I like how easy it was to create my goal, set milestones along with dates and people that had to approve each milestone! Having this system in place has enabled us at our organization to be much more proactive about setting annual objectives as well as quarterly/monthly plans.
It's not so big of an issue when we don't hit all targets but rather have them exceed expectations or take things further than planned by using templates available within 10X Goals (or elsewhere). We are able to track progress towards individual projects and then see if any other areas could benefit from assistance reaching their own targets too.