According to the Business Motivation Model (BMM), a Business Goal is a statement about a state or condition of the organization to be brought about or sustained through appropriate Means. A Business Goal amplifies a Vision - it indicates what must be satisfied on a continuing basis to effectively attain the Vision.
A Business Goal should generally be attainable and should be more specifically oriented to a single aspect of the business problem than a Vision. A Goal should be narrow in focus; enough that it can be quantified by Objectives. A Vision, in contrast, is too broad or grandiose for it to be specifically measured directly by Objectives. However, determining whether a statement is a Vision or a Goal is often impossible without in-depth knowledge of the context and intent of the business planners.
Examples of Business Goals
▪Improve quality of service.
▪Be considered as a first-rate hotel for business travelers.
Business Goals amplified by Business Objectives
Business Goals are supported by Business Objectives. Both Business Goals and their supporting Business Objectives can be visually modeled on the Enterprise Direction diagram, which supports the Business Motivation Model (BMM).
Properties of a Business Goal
Target Date
The date when the Business Goal is to be accomplished.
Owner
In the Owner property, you specify the Organizational Unit that has specified the Business Goal. It is important to understand who has specified the Goal. If you do not know the responsible party for a Goal, it might be hard in the future to track down the reason for it, which might lead to perpetuation of unnecessary Goals. Goals might have been created because of market conditions that have long since changed. Knowing the owner enables you to challenge the Goal to see if it is still necessary.
Strategies
You can specify what Strategies are used to achieve a Business Goal via the Strategy Vs Business Goal matrix, in the Enterprise Direction Matrices tab of the Matrix browser (select View > Matrix Browser to open).
Business policies
A Business Policy affects the achievement of a Business Goal. You can specify which Business Policies affect which Business Goals via the Business Policy Vs Business Goal matrix, in the Enterprise Direction Matrices tab of the Matrix browser (select View > Matrix Browser to open).
Services
A Business Goal can be related to the delivery of Business Service. You can directly specify what Business Services satisfy a Business Goal in this list property.
Metrics
You can align your Business Goals with Performance Measurement Groupings. This enables you to develop a line of sight of your goals to established performance measures. According to the metamodel of the Federal Enterprise Architecture (FEA) Reference Models, Performance Measurement Groupings provide a finer level of detail to Performance Measurement Categories, which in turn provide a finer level of detail to Performance Measurement Areas.
▪Examples of Performance Measurement Areas are Mission and Business Results, Customer Results, Processes and Activities, and Technology.
▪A particular Performance Measurement Area such as Customer Results is broken down into Performance Measurement Categories such as Customer Benefit, Service Accessibility, Service Coverage, Service Quality, and Timeliness and Responsiveness.
▪A particular Performance Measurement Category such as Customer Benefit is broken down into Performance Measurement Groupings such as Customer Complaints, Customer Impact or Burden, Customer Retention, Customer Satisfaction, and Customer training.
The complete Performance Reference Model can be automatically imported into System Architect with the iRMA option.
Strategic outcomes
You can specify what Strategic Outcomes the Business Goal supports in this property. Strategic Outcome Domain is part of the FEA Reference model metamodel, supported in the iRMA paid add-on to System Architect.