How to do good management by objectives

Goal management begins with the formulation and decomposition of the goal system (such as index setting). The goal system must cover multiple levels of goals and indicators such as company, department, and employee levels. At the same time, goals and indicators should also include financial, customer and market, Internal operation, learning and growth, and other dimensions.

Financial goals are outcome indicators. Enterprises usually pursue current operating results, and the realization of financial goals must be effectively supported by goals such as internal operations and learning and growth. The company's goal management should not only focus on the realization of the current goals, but also the needs of the medium and long-term development of the enterprise. Some tasks may not have a direct impact on the realization of the current financial goals, but are crucial to the realization of the company's medium and long-term goals.

Therefore, the company's goals should be mutually supported by financial indicators, market indicators, internal operation indicators and learning and growth indicators, and should take into account the short-term and medium- and long-term development requirements.

Many enterprises, especially small and medium-sized enterprises, currently have almost no target system construction, or the tracking, evaluation, analysis, adjustment and improvement management of targets and indicators, and some have only one operating target number, even It was determined by the boss who patted his head.

We say that to do a good job of target management, first of all, we need to define the target management department, and this department shall lead the establishment and improvement of the target management system. The target management system generally includes the target management system, the target responsibility letter, the assessment system, and the decomposition rules around the target.

The marketing department acts as the "leader" of the company. When we formulate the annual target management mechanism, we must first formulate the business objectives of the marketing department, that is, we often say the formulation of the marketing management outline, including marketing positioning, marketing objectives, marketing methods and methods, marketing policies, marketing organization, marketing process, Marketing incentives, etc. The goals of the marketing department can neither be too single, nor empty or empty, otherwise other departments will not be able to play a clear and specific supporting and cooperative role, and it will also lead to over-allocation and waste of resources.

After completing the formulation of the marketing outline, we can formulate the goals of each department and formulate the company budget around the marketing outline.