Executing Strategy

Defining Objectives

and Metrics

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34 Executing Strategy

W

hile your company identifies overarching long-term,

strategic objectives, your unit may have determined

some strategic objectives of its own. Further, an action plan for a

strategic initiative typically has longer-term objectives (e.g., for

years 1, 2, and 3), with shorter-term objectives contained within

the action plan steps.

For example, a company might have a mission to become

known as number one in customer service in its industry—with a

strategic objective of raising its customer service index by eight

points over the next two years. Senior management ...