As with any business, it is important to have clearly defined agency goals. These goals can be used as guidelines for every aspect of your business. When tough questions arise, you can refer to your agency goals to figure out what must be done. Without a clear set of goals, your company runs the risk of performing self-defeating actions that could lead to the downfall of the organization.
So, why are agency goals so important, and how to do develop them? Here are a few ideas.
They provide guidance
Agency goals are important because they serve as a roadmap for where you want to go with your business. Every company has a different set of circumstances and, therefore, different goals. No two companies will be alike. Smaller departments of larger companies may even have different goals. Does your office want to see an increase in clients or more sales to the current clientele? Does your company want to maintain its current product and service offerings or do you want to offer something new? Answering these questions will provide much-needed guidance.
They provide sense of purpose
No one wants to work for a company without a sense of purpose. Holding people accountable for their work is much tougher when they don't have a real reason to care above and beyond getting a paycheck. Some companies hire and fire regularly in hopes of finding dedicated workers, not realizing that it’s the lack of purpose in the employee’s work that makes them underperform. When your agency has clearly defined goals, your employees will feel a sense of purpose for you as well as the team.
They provide sense of contribution
Just as important as having a sense of purpose, is having a sense of contribution. Agency goals show where the company wants to go, so employees at all levels can use these goals to measure their contribution to the company. When people see that what they are doing is positively affecting the team goals, they will care more about their work and become more dedicated. This dedication will lead to more great work, then a feeling of contribution, a sense of reward for meeting the goal and so on.
They provide clear understanding where you are
Agency goals are a great way for a business to stop and think about where they are. Knowing where you are will greatly help guide you towards the future. Understanding what you have available will give you a reasonable idea of what you could achieve in the near future. The more you know about your current status, the better, and agency goals work hand in hand with your company’s current status.
They provide clear understanding where you are going
Once you understand where you are, you can begin to plan where you are going. Knowledge of your business model, your team, and your resources can provide you with all the tools needed in order to succeed in the future. With agency goals, you will have the roadmap to your next location, be it more customers or higher revenue or something else. Keeping the future in mind is essential, and goals will help guide you to where you want to be.
What to consider when setting agency goals
Every agency is different, so each one will have different goals. Some agencies worry themselves with aiming for the same goals as other companies, even companies that are far larger with far more resources. They get caught in the trap of trying to reach so high with so little available, and when they fail to reach those lofty goals, they feel like they have failed. Study your company’s strengths and weaknesses. Understand where you are before you set out for where you are going. Your agency is its own entity and should measure success by its own terms.
While you need to be careful not to aim too high, do allow yourself to dream. Every major company in the world today once started as a small business. Don’t be surprised if it takes a while to get things growing, but allow yourself to think big and consider what it would look like if you saw massive growth. Brainstorm an ideal situation, where your company is successful as it can possibly be, and allow yourself to set that as a distant goal for the future. Then, use this goal as a tool to develop smaller, closer goals.
The importance of agency goals is their ability to guide your organization into the future with purpose. No company wants to stay stagnant for too long. If there is a way to grow, develop, and succeed in any area, why not aim for it? Think long and hard about where you want your agency to be someday, and use this as motivation to do your best at everything you do today. Instead of just going through the motions every needed task, you can begin to work towards your goals with drive and purpose.