What are OKRs?
OKRs, or objectives and key results, are a goal-setting framework. An objective states what you want to achieve, and a few measurable key results show whether you've achieved it within a set period, usually a quarter.
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How OKRs work
The objective is qualitative and inspiring, such as "Become the go-to choice for local buyers". The key results are numbers that prove progress, such as a target for qualified leads or revenue.
Teams commonly set a handful of objectives with a few key results each. Fewer goals make it easier to focus.
Writing good key results
A key result should be specific, measurable, and describe an outcome rather than a task. "Raise the conversion rate from 2% to 3%" is stronger than "Redesign the landing page".
Many teams set stretch targets, so reaching most of the goal counts as strong progress. Decide this up front so everyone scores results the same way.
OKRs versus KPIs
KPIs track the ongoing health of the business. OKRs aim to change something over a defined period, and they often use KPIs as their key results.
Common questions
What does OKR stand for?
OKR stands for objectives and key results. It's a method for setting goals and tracking progress with measurable outcomes.
How often should OKRs be set?
Quarterly is common, with check-ins during the quarter. Some teams also set annual objectives that quarterly OKRs support.
How many OKRs should a team have?
A small number, such as a few objectives with a few key results each. Too many make it hard to focus and review.
What is an example of a marketing OKR?
An objective might be to build a reliable source of qualified leads. Key results could be a target number of qualified leads, a target cost per lead, and a target conversion rate from lead to opportunity.
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