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Objective setting

An effective strategy development process links general goals, strategies and more specific 

objectives and performance measures. One method of achieving this linkage is through tabu-

lation, as shown for a fictitious company in Table 5.6. Each of the objectives should have spe-

cific KPIs to ensure progress to the more general goal and also a timeframe in which to achieve 

these objectives. Despite the dynamism of digital business, some of the goals that require pro-

cesses to be re-engineered cannot be achieved immediately. Prioritisation of goals can help 

in communicating the digital business vision to staff and also when allocating resources to 

achieve the strategy. As with other forms of strategic objectives, digital business objectives 

should be SMART (Box 5.3) and include both efficiency and effectiveness measures.

Put simply, 

efficiency

 is ‘doing the thing right’ – it defines whether processes are com-

pleted using the least resources and in the shortest time possible.