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Objectives are designed to support the goals that have been established. Therefore, objectives need to be aligned with or directly connected to those goals. Let’s look at a couple of examples:

• Goal: To expand market share.

• Objective: Increase the number of repeat buyers of Product X by 25 percent.

In this case, the objective does not support the goal. The goal is about new customers and the objective talks about existing customers. An objective that would be aligned, or relevant, in this case might be: Increase the number of new buyers in the XYZ market area by 25 percent. That is an objective that would serve to meet the goal of expanding market share.