What should business objectives be designed to measure?

Business objectives should be designed to measure key performance indicators that reflect the company's overall success and growth in the marketplace. This includes factors such as market share, revenue, and profit. These metrics are critical for assessing the effectiveness of business strategies, including marketing and sales efforts.

By focusing on market share, businesses can understand their position relative to competitors and make informed decisions on how to capture more of the market. Revenue is a direct indicator of the financial health of the company, showing how well the business is generating income through sales. Profit is an essential measure of sustainability and operational efficiency, providing insights into cost management and pricing strategies.

While customer satisfaction, ad spend, and brand awareness are important, they do not encompass the comprehensive view of a business's financial performance and competitive position in the same way that market share, revenue, and profit do. Therefore, for effective strategic planning and performance measurement, focusing on those comprehensive economic metrics is crucial.