Corporate objectives

The importance of setting corporate objectives

Reading time: about 8 min


  • Strategic planning

Businesses generally don’t achieve success by accident. It takes good ideas, strategic planning, a shared vision, and dedicated work. It also takes setting realistic and achievable corporate objectives and goals. This makes it easier for everybody to stay focused on what needs to be done to grow the business and sustain profitability. 

Without corporate objectives, you might achieve some success. But it will be more difficult and take longer to get where you want to go. It’s like setting out on a road trip without a map or GPS. You know the general direction you want to go, but you don’t know the fastest and best ways to get there.

In this post, we’ll discuss why it’s important to set corporate objectives, give you some examples of corporate objectives, and share some templates that can help you to effectively set objectives and goals.

What are corporate objectives?

To understand what corporate objectives are, let’s talk about what corporate goals are. People often talk about corporate goals and objectives as if they are the same thing. The two terms are related and usually work together, but each serves its own specific purpose.

A corporate goal is the end result your company hopes to achieve. It’s something general or abstract that you want to achieve in the long term, but it doesn’t specify how or when you will achieve it. For example, a corporate goal may be to become the biggest supplier of a product or service in your market.

A business objective is what you need to do, and how you are going to do it, to achieve your long-term goals. It is the measurable and time-specific steps or tasks that need to be done on your way to reaching your long-term goal. For example, an objective might be to increase sales by 5% in the next quarter. Then you would outline the specifics of how you expect to achieve that objective within the stated time frame. 

Why are corporate objectives important? 

Because your mission statements and goals are broad, they lack the specific details needed to provide clear guidance. Like a map or a GPS system, corporate objectives will help you to take appropriate action, design efficient strategies, allocate the right resources, and make good decisions on the path to achieving your goals.

Formulating good corporate objectives is essential for keeping your organization on the right path. Here are a few reasons why setting corporate objectives is important:

  • Clarity and alignment: Corporate objects clearly state what your company wants to achieve. They help the entire organization understand the company’s purpose, which helps you to align all resources and efforts toward the same goal.
  • Measurement and evaluation: Corporate objectives are measurable and bound to a specific time frame. This means you can track, monitor, evaluate, and adjust objectives (if necessary) as you go. This helps you to ensure that the objectives are progressing in a timely manner on the right course toward the right goals.
  • Motivation: When your employees see how their work contributes to the corporate objectives in a positive way, it gives them a sense of accomplishment and motivation. This can boost their morale and commitment to the team and the organization as a whole.
  • Resource allocation: Well-defined objectives can help you to prioritize projects so you can make better decisions about where to allocate human, material, and financial resources.

The objectives you set should have a positive impact on the people, processes, procedures, and strategies you choose to reach specific targets along your path.

Corporate objective examples

There are many different types of corporate objectives that can be used to address multiple areas of business. Following are a few common corporate objective examples:

Financial objectives

These objectives relate to how well your company performs financially. Financial objectives might include:

  • Profitability: This type of objective might detail what you need to do to increase your company’s profitability, and what you can do to maintain it. Being profitable keeps your company healthy and investors happy, and contributes to the success of your long-term goals.
  • Revenue, costs, and cash flow: These objectives help you to look at ways to balance how much money you make and how much you spend. To keep your doors open and the lights on, you need to bring in more money than you spend (positive cash flow). For example, you might define objectives that will help you to: 
    • Efficiently allocate existing resources.
    • Increase production and reduce time to market.
    • Reduce bottlenecks and improve processes.
    • Increase revenue by a certain percentage in the next quarter while cutting costs.
  • Sustainable growth: A big mistake some businesses make is trying to grow too quickly. They invest a lot of money into new locations, equipment, and roles without researching whether the growth is sustainable. Sustainable growth objectives can help you make better financial decisions as you plan for future growth.

Marketing and customer-centric objectives

These are objectives that you might set to increase market share and improve customer satisfaction. These objectives might include:

  • Competitive positioning: You need to understand how your product compares to similar products in the same market. You might use competitive positioning objectives to analyze your product’s strengths and weaknesses against the leading product in the market. This can lead to improvements in design and efficiencies in production that can beat the competition.
  • Market share: This type of objective helps you to understand where your product sits in the market. If your market share is lower than the competition, a market share objective can help you to increase your market share through targeted ad campaigns on social media, via email, and so on.
  • Customer satisfaction: Happy customers can lead to a healthy, successful business. Customer satisfaction objectives can help you to formulate plans to address customer concerns and resolve problems quickly. This might mean adding more team members to your support team, extending customer support hours, or finding the root cause of customer complaints and fixing the problem.

Internal operational objectives

These objectives focus on internal processes, efficiency, and productivity. Operational objectives can include:

  • Employee satisfaction and engagement: Unhappy employees can be almost as detrimental to your success as unhappy customers. If your employees aren’t happy, you might need to look at objectives that will keep them satisfied and engaged in the work. These objectives can include recognition for contributions, incentives to do quality work, project leadership, training to add new skill sets, and more. This can lead to happier, more engaged employees and reduce burnout and employee turnover.
  • Productivity: Successful businesses are always looking for ways to improve processes and procedures to increase productivity and efficiency. This is not about forcing your employees to work harder, faster, and longer. Instead, productivity objectives can help you to look for ways to make things run more smoothly. Objectives might include better training on procedures, finding and eliminating bottlenecks, reducing waste, eliminating work silos, and so on.
  • Employee development: Some employees are perfectly happy doing the same job every day. Others need to know that there is a chance for promotions and advancement. Employee development objectives include looking at ways that help your employees grow. This might include increased training, leadership or management roles, transfers to different departments, etc.

Formulating effective corporate objectives

Creating effective objectives is critical to providing clarity and the direction to follow that will lead to your long-term goals. Here are a few tips for creating objectives and links to templates that can help you find and stay on the path to achieving your goals.

Make them SMART

When defining corporate objectives, make sure they are specific, measurable, attainable, relevant, and timely (SMART). The SMART template at Lucidspark can help you to define SMART objectives.

SMART goals template
SMART goals template (click to use template)

Align your teams and key stakeholders

It’s important to get buy-in from your teams and stakeholders. To do this you need to involve your teams and key stakeholders such as senior- and executive-level management in the process of setting objectives. This can help to keep everybody aligned as you follow the steps to reach your goals. The Lucidspark team alignment template can help you visualize your objectives and commitments to ensure that everybody stays on the same path.

Team alignment template
Team alignment template (click to use template)

Prioritize key objectives

Don’t try to do everything at once. Focus on a few key objectives and prioritize them based on their impact or urgency. Lucidspark has several prioritization matrix templates that can help you determine which objectives need to be worked on immediately and which can wait for a while. This can make it easier to track and measure progress.

Break down large objectives into milestones

Breaking down large corporate objectives into smaller milestones or departmental objectives can make things more manageable. Milestones serve as checkpoints that make the project less intimidating and easier to track and measure. Use this milestone chart to visualize your key milestones.

Milestone chart template
Milestone chart template (click to use template)


Setting corporate objectives is essential for directing your company toward the same goals. Making your objectives SMART, involving teams and stakeholders, and sticking to a good strategy can increase your chances for success. Setting corporate objectives in an ongoing process that changes as necessary as you monitor and measure progress, and as your organization evolves and grows.

As you set corporate objectives, make sure everybody understands your vision and business plan. This will help you to keep aligned throughout the organization so everybody works towards the same goals.

eat the frog

Check out more templates to help you with strategic planning for your organization.

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About Lucidspark

Lucidspark, a cloud-based virtual whiteboard, is a core component of Lucid Software's Visual Collaboration Suite. This cutting-edge digital canvas brings teams together to brainstorm, collaborate, and consolidate collective thinking into actionable next steps—all in real time. Lucid is proud to serve top businesses around the world, including customers such as Google, GE, and NBC Universal, and 99% of the Fortune 500. Lucid partners with industry leaders, including Google, Atlassian, and Microsoft. Since its founding, Lucid has received numerous awards for its products, business, and workplace culture. For more information, visit

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