Goal Management enables organizations to efficiently communicate strategies and business objectives to every manager, department, and individual across the organization. The crucial aspect lies in establishing a cohesive connection between strategies, objectives, KPIs, and activities using suitable tools and communication channels.
Effective goal management tracks measurable actions that lead to the desired end result of achieving the organizational mission and vision. The goal management plan should include individual, department/division, and company-level goals. Goal management helps organizations communicate their strategies and business objectives effectively to all managers, departments, and individuals within the organization
Goal management is essential for aligning the organization. Allison Walsh writes for Harvard Business Review , “Achieving goals becomes easier when they’re connected to a reason and purpose.” By involving all employees, they feel empowered, as they understand that their individual contributions contribute to the company’s success. Strategic goal management promotes transparency, boosts employee engagement , and adapts to the evolving needs of the business.
Goals are broad, long-term accomplishments aligned to the company mission and vision. Objectives are meaningful, measurable actions that are taken to help accomplish the broader goal. While goals are more static, objectives are adjusted as the business needs change.
Some organizations may use more general objectives for the purpose of standardization across the organization, but the majority will create objectives that are specific to the individual employee. While objectives can be utilized exclusive from goal creation, it is best practice and most effective to determine individual objectives based on goals. The Marketing department example below shows how goals and objectives differ in practice but can and should be developed together.
Goal Title: Increase Online Presence
Goal Definition : Create 3 new blog posts per month over the next 12 months
Objective Title: Improve Search Rank Across Top 10 Keywords
The key drivers behind goal accomplishment are motivation and contribution. Employees are motivated to achieve challenging, yet attainable goals when it is evident that their efforts affect the organization at large. Objectives are the tool for measuring those efforts.
Creating goals can be overwhelming without a well-established framework. To ensure that goal management is not just a task to be checked off, it is essential to consistently and effectively communicate the purpose of goal setting. The following points highlight why goal management is crucial for cultivating high-performing cultures.
Sense of Belonging
It can be easy for employees to feel as though they are just another cog in the wheel if they are not continually reminded why their job matters. Strong goal management practices are driven by the organization’s mission and vision and therefore give all employees a common purpose. Goal management ensures all team members are heading in the same direction which alleviates the negative effects of working in silos and boosts individual productivity.
Transparency
Without continual goal conversations, it can be difficult to know how well the business is performing. Goal management allows for checkpoints along the way to assess what’s working and what isn’t. Transparent goal metrics give clear visibility into what actions need to continue, be adjusted, or be stopped altogether. Goal management pulls back the curtain and helps to eliminate performance blindspots.
Accountability
When every employee is responsible for achieving goals, they are motivated to take ownership of their performance. By setting goals and being evaluated on goal attainment, individuals are held accountable for their commitments. This also puts the onus on managers and top leaders to fulfill their responsibility of providing the necessary resources and coaching when needed, ensuring everyone’s success.
