To answer these questions, you will need to be aware of the goals of your company, such as increasing the number of clients, as well as the goals of your employees, such as receiving raises, bonuses, ...To answer these questions, you will need to be aware of the goals of your company, such as increasing the number of clients, as well as the goals of your employees, such as receiving raises, bonuses, or promotions. Armed with this knowledge, you will be able to design relevant evaluation measures and tie those measures to appropriate performance rewards so that both your goals and the goals of your employees are met.