An example of a goal would be to increase market share among psychiatric hospitals in the northeast. Note that this goal does not stipulate how much share is to be gained or when. Specific psychiatric hospitals are not identified. A goal is a general statement in this sense. It lacks details, but provides overall strategic direction from which to develop objectives.
Objectives are very specific.
Such an objective might consist of a list of 14 psychiatric hospitals located in upper New York state, Connecticut, and Rhode Island. Massachusetts, Vermont, New Hampshire, and Maine are not included because of an inadequate sales force in those states. This is a key issue that serves to shape the objective. Furthermore, this increase in market share should occur within the next twelve months. With implementation on July 1st, success will be measured by the number of prescriptions written for our brand versus two named competitors during the two month period from May 1st to June 30th.