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Align Your Organization for Growth

The act of setting goals is important for business growth. And there is no shortage of goals being set. But way too many goals and initiatives end up far short of success.

One of the key differentiators of those initiatives that succeed from those that fail is organizational alignment. Organizational alignment requires agreement between interdependent people about priorities, processes, values and resources. Measures of success and reward systems must be aligned.

Creating goals without thought to alignment is a setup for failure before you begin.


The level of support you receive from others is driven by each individual’s goals, values and motivation.

Do your business partners share a common vision and values? Is the future direction ambitious enough to motivate, yet realistic enough not to discourage? How prepared is everyone to carry out the initiative?

Some of the benefits that come from alignment include:

  • A reduction of conflicting tasks and initiatives
  • Easier decision-making
  • Clearly targeted external messages
  • More easily understood internal messages
  • Clear expectations, which translate to greater employee satisfaction
  • The ability to attract the right people
  • More successful execution
  • Time savings
  • Cost savings


Choosing a direction and aligning to match that vision takes confidence, commitment and preparation. Think though the questions in the following five categories and you will be on the road to success!

1. Strategy

Does everyone in the company understand the goal and the importance of the goal?
What will be measured?
Are their organizational values that support this goal? What are they?
When personal values are furthered at work there is no limit to the amount of energy that will be expended. When personal values are in conflict with work, there will be a half-hearted effort at best.

2. People

Does the organization have the competencies, resources and strengths needed for successful execution of this goal?
Do the skills and attitudes of the entire team support the goal?
Are activities prioritized so that this goal is realistic and attainable?
Is there clear ownership around collaborating with clients in new areas?

3. Process

Does everyone have knowledge needed to make this goal a success?
Is there a training plan?
Are their support tools?
Is a team prepared to work effectively together to achieve the goal?
Are systems aligned?

4. Measurements

Have new measures been established to support the goal?

5. Rewards and Recognition

Are rewards and incentives tied to the achievement of the goal?
Do performance reviews and compensation reflect the successful achievement of these goals?
Here’s an example:

ABC Company has a goal to generate more revenue. One of their new strategic goals is for the account management team to cross-sell products/services to current clients. Instead of just setting the account managers off on their own- here are few alignment questions to tackle first.

  • Does everyone in the organization know that cross selling is a strategic goal?
  • What organizational values support this goal?
  • What skills are required to support cross selling goals- does everyone understand the full line of products and services?
    Is there a fact-finding method or tool to uncover client needs?
    Is there clear ownership around collaborating with clients in new areas?
  • What goals can be set to support the cross training revenue goal ex. the status of product training, the number of cross sell conversations, client satisfaction with existing services

Don’t sabotage your goals before you begin, align for success!

Written by Helene Mazur

Helene is the founder of Princeton Performance Dynamics, an executive coaching and strategic planning facilitation company for business and non-profit leaders and their teams. Helene’s passion is helping her clients to focus their goals, see new perspectives on their current situation, put in place realistic, motivating plans, and execute to achieve new levels of success.

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