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Objectives are identifiable and meaningful steps on the path to a goal. The following are illustrative examples.EducationPassing an exam is an objective that is necessary to achieve the goal of graduating from a university with a degree.CareerGaining public speaking experience is an objective on the path to becoming a senior manager.Small BusinessOpening a second location is an objective in a restaurant's plan to scale its business.SalesA sales team establishes the objective to automate lead qualification with the goal of improving sales conversion rate and lead value.
Customer ServiceA customer service department has an objective to measure customer satisfaction and reward agents who are impressing customers. The end-goal is to improve brand value and reputation.Banking A bank establishes an objective to implement decision support tools that allow equity traders to quickly model the risk associated with a position. The goal is to manage risk more effectively.OverviewObjectives are meaningful steps on the path to end-goals. End-goals such as getting into university, getting a promotion or increasing business revenue often aren't directly actionable. Objectives are actionable such that they are used for planning and evaluating performance.DiscussionIn practice, it is common to use the term goals in place of objectives. This is ambiguous because goals include both actionable goals and end-goals that aren't actionable. As such, in an organizational setting is perhaps more correct to use the term objective. It is also common to use the term SMART goals as this indicates goals must be actionable.Next: More Examples of Objectives
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