What key characteristic is missing in the objective "increased pro shop sales next year"?

The objective "increased pro shop sales next year" is indeed missing a key characteristic related to measurability. A measurable objective should include a quantifiable aspect that enables tracking of progress and success. In this case, while the phrase specifies an increase in sales, it does not quantify what that increase should be, such as a specific percentage increase or a dollar amount. Without this measurement, it is difficult to assess whether the goal has been achieved.

Objectives that are measurable allow for the establishment of clear benchmarks, making it easier to evaluate performance and outcomes. This enhances accountability and provides a framework for decision-making based on tangible results. Therefore, enhancing the objective with measurable criteria is crucial for effective goal setting and performance assessment in a facility management context, such as a pro shop's sales performance.