Where is it stated that ALL functions and levels shall have objectives? My copy of 9001 doesn't have that requirement, so are there different versions that we can pick and choose from?
I do have increased productivity as one of our objectives, I see nothing wrong with it at all. All of our objectives are stated as facility objectives. Of course, to accomplish that objective, sales has to sell the stuff, scheduling has to schedule it, production has to produce it, testing lab has to test it, and shipping has to keep stuff going out the door (not to mention IT, accounting, maintenance, etc.) Pick your objectives, do what needs to be done, wherever it needs to be done. Chances are there are a lot of folks that can make or break your efforts.