By Shannon Sage Published on 10-12-10
Examples of Strategic Objectives

Use the following criteria when evaluating each objective:

  • Is my objective broad and non-measurable?
  • Is my objective continuous, ongoing, and non-dated?
  • Does it convert my mission/vision into action?
  • Does it help to sustain my competitive advantage?

Financial Growth

  • Financial Growth: To exceed $10 million in the next ten years.
  • Financial Growth: To increase revenue by 10% annually.
  • Financial Growth: To increase gross profit by 10% annually.
  • Financial Growth: To increase sales by 10% annually.

Financial Efficiency

  • Financial Efficiency: To decrease expenses by 5%.
  • Financial Efficiency: To increase net profit by 10%.annually.
  • Financial Efficiency: To improve overall efficiency as measured by throughput.
  • Financial Efficiency: To improve overall productivity (doing more with what you have).


Current Customer

  • Current Customer: Expand sales to existing customers.
  • Current Customer: Increase customer retention.
  • Current Customer: Increase customer loyalty.
  • Current Customer: Cross sell existing products/services to current clients.
  • Current Customer: Achieve and maintain outstanding customer service.
  • Current Customer: Develop and use a customer database.
  • Current Customer: Anticipate future customer needs through customer feedback.

New Customer

  • New Customer: Introduce existing products into a new market.
  • New Customer: Introduce new products to new and existing markets.
  • New Customer: Anticipate future customer needs through customer feedback.
  • New Customer: To expand sales to the global marketplace.

Customer Service

  • Customer Service: Improve our service approach for new and existing customers.


Product/Service/Program Managment

  • Product/Service/Program Mngt: To have all product meet standard of excellence guidelines. (Some businesses prefer to list their individual product or service as separate objectives.)

Operations Managment

  • Operations Mngt: To continually improve internal process to realize efficiencies.
  • Operations Mngt: Capitalize on physical facilities (location, capacity, etc.).
  • Operations Mngt: Improve organizational structure.
  • Operations Mngt: Redirect or restructure available resources.
  • Operations Mngt: Increase community outreach.

Technology Management

  • Technology Mngt: Increase efficiencies through use of wireless or virtual technology.
  • Technology Mngt: To successfully implement and realize benefits from our computer and software systems.

Communication Management

  • Communication Mngt: Improve internal communications.

Customer Management

  • Customer Mngt: Acquire enhanced CRM data mining capabilities.
  • Customer Mngt: To execute and maintain a CRM process that is producing results.

Marketing Management

  • Marketing Mngt: To continuously broaden our customer database by obtaining new information on customer characteristics and needs.
  • Marketing Mngt: Develop and implement a promotional plan to drive increased business.
  • Marketing Mngt: Improve marketing, advertising and public relations.

Alliance Management

  • Alliance Mngt: Establish one new strategic alliance annually.

Channel Management

  • Channel Mngt: To aggressively strengthen our upstream channels.
  • Channel Mngt: Improve distributor and/or supplier relationships.



  • People: To hire, develop and maintain the right people, in the right “seats on the bus.”
  • People: Employ professionals who create success for customers.


  • Training: Develop broad set of skills useful for customer support.
  • Training: To develop the leadership abilities and potential of our team.


  • Culture: To align incentives and staff rewards with performance.


  • Knowledge: Transfer knowledge from leading-edge clients.
  • Knowledge: To continually learn and adopt current best practices.

Shannon Sage