Goals are the specific, measurable business objectives and targets that companies establish to achieve their Strategic Priorities, often including timelines, metrics, and success criteria.

​
What Are Goals?

Goals represent the concrete, actionable objectives that companies set to execute their strategic vision:
  • Specific revenue, growth, or market share targets
  • Operational efficiency and cost reduction objectives
  • Customer satisfaction and retention goals
  • Technology implementation and transformation milestones
Goals are typically more specific and measurable than Strategic Priorities, often including quantitative targets, timelines, and success metrics extracted from earnings calls, annual reports, and strategic communications.

​
Common Goal Categories

Financial Targets

Revenue growth, profit margins, cost reduction, ROI objectives

Operational Goals

Efficiency improvements, productivity targets, quality metrics, service levels

Market & Customer Goals

Market share growth, customer acquisition, retention rates, satisfaction scores

Innovation & Growth

New product launches, market expansion, technology adoption, capability building

​
Why Goals Matter for Sales

​
Quantifiable Value Connection

Goals provide specific metrics that enable you to:
  • Quantify your solution’s potential impact on their objectives
  • Create ROI calculations based on their stated targets
  • Demonstrate measurable business outcomes from implementation
  • Build compelling business cases with their own success criteria

​
Timeline Alignment

Understanding their Goals helps you:
  • Position your solution within their project timelines
  • Create urgency around time-bound objectives
  • Align implementation schedules with their target dates
  • Identify budget cycles and decision-making windows

​
How to Use Goals

​
In Sales Conversations

“You mentioned targeting 20% revenue growth this year. What initiatives are driving that growth?”

​
Proposal Development

  • Map solution capabilities directly to their stated goals
  • Include their success metrics in your ROI calculations
  • Reference their timelines in implementation planning
  • Structure business cases around their measurable objectives

​
Urgency Creation

  • Connect to time-sensitive goals and deadlines
  • Reference publicly stated commitments to stakeholders
  • Highlight risks of not achieving stated objectives
  • Position your solution as essential to goal achievement

​
Best Practices

Goals may change or be deprioritized based on market conditions or internal shifts. Always validate current relevance and priority during discovery.
  1. Quantify Impact: Use their specific metrics to demonstrate potential value
  2. Align Timelines: Match your implementation schedule to their goal deadlines
  3. Reference Sources: Mention where you learned about their goals to build credibility
  4. Connect to Outcomes: Link your solution’s benefits to their success criteria

​
Integration with Sales Process

Goals enhance your sales effectiveness by:
  • Qualification: Identify accounts with goals that align with your solution
  • Discovery: Ask targeted questions about goal implementation and challenges
  • Presentation: Structure demos around helping them achieve specific goals
  • Negotiation: Reference goal importance to justify investment and timeline
  • Implementation: Design deployment plans that support goal achievement

​
Quick Actions

Review Account Goals

Examine specific goals for your target accounts

Build ROI Models

Create value calculations based on their goals

Ask AI Assistant

Get insights on leveraging specific goals