Goals
Understand your target accounts’ specific business objectives and targets
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?”
“You mentioned targeting 20% revenue growth this year. What initiatives are driving that growth?”
“Based on your goal to reduce operational costs by 15%, our solution typically delivers 12-18% cost savings…”
“How are you measuring success for your customer satisfaction improvement goal of 85%?”
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.
- Quantify Impact: Use their specific metrics to demonstrate potential value
- Align Timelines: Match your implementation schedule to their goal deadlines
- Reference Sources: Mention where you learned about their goals to build credibility
- 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