Goal vs ObjectiveGoals are end results that have value. For example, a restaurant chain may have goals such as achieving revenue and establishing a reputation amongst customers. Objectives are steps towards goals that have strategic or tactical value. For example, a restaurant chain may have an objective to open a new location near a busy train station. On the day the new location opens, the objective is achieved. Expenses were incurred in opening the location and no revenue has been realized yet. However, the location has strategic value in achieving revenue goals.
Goal SettingIn many cases, employees who directly achieve revenue such as salespeople set goals. Employees who build strategic capabilities such as technology teams typically set objectives. Salespeople may also set objectives for strategic steps such as generating leads.
|Goal vs Objective|
A future result you intend to achieve.
A step towards a goal that has strategic or tactical value.