Most organizations explicitly state their goal. Often it expressed in the organization's Mission Statement. Similarly, clients have goals to attain. The total of client Goals should represent the organization's goal. Depending on the organization, different terms may fit.
Objectives speak to quality.
The currency of Objectives is effectiveness. They are not well suited to quantitative tabulations. Objectives are measured by Long Term Outcomes. For Clients , Objectives are the barriers that need to be overcome to reach the Goal. Objectives are always client specific.