Goal Setting in Deep Tech: From Vague Aspirations to Measurable Momentum

You know you need better goals. You’ve been setting aspirational ones to satisfy investors and your board, but 6 months later you’ve missed most of them.

Now your team is starting to doubt whether the next goal is real or just another moonshot.

Here’s the reality: goal-setting works, but most founders do it wrong. They set unrealistic targets to impress investors instead of goals they can actually deliver.

This is a simple framework — OKRs + SMART + confidence assessment — that helps you set goals you can hit and rebuild credibility with your team. It’s what I use with founders at VECTOR.

Why Set Goals?

Goals force you to focus on outcomes, not outputs.

“Close 3 customers” beats “Send 100 emails” every time.

I worked with a founder who set a goal to “improve sales.” Six months later, they’d sent 500 emails, attended 20 conferences, and hired two salespeople. But they still had zero customers. When we reframed the goal to “Close 3 customers in the healthcare ICP by Q2,” everything changed. They stopped the email blasts, focused on 10 healthcare companies, and closed 3 deals.

That’s the power of outcome-focused goals: they develop clarity of thinking by making you define what success actually looks like.

The OKR Framework

Goals vs Key Results

A Goal (Objective) is an outcome you want to achieve. “Close first customer” is a goal. It’s inspiring, qualitative, and outcome-focused.

Key Results are the metrics that indicate you’ve achieved the goal. For “Close first customer,” your key results might be:

• Identify ideal customer profile (Feb)
• Qualify 5 opportunities in the ICP (Apr)
• Close one opportunity in the ICP (Jul)

Notice how each key result is specific, measurable, and time-bound.

The Template That Works

Goal: [Outcome you want]
% under control: [How much you can influence]
Target completion date: [When]
Key Results (3–5 SMART metrics):
  a. [Specific, measurable, time-bound]
  b. [Specific, measurable, time-bound]
  c. [Specific, measurable, time-bound]

Two Time Horizons

Near-Term Goals (11 Weeks)

Set goals for 11 weeks where you’re >80% confident you can deliver. Why 80%? Below that threshold, you’re gambling with your credibility. Choose goals that raise your probability of hitting the end goal — not goals designed to impress someone else.

These should focus on actions you can take right now. For example: “Identify ideal customer profile” with key results like:

• Talk to 20 potential customers (Month 1)
• Analyse patterns (Month 2)
• Define ICP (Month 3)

Long-Term Goals (6–18 Months)

For longer timeframes, aim for >60% control. The extended timeline allows for some external dependencies, but you still drive the outcome. These goals should target major company milestones.

Example: “Close first customer”

• Identify ICP (Feb)
• Qualify 5 opportunities (Apr)
• Close one (Jul)

How to Set Goals — Step by Step

Step 1: Define Your Goal (The Outcome)

Ask yourself: What outcome do I want to achieve? Why does this matter? What will be different when I achieve it?

• Good goal: “Close first customer” (outcome)
• Bad goal: “Send more emails” (output)

Step 2: Assess Confidence

This is where most founders fail. Ask yourself:

• Am I >80% confident I can hit this goal?
• What parts can I directly influence?
• What requires external approval or action?
• What could go wrong?

Below 80% confidence, you’re setting yourself up to fail. Here’s the difference:

• Low confidence: “Close customer by March” — 30% confidence because the customer controls the timeline
• Higher confidence: “Do everything in my power to close by March” — 80% confidence because you control your actions: send proposal, follow up, address objections

Step 3: Set Key Results (SMART)

Each Key Result must be:

• Specific: “Identify ideal customer profile” not “find customers”
• Measurable: “5 opportunities” not “some opportunities”
• Achievable: Based on your current resources and constraints
• Relevant: Directly contributes to the goal
• Time-bound: “By Feb” not “soon”

Step 4: Choose Your Metrics Based on Stage

At 1–3 customers, focus on fit — identifying your customers’ burning needs is the starting point:

• Sales with growth potential
• Example: “3 customers in same ICP who renew and expand”

At 10+ customers, focus on growth:

• Customer engagement, retention, renewal, and upsell
• Example: “>80% renewal rate, >30% expansion rate”

Four Common Mistakes

Mistake 1: Goals that are too vague

• Bad: “Get more customers”
• Good: “Close 3 customers in the same ICP by end of Q2”

Mistake 2: Goals with low confidence

• Bad: “Close customer by March” (30% confidence — customer controls timeline)
• Good: “Do everything in my power to close by March” (80% confidence — you control your actions)

Mistake 3: Too many goals

• Bad: 10 goals at once
• Good: 2–3 major goals, each with 3–5 key results

Mistake 4: Not reviewing progress

• Bad: Set goals in January, check in December
• Good: Monthly reviews — what’s working, what needs to change

Goals are tools, not contracts. Adjust as you learn.

The Framework in Action

Here’s what this looks like for a pre-PMF deep tech startup:

Goal: Close first customer

• % under control: 50%
• Target: July
• Key Results:
  • Identify ideal customer profile (Feb)
  • Qualify 5 opportunities in the ICP (Apr)
  • Close one opportunity in the ICP (Jul)

Key Takeaways

1. Goals focus on outcomes, not outputs: “Close 3 customers” not “Send 100 emails”
2. Use OKRs: Goals (outcomes) + Key Results (SMART metrics)
3. Confidence matters: >80% for 11-week goals, >60% for 6–18 month goals
4. SMART key results: Specific, Measurable, Achievable, Relevant, Time-bound
5. Review monthly: Goals are tools — adjust as you learn (and use our 90-day sales scorecard to evaluate your sales leadership against these goals)

The difference between founders who scale and those who stall? The ones who scale know exactly what they’re aiming for — and whether they’re hitting it.

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Struggling to set goals that actually move the needle? At VECTOR, goal-setting is one of the first things we tighten with founders. Apply to work with us — or read why narrowing your focus accelerates sales for the ICP clarity that makes these goals achievable.