Williams deputy team principal Claire Williams says that they must aim to finish in the points at every grand prix in 2014.
Williams endured one of its worst seasons in Formula 1 last year as they scored just five points and finished ninth in the championship.
Several rivals have tipped Williams to be one of the surprise packages in 2014, including former Williams driver Jenson Button.
Felipe Massa and Valtteri Bottas have both demonstrated competitive pace across the three pre-season tests both across short and long runs, as well as achieving good reliability.
The team unveiled a new partnership with Martini and a striking livery in London on Thursday.
"The Williams team has never really come out before a season and said where we want to finish, but P9 in the championship last year was really difficult for us and not where we want to be so we have to improve on that - there is no choice," Williams told Sky Sports News. "We are not in F1 to make up the numbers and finish at the back of the grid, we want to be winning grands prix again."
"Everyone at the team has been fighting really, really hard, we have made a lot of changes to the team over the past nine months and we hope they will take effect this year. If we could get both cars into the Q3 - the top 10 on the grid - and then achieve point-scoring positions in every race that would be fantastic."
Williams admitted that testing had been positive but added a note of caution with regards to the team's prospects ahead of next weekend's Australian Grand Prix.
"In testing you never know 100 per cent where you are going to be when you get to the first race afterwards, but it has been a really positive pre-season for us in Jerez and the two Bahrain ones.
"Felipe had a time that was quicker than everyone else's and we completed the second highest number of kilometres behind Mercedes, so it has been really positive.
"We have achieved everything we wanted to and we were able as well, after proving our reliability, to work on our performance. It stands us in really good stead, but you won't know where everyone is until we get to the first race."