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Writing Strategic Initiatives
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Writing a strategy document
Mar 6 3:00:53
Strategy documents need to outline two key things -- the objectives of the strategy, and the goals which are necessary to achieve these objectives.
Bob Lewis explained the difference between objectives and goals to me this way:
[An] objective [is] the point of it all, described from the perspective of business benefit. So if what's being proposed is a so-called CRM system (customer relationship management) the objective might be to increase revenue and decrease the cost of sales.
["Goals" are the] changes that will occur that will result in the benefits described as the objective. For the CRM effort, the goals might include designing a new sales process, selecting, configuring and implementing software that will support the process, developing and delivering a sales training program, and so on.
It's the difference between describing what will actually happen (goals) and what the business will achieve as a result (objective).
To help the manager evaluate the objectives and goals, most strategy documents are structured under seven sections:
NB: Objectives are sometimes referred to as the purpose of the strategy; Goals can also be known as [key] deliverables.
Documents can be structured in a variety of ways, for example: