1? - Align Profit Margins
Use your Pro Forma to ensure your quarterly goals align with healthy margins. If your gross margin target is 65-70%, what adjustments need to be made in operations or pricing to achieve that? - Track Key Financial Metrics
Identify the metrics that matter most to your agency, such as Cost of Goods Sold (COGS), EBITDA, or client acquisition cost. Your quarterly goals should include specific targets for improving these numbers.
By grounding your goals in your Pro Forma, you’re not just setting aspirational targets—you’re creating a financial strategy that supports your agency’s long-term success.
Tie Goals to Your Org Chart
Your org chart isn’t just a tool for showing who reports to whom—it’s a strategic map for achieving your goals. Each role in your agency should contribute directly to your quarterly objectives.
How to Use Your Org Chart to Set Goals:
- Assign Ownership: Every goal should have a specific owner who’s accountable for its success. For example, your Head of Sales might own the goal of generating $250,000 in new revenue for the quarter.
- Define Key Numbers: Tie each role to a measurable KPI. For instance:
- Operations: Maintain a gross margin of 70%.
- Marketing: Generate 50 qualified leads per month.
- Client Success: Reduce churn rate by 5%.
- Ensure Alignment: Review your org chart to make sure every role is contributing to the agency’s big-picture goals. If there are gaps or redundancies, adjust responsibilities accordingly.
By connecting your org chart to your quarterly goals, you ensure that every team member knows their role in driving the agency forward.
Make Goals SMART
Effective goals are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. Here’s what that looks like in practice:
- Specific: Instead of “increase revenue,” set a goal like “close $300,000 in new recurring revenue by the end of Q1.”
- Measurable: Define metrics to track progress, such as the number of leads generated or projects completed.
- Achievable: Set realistic goals based on your Pro Forma and team capacity.
- Relevant: Align each goal with your agency’s long-term vision and quarterly priorities.
- Time-bound: Establish a clear deadline for each goal.
SMART goals keep your team focused and provide a clear benchmark for success.
Track Progress and Adjust as Needed
Setting goals is only the first step. To stay on track, you need to regularly review progress and make adjustments when necessary.
- Hold Weekly Check-Ins: Use weekly leadership meetings to review progress on key goals, address roadblocks, and celebrate small wins.
- Use Dashboards: Visualize progress with dashboards that track key metrics in real time. This keeps everyone aligned and accountable.
- Be Willing to Pivot: If a goal is off track, don’t wait until the end of the quarter to course-correct. Identify what’s not working and adjust your strategy.
How This Helps You Sell Your Agency
Quarterly goals don’t just drive short-term success—they also position your agency for long-term scalability and a higher valuation. Buyers want to see that your agency is organized, goal-oriented, and capable of consistent growth.
By tying your goals to your Pro Forma and org chart, you’re demonstrating that:
- Your business operates with financial discipline.
- Every team member is aligned with the agency’s objectives.
- You have a clear roadmap for growth and profitability.
These are the hallmarks of a sellable agency, making your business more attractive to potential buyers.
Final Thoughts
Setting quarterly goals is one of the most powerful ways to keep your agency on track and aligned with your big vision. When you use tools like your Pro Forma and org chart, you’re not just setting goals—you’re creating a strategy for growth that ties back to the long-term success of your agency.
Remember, goals aren’t just about hitting numbers—they’re about creating focus, driving momentum, and building a business that’s scalable, profitable, and ready for the future. Set your sights high, break your vision into actionable steps, and watch your agency thrive.