This is not an exhaustive list, it just shows a few different possibilities. Others include geographic areas, lines of business within the organisation, product areas, etc.

Key Performance Indicators (KPIs)

Your organisation may already have a robust set of KPIs against which you wish to group Goals. This may be particularly appropriate for service delivery organisations. The exact KPIs will depend on your business, and some Goals will always fall into the ‘other’ category, however an example set is below:

Goal Type items might be:

  • Customer Service Score
  • Customer Net Promoter Score
  • Market Capitalisation
  • Staff Retention Rate
  • Other


Goals can also be defined in terms of who or what they are designed to benefit. Whilst there is some overlap with a balanced scorecard approach, not-for-profit organisations may find it useful to express goals in this way as it creates a tangible link between employee activities and the causes they are serving.

Goal Type items might be:

  • The Environment
  • The Community
  • Each Other

Goal Origination

Sometimes it can be useful to group Goals based on where they originated, thus painting a picture of the type of organisation you are running. For example, to help measure how proactive vs reactive you are, how top-down your management culture is, etc.

Goal Type items might be:

  • Annual Operating Plan
  • Customer/Client Feedback
  • Manager Directive
  • Self Directive


If you want to create a tighter link between your goals and the values of the organisation - i.e. you want to be able to explicitly show how a goal aligns to one of your values - you can do this using Goal Types. Simply create a Goal Type called 'Values' and then set a Goal Type item for each one of your values. People will then be able to specify how a goal links to a value (or multiple values if you enable this option on the Goal Type).

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