Objective

Intro

An objective is a desired outcome that is quantifiable and measurable. In EA and process work, objectives link strategy to execution and enable clear tracking.

Key points:

• Defines specific targets with metrics and timeframes.
• Drives alignment across teams and portfolios.
• Common use cases across EA/BPM/Data/App/Tech include capability OKRs, process SLAs, and platform modernization targets.
• Pitfall: writing vague objectives that cannot be measured.

Examples:

• Increase new‑product revenue by 30% in the next calendar year.
• Reduce incident MTTR to under 2 hours this quarter.
• Retire 15 redundant applications by year‑end.

In practice:

Make objectives SMART and tie them to accountable owners and funding decisions.

Related terms: Goal; Key Performance Indicator; Balanced Scorecard

FAQs:

Q: How is an objective different from a goal?
A: Objectives are measurable and time‑bound; goals are broader.

Q: Should every initiative map to an objective?
A: Yes; otherwise, value and priority are unclear.

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