Tips to create effective objectives and to achieve them.

1. 5 concrete ways to make it work
Objective
Setting Done Right
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2. 1. Objective setting is teamwork
2. Set aspiring long term focus domains
3. Use OKR (objectives & key results)
4. Make everything measurable
5. Celebrate success
5 concrete ways to make it work
Table of content
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3. Make your strategy clearer with
objective setting
Executive Summary
Create clarity and direction inside and outside your
organization.
Do one of the following statements feel familiar?
• Our objectives are too vague.
• Our strategic plan is mostly focused on short term goals.
• Most of our objectives come from the top.
• We almost never celebrate success.
If so, this book might help you to:
• Build a more motivated and committed team.
• Not only focus on the "what" but also on the "how".
• Clarity throughout your organization.
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4. Objective setting is
teamwork
1
Board
Board
Middle management &
sales partners
Middle management &
sales partners
Team
members
Team
members
Bottom-Up
Approach
Top-Down
Approach
Top management decides on the overall company and sales targets.
Why? Because this will help teams to provide a vision and a framework.
Sales and marketing teams make a budget, set goals and define the "how".
Why? Team members have the best feel of the market and customers.
To create commitment and motivation you need a process of
iterating from top to bottom.
OBJECTIVE SETTING DONE RIGHT 4

5. A bottom-up approach creates involvement & commitment.
It also stimulates creativity in the process.
Top-Down Approach
Bottom-Up Approach
• Define a long term strategy with the board.
• Make a budget.
• Set overall targets.
• Brief middle management/sales partners to come up with a plan to
reach these targets.
• Let the team describe their own ‘dream’ for
the company.
• Let the team set their own targets.
• Make the team present their plans with other teams and ask them to
adjust accordingly.
Blend both outcomes
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OBJECTIVE SETTING DONE RIGHT

6. Bottom-up process
Teams challenge
each other
Bottom-up
process
Aspiring Focus
Domains
Set aspiring long
term focus domains
2
Culture
Challenge
Respect
Shared Vision
The Why
• How the company plan is constantly
challenging us
• Continous learning opportunities
• Company DNA based on respect
• Recognition
• Rewards
• How we can change the world
• How we can make a positive impact
• Our story
• Clear objective metrics
• Our deeper purpose
• What we stand for
• Why we exist
• Why customers love us
Culture: Shared Vision:
The Why:
Challenge:
Respect:
• The culture of sharing: share
everything
Take these 5 elements into considaration to create long term
commitment and engagement.
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OBJECTIVE SETTING DONE RIGHT

7. Make sure 80% of your objectives are linked to your long term
focus domains.
Accelerators
Detractors
Accelerators: Detractors
• Ecosystem helping you in the same
direction (e.g.: partners, shareholders,
etc..)
• Internal unity ( team alignment)
• Competitors
• Short term trends
Objectives
& Key Re
s
u
l
t
s
(
O
K
R
)
80%
of your
objectives
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OBJECTIVE SETTING DONE RIGHT

8. Use OKR
(Objectives & Key Results)
3
OKR stands for Objectives and Key Results. It's a methodology
that makes sure your strategy becomes measurable, tangible
and executable in teams.
Separate leading indicators from lagging indicators.
Key Results Next Year's
Objective
Long Term
Aspiring Focus
Domain
Key Results
LEADING INDICATORS
Objectives
LAGGING INDICATORS
Go to the gym
Drink more water
Eat healthier
Lose pounds End top 3 at
the London Marathon
How? What? Where are we going?
OKR translates the what into the how.
What: Lagging indicators
How: Leading indicators
=
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OBJECTIVE SETTING DONE RIGHT

9. Make everything
measurable
4
Challenge: Sometimes objectives are too vague.
Key Results
Going to the gym Going to the gym 2x a week
Drink more water Drink 2L water per day
Eat healthier Cut down sugar
Eg. “Next year we want to grow.” Challenge yourself and your team to be specific about the
end goal and about how to achieve that goal. Do we want to grow top line or bottom line? Do
we want to grow in all market segments? What are the most important initatives that will lead
to growth and do we have a system in place to measure it?
Spend time in making leading AND lagging indicators
measurable and use the right tools to measure.
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OBJECTIVE SETTING DONE RIGHT

10. Celebrate Success
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Here are three reasons why celebrating success is important.
1. It changes the mental state and the self-esteem of the team.
2. Celebrating with colleagues makes relationships stronger in a team.
3. Everybody likes a winning team, this will attract more winners in your
organization.
You're on a long journey, celebrate every moment you get closer
to your objectives.
Eg. email, Slack,
in team,...
In team meetings:
Wins of the week
In team meetings:
Wins of the month
In team meetings:
"Quarterly awards,
incentives,...
In team meeting:
Yearly awards,
incentives,...
Daily Monthly
Weekly Quarterly Yearly
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OBJECTIVE SETTING DONE RIGHT

11. IT’S FINE
TO CELEBRATE
SUCCESS
BUT IT IS FAR MORE
IMPORTANT TO
HEED THE LESSONS
OF FAILURE
- BILL GATES -
Don’t forget...
OBJECTIVE SETTING DONE RIGHT 11

12. Qollabi helps you to build stronger relationships with your business
partners. We call our software BRM: Business Relationship Management
Software.
We especially developed it for professionals managing indirect sales
channels like agents, branches, distributors, dealers, brokers, resellers
etc.
Our customers choose Qollabi BRM because of increased commitment
and accountability. Both, within their own organization as between them
and their business partners. Want to know more? Discover what Qollabi
can do for you.
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