What are OKRs?
Objectives and key results (OKRs) are a popular goal-setting framework in business and personal productivity. OKRs help individuals and teams set clear, measurable goals and track progress toward achieving them.
OKRs help align work with overall business strategy, setting priorities, and driving accountability.
OKR Components
An OKR consists of an Objective, which defines what we want to achieve, and Key Results, which are specific measures used to track the achievement of that objective.
| Component | Description |
| Objective | This is a clear, concise statement of what we want to achieve. Objectives should be ambitious, inspiring, and engaging. |
| Key Results | These are measurable, time-bound actions that advance the objective. Key results typically include hard numbers. |
How to Set Good OKRs?
Writing good OKRs is essential at work; making OKRs effective ensures that the work gets done correctly and on time. This is why we share some tips when setting good objectives and key results that we recommend every professional to follow:
- Set clear, specific objectives.
- Define measurable vital results.
- Make sure OKRs are ambitious yet achievable.
- Align OKRs across different levels of the organization.
- Regularly review and update OKRs.
You also might enjoy the 3 rules for setting OKRs:
- Simplicity: The best OKRs are simple and easy to understand.
- Alignment: OKRs should align with the company's strategic goals.
- Measurable Outcomes: Key Results should be quantifiable, observable, and verifiable.
Examples of OKRs
OKRs, or Objectives and Key Results, are a goal-setting framework many organizations use to define and track objectives and their outcomes. Below we expand on multiple examples of professional OKR used by managers and employees from different teams from Marketing to IT that can help you get started with this framework.
In the following lines we expand on examples of OKRs, useful within employees within the following departments:
- Company-wide
- Marketing teams
- HR team
- Product team
- Development team
- Sales teams
- Startup Team
- Support team
- Engineering teams
- Customer success teams'
- IT departments
- Non-profits
Let's see 10 real examples of Objectives and Key Results that drive performance and growth.
Company-wide OKRs
Objective 1: Increase our market share in the mid-tier segment.
Key results:
- Increase sales in the mid-tier segment by 25%.
- Launch two new products targeted at the mid-tier segment.
Objective 2: Improve our operational efficiency
Key results:
- Reduce the overall cost of goods sold by 10%
- Reduce the time-to-market for new products by 20%
- Achieve a 95% on-time delivery rate for all orders
Objective 3: Enhance our product quality
Key results:
- Reduce product defects by 15% through improved quality control measures
- Achieve a 90% customer satisfaction rate with our products
- Increase the number of 5-star product reviews by 50% on popular review websites.
Marketing team OKRs
Objective 1: Improve brand recognition.
Key results:
- Increase website traffic by 30%.
- Increase social media engagement by 50%.
Objective 2: Strengthen brand presence.
Key results:
- Increase social media followers by 30% by the end of the year.
- Achieve a 20% increase in brand mentions in industry publications.
- Launch a new corporate social responsibility initiative with 1000+ participants.
Objective 3: Increase Social Media Engagement
Key Results:
- Increase followers on Instagram by 10% in Q3
- Generate 1000 likes on Facebook posts in Q4
- Increase Twitter impressions by 15% in Q2
- Publish 20 LinkedIn posts per month in Q3
- Launch a new social media campaign and reach 50,000 impressions
Objective 4: Expand Email List
Key Results:
- Generate 500 new email subscribers in Q3
- Increase email open rates by 5% in Q4
- Reduce email opt-out rate by 3% in Q2
- Launch a referral program and get 100 new subscribers in Q3
- Send targeted email campaigns to segmented lists and get 20% conversion rate
Objective 5: Improve Customer Retention
Key Results:
- Increase customer retention rate by 10% in Q4
- Reduce churn rate by 5% in Q3
- Launch a customer loyalty program and get 200 sign-ups in Q2
- Improve customer satisfaction score by 15% in Q4
- Send personalized emails to customers and increase repeat purchases by 25%
Objective 6: Increase Webinar Attendance
Key Results:
- Generate 500 sign-ups for the upcoming webinar in Q3
- Increase webinar attendance rate by 20% in Q4
- Improve webinar feedback score by 10% in Q2
- Host 3 new webinars in Q3 and get 1000 attendees in total
- Collaborate with industry experts and increase webinar registrations by 15%
Objective 7 : Improve Product Awareness
Key Results:
- Increase website traffic to the product page by 25% in Q3
- Launch a new product video and get 10,000 views in Q4
- Partner with influencers and get 5 product reviews in Q2
- Host a product launch event and get 500 attendees in Q4
- Send targeted emails to potential customers and get 50% open rate.
HR team OKRs
Objective 1: Improve employee satisfaction.
Key Results:
- Decrease employee turnover rate by 10%.
- Increase employee satisfaction scores by 20%.
Objective 2: Enhance employee engagement.
Key Results:
- Reduce employee turnover rate by 20% by year-end.
- Implement a new employee training program with a 90% participation rate.
Objective 3: Enhance Employee Benefits and Perks to Boost Employee Satisfaction
Key Results:
- Survey employees on their preferences and needs for benefits and perks
- Achieve a monthly Employee Satisfaction / Pulse Score of 9+
- Communicate all new benefits and perks to employees in a clear and timely manner
- Monitor the usage and effectiveness of each benefit and perk and make necessary adjustments
Objective 4: Implement a Robust Employee Training and Development Program
Key Results:
- Survey employees to identify training and development needs and preferences
- Develop a comprehensive training and development program that meets employee needs and supports career growth
- Ensure that all employees have access to the training and development program
- Track employee participation and progress in the program
- Measure the effectiveness of the program through employee feedback and performance metrics
Objective 5: Improve Communication and Collaboration Across Teams and Departments
Key Results:
- Implement regular cross-functional team meetings to encourage communication and collaboration
- Create a company-wide communication and collaboration platform that supports real-time communication and sharing of information
- Develop and implement a communication and collaboration training program for all employees
- Ensure that all departments and teams are aligned with company goals and objectives
- Monitor and report on progress towards improved communication and collaboration every quarter
Objective 6: Enhance Employee Wellness and Work-Life Balance
Key Results:
- Conduct a company-wide wellness and work-life balance audit to identify areas for improvement
- Develop and implement a comprehensive wellness program that promotes physical and mental health
- Offer flexible work arrangements to support work-life balance
- Measure the effectiveness of the program through employee feedback and wellness metrics.
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If you need you look for additional ideas when setting HR OKRs, you might look for our HR SMART goals examples.
Sales teams OKRs
Objective 1: Increase sales volume.
Key Results:
- Increase the number of sales calls by 20%.
- Increase the average deal size by 10%.
Objective 2: Increase Sales Revenue as Group
Key Results:
- Generate an inflow of $15M in the pipeline
- Achieve 120% of the quarterly sales quota
- Increase average deal size by 15%
Objective 3: Expand Customer Base in the Sales Team
Key Results:
- Secure 50 new customers by the end of the quarter
- Increase customer retention rate to 90%
- Achieve 100% customer satisfaction score in customer surveys
Objective 4: Develop a High-Performing Sales Team as a Manager
Key Results:
- Conduct weekly one-on-one meetings with each member of the sales team
- Implement a mentorship program for new sales hires
- Achieve 100% sales team training completion rate
Objective 5: Increase Sales in EMEA Region
Key Results:
- Develop relationships with 20 new targets or named accounts in the EMEA region
- Onboard 5 new resellers that focus on the EMEA region
- Organize 5 sales events in the EMEA region
Objective 6: Increase SQL to Opportunity Conversion Rate as SDR
Key Results:
- Improve the lead qualification process to achieve a 50% increase in SQL to opportunity conversion rate
- Conduct regular feedback sessions with sales executives to identify gaps in the lead qualification process
- Implement a training program to improve SDRs' ability to identify high-quality opportunities
Objective 7: Improve Sales Productivity
Key Results:
- Implement a sales productivity tool to automate manual tasks and streamline sales processes
- Develop a sales playbook to standardize sales processes and ensure consistency across the team
- Conduct regular sales productivity training sessions for all sales team members.
Product team OKRs
Objective: Improve user experience.
Key result 1: Decrease app loading time by 15%.
Key result 2: Increase user retention by 20%.
Development team OKRs
Objective: Improve code quality.
Key result 1: Reduce code bugs by 20%.
Key result 2: Increase code review coverage by 30%.
Startup Team OKRs
Objective: Increase revenue growth.
Key Result: Increase quarterly revenue by 15% compared to the previous year.
Key Result: Launch 2 new products with a combined revenue target of $1M by Q2.
Key Result: Increase annual subscription renewals by 20%.
Support team OKRs
Objective: Improve customer satisfaction.
Key Result: Achieve a net promoter score (NPS) of 8.5 out of 10 by Q4.
Key Result: Reduce customer complaint rate by 25% by year-end.
Key Result: Increase customer retention rate by 10% in 12 months.
Engineering teams OKRs
Objective: Improve system reliability.
Key result 1: Decrease system downtime by 10%.
Key result 2: Increase system load capacity by 20%.
Customer success teams' OKRs
Objective: Improve customer satisfaction.
Key result 1: Decrease customer support response time by 15%.
Key result 2: Increase customer satisfaction score by 10%.
IT Departments OKRs
Objective: Improve operational efficiency.
Key Result: Reduce operating costs by 10% by the end of the year.
Key Result: Implement automation in 3 key operational processes by Q3.
Key Result: Decrease average product delivery time by 15%.
Non-profits OKRs
Objective: Increase community impact.
Key result 1: Increase the number of people served by 20%.
Key result 2: Increase volunteer hours by 15%.
FAQ OKRs
What is the difference between OKRs and KPIs?
While OKRs and KPIs are both used to measure performance, they serve different purposes.
- OKRs (Objectives and Key Results): These are used to set, track, and achieve goals. They are typically qualitative, ambitious, and time-bound. They help to answer the question, "Where do we want to go?"
- KPIs (Key Performance Indicators): These are used to measure ongoing performance or business operations. They are typically quantitative, realistic, and not time-bound. They help to answer the question, "How did we do on a scale?"
Why should OKRs be unique?
OKRs' ability to create alignment and engagement around measurable goals makes them unique. They enable teams to focus on big bets and achieve more than they thought possible. They also foster transparency within organizations.
What are the common OKR Mistakes?
There are not many mistakes you can make when writing OKRs. Probably the most common is not to set up any of them, however, here are 3 additional ones that we would like to highlight:
- Setting too many OKRs.
- Setting unattainable key results.
- Not aligning OKRs with the company's strategic goals.
What are the key books about OKRs?
The topic that we're expanding on is one that large dynamic organizations like Google, Intel, and LinkedIn have implemented successfully. Andy Grove populated the framework and then championed it by Google. If you want to know more specific cases and practical implementation steps, we do recommend the following books that will help you to understand the framework better:
- "Measure What Matters" by John Doerr
- "Radical Focus: Achieving Your Most Important Goals with Objectives and Key Results" by Christina Wodtke
- "OKR: Objectives & Key Results - Driving Focus, Alignment, and Engagement with OKRs" by Paul R. Niven and Ben Lamorte
Takeaways
- OKRs are a powerful method for setting and tracking goals at every level of an organization.
- The key to effective OKRs is to align them with the company's strategic goals and to make them measurable.
- Reviewing and updating OKRs over the long run will transform your organization into a champion of the industry.