Defining goals and objectives for a business is vital to the success of any marketing plans, promotional tactics and the growth of the company in general. While the concept of operational objectives is a simple one, developing strong objectives that get results is a process that takes time and careful consideration.
Definition
An operational objective differs from a regular business objective in that it is more short term, relevant toward moving the business a step further toward achieving long-term goals and objectives. According to the Business Dictionary, operational objectives are also known as tactical objectives.
Goals and Objectives
Goals and objectives are frequently confused, when they are in fact two different types of statements that should complement one another to maximize success. According to KIDASA Software, Inc., a goal is a higher-level statement that should show how the operation or project aligns with the company's overall goals. An objective is a lower-level statement that focuses on specific parts of the operation and should align with the goals.
SMART
When setting operational objectives, the SMART acronym is helpful in ensuring the objective is as strong as possible. "Specific" and "Measurable" mean that the objective statement should be as explicit as possible, usually by being quantified (such as "by 15 percent" or "doubled"). "Attainable" and "Realistic" may seem obvious, but it is common for businesses to set operational objectives that ask for perfection in the hopes workers will respond to those high expectations. The result is more frequently a sense of failure when, despite hard work, the objective cannot be met. "Time-bound" means the objective should include a timeline or deadline, such as "by Dec. 15" or "in the second quarter."
Expert Insight
KIDASA Software, Inc., states that "objectives should refer to the deliverables of the project," meaning the more tangible goods and processes that will be used to see the operation through. If the deliverables of the objective are unclear, the objective itself may be too high-level or even a goal. However, occasionally the opposite becomes an issue as well, as is the case when an objective goes so far as describing the characteristics of the deliverables. In this case, KIDASA states that they may be requirements rather than objectives.
Tags: operational objectives, goals objectives, KIDASA Software, objectives that, statement that, states that, that should