A measurable business goal states a desired organizational outcome with specific benefits, quantities, and time conditions. It clarifies expectations, supports feasibility decisions, and makes achievement assessable. section 4.2.6
Make the goal precise by checking that it is:
- Specific about the intended outcome and the action being encouraged. section 4.2.6
- Measurable through quantities and time, such as increasing ticket sales by 5% over the next year. section 4.2.6
- Achievable, relevant to the organization’s current context, and aligned with its strategy. section 4.2.6
From a vague ambition to a measurable goal
“Encourage travelers to fly with Flying High” becomes “Increase ticket sales by 5% over the next year.” Asking why a requested feature matters can reveal a more relevant goal: generating revenue from selling Frequent Flyer points and member benefits to banking partners. section 4.2.6 section 4.2.8
In order to increase ticket sales by 5% over the next year As the Flying High Sales Manager I want to encourage travelers to fly with Flying High rather than with a rival company
Use the structured goal example to connect a quantified outcome with an organizational role and a desired behavior. section 4.2.6
