The Top 20 OKR Examples for Your Organization I OKRs
Dec 11, 2020
What are OKRs?
OKRs (Objectives and Key Results) is methodology for goal setting where an objective outlines a desired outcome and is supported by 3-5 quantifiable and measurable key results to achieve that outcome.
Objectives are defined as what you want to achieve; these outcomes should be expressed in a strong, motivating way. Key Results are how you will achieve an objective. Key Results can be either quantifiable performance measures or deliverables (effort or projects).
Defining Great Objectives for OKRs
Objectives are the “Whats.” Objectives are company-wide, or in larger organizations, are also team-wide. They should be expressed in a tangible, motivating and unambiguous way, so that what the organization or team wants to achieve is clear, actionable and inspiring. Furthermore, we believe strongly that the successful achievement of an objective must provide clear value for the organization.
Validate your Objectives:
Is what we want to accomplish and why is it important crystal clear?
If others read the objective, will it guide their focus and effort (key results)?
Key Results are the “Hows” an objective will be achieved. They must describe a deliverable in the form of a measure (e.g., 15% growth in customer retention) or in the form of a clear result of effort (e.g., Launch a new CRM by June 30, 2020).
If your KRs include words like “maintain,” “strive,” “continue to,” or “participate,” these are activities, not key results. Instead, start each Key Result with an action verb and continue the sentence with a description of what will be delivered with evidence of completion. This evidence must be verifiable and accessible. According to John Doerr, author of Measure What Matters, “with Key Results, this isn’t meant to encompass everything that’s happening but only those things that make a truly meaningful difference.”
Questions to determine your Key Results:
What must my team (or I) deliver/complete to achieve the objective?
What are the key metrics that will indicate success for the objective?
Because aligning and cascading OKRs can be very confusing, we recommend OKRs are thought of as company-wide efforts where different functional teams champion the objectives and own the key results.
Therefore, OKRs are considered team OKRs – not individual OKRs. Also, cross-functional team OKRs are the best. Use these examples to help jump start your thinking. Resist copying them outright as inspiring ownership and accountability is more important than perfect OKRs!
Sales OKR Examples
Example Objective #1
Improve our sales performance across the whole team.
KEY RESULT: Maintain a sales pipeline of qualified leads valued at least $500K quarterly.
KEY RESULT: Increase close rate from 22% to 27%.
KEY RESULT: Increase scheduled calls per sales rep from 3 per week to 6 per week.
KEY RESULT: Grow average deal size from $10K to $12K.
Example Objective #2
Support the sales team by bringing in as many qualified leads as possible.
KR: Produce 3 new case studies targeting new customer segments.
KR: Revise the standard sales deck and talk track to reflect updated product/offerings.
KR: Work to double web form leads.
KR: Host 2 sales-training sessions.
Example Objective #3
Increase net-new book of business reoccurring revenue to stabilize the business.
KR: Reach monthly recurring revenue ($MRR) of $300k by the end of Q1.
KR: Increase the share of monthly subscriptions vs one-time contracts sold to 70%.
KR: Increase average subscription size to at least $500 per month.
KR: Increase % annual renewals to 80%.
Example Objective #4
Create higher quality sales leads.
KR: Generate the list of lead metrics and scripted questions to collect in CRM.
KR: Ensure at least 75% of leads completed obligatory questions/ answers filled in.
KR: Automate the data collection from our backend to CRM.
KR: Redesign user engagement form by introducing 3 new obligatory screening questions.
Example Objective #5
Increase the quality of our outbound sales approach.
KR: Ensure at least 75% of interested users are personally contacted within 2 business days.
KR: Collaborate with successful team members to understand what’s working in sales process and create sales cheat sheet.
KR: Create a best practices sales process document with minimum allowed service levels.
Marketing OKR Examples
Example Objective #6
Increase our reach and brand awareness outside of current geography.
KR: Generate 1 new thought leadership article weekly.
KR: Increase newsletter signups by 200/week.
KR: Increase website traffic by 10% from new target geographies.
Example Objective #7
Improve our SEO.
KR: Get 10 new inbound links from relevant websites per quarter with a domain score over 50.
KR: Improve our internal on-page optimization and improve 10 pages per quarter.