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One element that all of the previous examples are missing — and it’s an important element — is a time frame. “Time bound” simply means that there needs to be some indication of when the objective is expected to be achieved. By what date or during what time frame? If you start your objective as: “Increase the number of repeat buyers of Product X by 25 percent,” but don’t indicate when that objective should be achieved, at the end of the year when you examine the results and they are only at 20 percent, a team member or the marketing manager could legitimately say, “I was thinking we’d do this by the end of next year!”

Well-developed objectives help you keep your team on track in terms of what the intended outcomes are, so that at the end of the time line you’ve established, two or more independent observers can say “Yes, we did” or “No, we didn’t” achieve this objective.