This document provides sample business objectives that can be inserted into a Balanced Scorecard Strategy Map. It lists objectives related to customers and external stakeholders, financial, learning and growth, and business processes. Each objective should contain a description, value created, deliverables, deadlines, and measures for success using the SMART technique of being specific, measurable, actionable, realistic, and time-sensitive.

1. Business Objectives Matrix
Purpose
This tool provides sample business objectives that can be inserted into a Balanced Scorecard Strategy Map. Ensure that
each objective contains a description, value created, deliverables, deadlines, and measures for success. The SMART
technique works well for documenting business objectives: Specific, Measurable, Actionable, Realistic, and Time-
Sensitive.
Customers & External Stakeholders Financial
• Maximize Customer Satisfaction • Maximize Revenue/Cut Costs
• Increase Retention Rates • Maximize Shareholder Value
• Increase Average Customer Lifetime Value • Increase Market Share
• Reduce Support Ticket Resolution Time • Maximize Annual Profit
• Profile Profitable Customers & Market Segments • Maximize Return on Investment (ROI)
• Support Local Communities • Maximize Return on Equity (ROE)
• Help Partners Increase Revenues • Maximize Return on Assets (ROA)
• Improve Brand Equity • Maximize Cash Flow

2. Learning & Growth
Business Processes
• Increase/Improve Training for Employees
• Improve Product Management with Customer Input
• Convert to Results-Only Work Environment
• Increase Project Management Maturity
• Increase Number of Employees
• Streamline Business Processes
• Reduce Number of Employees
• Document All Business Processes
• Reduce Churn of Sales Employees
• Automate Processes with Technology
• Increase Retention of Star Employees
• Improve Business Process KPIs
• Improve Performance Review Process
• Implement Performance Measurement Initiatives
• Improve Knowledge Management
• Achieve Compliance with Regulations (Sarbanes-
• Expand into New Markets Oxley)
• Integrate Processes (Merger/Acquisition)