Strategic goals and strategic objectives. You’ve probably heard of these. What do they mean? Both are key parts of planning. They define your organisation’s vision, values, mission, and purpose. But while there’s a link, they’re different.
Their roles (and scope) are distinct, as is the level of detail required to make them happen. We’re going to take a closer look at goals and objectives and how to align them so that your organisation’s vision and your teams’ means of achieving it, are on the same page.
What are strategic goals?
Sometimes known as BAGS (Big Ass Goals), strategic goals are, by that notion, not shy. They’re bold and out there: big, long-term outcomes your organisation wants to achieve. They summarise what your purpose is and where you’re headed. They apply to your whole organisation and can be financially-focused, but they’re not usually specific or measurable.
Strategic goals are important. They give your organisation a clear direction and focus. They help communicate your purpose to your stakeholders — employees, customers, investors, and partners. And it’s from these strategic goals, this foundation, that you can build your organisation’s strategic objectives.
What are strategic objectives?
These objectives are the steps you need to take to reach your strategic goals. They’re concrete and quantifiable, usually following an ‘Action, Description, and Timing’ structure. The targets of objectives are specific, and they apply to a certain department, team, or individual.
As the steps to achieve your strategic goals, objectives are integral because they:
- Give your organisation a clear roadmap and timeline.
- Help track and evaluate your progress and performance.
- Set the stage to create action plans with detailed tasks and activities (to make objectives happen).
How to align strategic goals and strategic objectives
Both goals and objectives are essential for planning. But they need to match and support each other. A common way to make sure your goals and objectives are aligned is to use the SMART criteria. Objectives should be:
- Specific — state what you want to do, who will do it, and how they’ll do it.
- Measurable — include indicators and numbers to show and measure the results.
- Achievable — be realistic, given your resources and limits.
- Relevant — match and support your strategic goals, vision, and mission.
- Time-bound — have a deadline or a time frame for when they’ll be done.
Using the SMART method, you can ensure your teams’ strategic objectives are aligned with your organisation’s goals — and that they are do-able. Strategic goals and objectives cannot exist in isolation. SMART criteria can help you align your goals and objectives to keep your organisation’s vision and your teams’ process for achieving it, on the same page.
Author: Nathan Davis, CT: Evolve (nathan.davis@ct.me)
