"Increase our sales" sounds like a 30,000 ft (goals and objectives) item to me. It seems to fit the definitions:
* What do I/we want and need to accomplish within the next 12-24 months to make the vision happen?
* What are my/our performance goals and personal/company plan?
So "increase our sales" would be a performance goal. A metric, or successful outcome, for that goal might be "end-of-year sales are up by 10% over last year".
Either way, I don't think it would be useful as a project because it doesn't say anything about what you need to do - "increase" is a looser verb in this context than, say, "implement" or "install" or "distribute". Projects that fall under the "increase sales" objective might be "update website", "print brochures", "get all sales leads up to date" etc.
That said, this seems like a context-based, sliding scale with no clear answer. Unless someone can neatly explain how to robustly classify these sorts of things?