Whether you’re working on a team project or defining goals for an entire company, it’s critical your employees are on the same page when it comes to terminology.
“Goals” and “Objectives” often seem like two interchangeable phrases. “We have ambitious goals for 2019,” you might tell your marketing team, following up with, “Our objectives are aggressive, but entirely possible.”
When used in a marketing context, it’s easy to misconstrue goals and objectives. To ensure efficiency and unity, then, it’s vital your employees are up-to-date on the two terms you likely use when outlining your quarterly and yearly strategy.
Goals vs. objectives
A goal is a desired result you want to achieve, and is typically broad and long-term. You might use company goals to inform yearly strategies and guide the direction of all your marketing efforts. An objective, on the other hand, defines the specific, measurable actions each employee must take to achieve the overall goal. For instance, if your overall goal is to increase brand awareness, one objective