Establishing Strategic Objectives and Goals

Establishing long-term strategic objectives and organization-wide goals can be a daunting task. We at OnStrategy know and understand this so we have provided you with a quick and easy overview of what to consider when you are ready to embark on this endeavor.

Org-Wide Goals and Measures — Once you have formulated your strategic objectives, you should translate them into goals and measures that can be clearly communicated to your planning team (team leaders and/or team members). You want to set goals that convert the strategic objectives into specific performance targets. Effective goals clearly state what, when, how, and who, and they are specifically measurable. They should address what you need to do in the short-term (think 1-3 years) to achieve your strategic objectives.

Long-Term Strategic Objectives–You will find the four key areas emphasized by the Balanced Scorecard* provided in OnStrategy to guide you in creating strategic objectives. Using the information gathered in your SWOT, for each of the following areas develop at least one objective, but no more than five to seven.

  • The “Financial” perspective indicates whether the company’s strategy, implementation, and execution are contributing to top and bottom line improvement include the following: Cash flow, Sales growth, Market share, and ROE.
  • The “Customer” perspective is focused primarily on creating value and differentiation when acquiring, retaining or servicing the customer. This driver deals primarily with gaining and growing customers and market share.
  • Focusing on “Internal Processes” in operations has the greatest impact on customer satisfaction. Positive long term results rely on defining the competencies needed to maintain market leadership and maximizing the effectiveness of those internal systems.
  • The “People/Learning” perspective relies on a company’s commitment to its greatest resource—people. This area focuses on creating value by developing an environment that fosters learning, innovation, and prioritizing on its “human asset.” The premise is that people drive the other three elements to achieve the company’s goals.



What is 7 + 5 ?
Please leave these two fields as-is:
All fields are required.

Free Guides & Resources

OKRs that work
Setting OKRs that Work

A FREE downloadable guide and canvas to build Objectives and Key Results.

SWOT Assessment Guide

A FREE downloadable guide and canvas to complete a SWOT analysis, synthesize it into Competitive Advantages, and then use your SWOT to create SMART goals.

Guide to Create KPIs with 100 Example Metrics

A FREE downloadable guide to learn the basics of Key Performance Indicators with 100 example metric sources for ever department of your organization.

Free Guide for Writing Better SMART Goals

Download the FREE guide to learn how to create goals that have impact in your organization.

Growth Strategy
Free Guide to Build a Growth Strategy

A FREE downloadable guide and canvas to create a growth strategy that clearly defines where you play and how you’ll win.

Goals and OKR Cycle
Goals/OKR Cycle Guide

A FREE downloadable guide and canvas to establish a quarterly rhythm for OKRs and Goals.

OKR Essentials
OKR Essentials Cheat Sheet

Download the free cheat sheet to guide you through building and refreshing OKRs.

Join 50,000 Other Leaders Engaged in Transforming Their Organizations

Subscrbe to get the latest agile strategy best practices, free guides, case studies, and videos in your inbox every other week.

We Believe in Empowering Teams to do Amazing
Work, Consistently and Passionately

Success isn’t a list of flashy logos. It’s about helping anyone who wants to lead a great organization.
If that’s you, join our list of clients – you’re in good company:

Armen EZR Multnomah RHA SEO Monitor
Chobani Cisco Armen KIA Patagonia
Concordia College Davenport Fairbanks St. John's Washoe County School District
Boys and Girls Club BSA Cancer Society Maryland Food Bank Make A Wish
CMPD Long Beach San Francisco City of Sparks Washoe County