About Setting and Achieving Objectives

An objective is usually a sales or marketing goal, assigned to a particular individual or team, and targeted at a particular set of accounts or contacts. It includes one or more recommended activities to be performed by sales representatives as they visit the target contacts and accounts to which the objective is applied.

Ideally, objectives should be implemented at the beginning of a planning cycle.

Objectives can have child objectives associated with them. For example, an overall objective of increasing prescriptions of a particular product might have associated sub-objectives of increased calls to certain contacts or accounts and improved education on product issues.