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Objectives & Key Results 
How to achieve focus & alignment
The best practice goal-​
setting flow
How to write good OKRs
OKRs vs Initiatives
OKRs vs KPIs
Management processes
What we will cover
Getting started
Best practice goal-​
setting flow
What do we want 
to impact? 
Customer behavior
Internal workflows
Finance results
Employee growth Overarching Objective
Team B OKR Team C OKR
Team
Initiatives
Personal 
plans
Personal 
plans
Personal 
plans
Team
Initiatives
Personal 
plans
Personal 
plans
Personal 
plans
Personal 
plans
Team
Initiatives
Personal 
plans
Personal 
plans
Personal 
plans
Personal 
plans
impact
Team A OKR
What can we change/improve in a quarter
What will we do to drive that change?
Who does what by when?
impact
How are we going to impact that?
A problem several teams will be 
solving together
KPIs
Strategy
Personal 
plans
Outcome-​
focused goal-​
setting flow
KPIs
How it works
Company Os and Teams OKRs
Initiatives & Weekly Check-​
ins
to monitor health metrics
and set performance expectations to determine what needs to change 
& improve to achieve better results
to focus on the right things and get them done
Overarching Objective
Team B OKR Team C OKR
linking
Team
Initiatives
Personal 
plans
Personal 
plans
Team
Initiatives
Personal 
plans
Personal 
plans
Team
Initiatives
Personal 
plans
Personal 
plans
Team A OKR
linking
Company-​
wide alignment
Directional statement,
no measurable KRs
Example
Alignment quality:
best practice
Alignment: Company Os and Team OKRs
May not represent the company org chart directly
Transparent and straightforward 
goal-​
setting process
Will not work in companies with transparency issues
Clear connection between the Company goals and 
personal level contributions
Process will not follow itself - everyone needs 
to be onboard
Only 2 layers of goals and no management 
overhead for the progress tracking process
Clear ownership of outcomes at every level
Wins Possible challenges
Alignment quality:
best practice
OKR Best Practices
How to write good OKRs
Objective - improvement area 
Key Results - measurable outcomes
Team OKR structure
Initiatives - activities
Objective - improvement area 
we will focus on [driving this change] 
to [solve this problem]
Objectives
Implement a process
Make tech processes self-​
explanatory 
to improve employee onboarding
Risk management
Implement a risk management process when 
choosing new contractors to avoid penalties
Increase leads
Present a stronger value proposition to 
nurture interest at an early stage
Achieve 50% increase in revenue
Improve customer long-​
term engagement 
to facilitate retention and higher LTV
Very Poor Good
Focus area
Why it matters
Objectives
Qualitative & Inspirational
Objectives are not KPI targets (business metrics)
Objectives are not cascaded deliverables
Objective should be a "problem statement"
Vocab: improve, achieve, identify, maximize, etc.
Objectives
Questions to write Objectives
What problems are we facing?
How do we solve them?
What's stopping us?
What could be changed for us to have 
better results as a team?
Objectives
Key Results
OKR Best Practices
Key Results - measurable outcomes
is the problem solved? what does success 
look like? how can we measure change?
Key Results
Measurable and Actionable
If it doesn't have a number, it's not a Key Result
Not a mix of business-​
as-​
usual metrics
Not a one-​
off activity
3-5 KRs per Objective
Objective: Improve customer long-​
term engagement to 
facilitate retention and higher LTV
Team level Objective - Client Success
What we want to achieve (Key Results) - 
Value-​based outcomes, 
success criteria
Improve slides
Increase the number of second meetings 
from 20% to 60%
Start tracking data 
in a CRM
Implement a CRM system (in 5 stages)
Organize webinars Achieve 1500 attendees (potential clients) to 
our webinars in total
1-​choose the tool, 2-​training, 3-​import data, 4-​build dashboards,
5-​present results
What we do (initiatives) - 
Activities, tasks, projects, 
outputs
5
0
1 2 3 4
80%
0%
1500
0
measurable on a sliding scale
qualitative outcome
clear milestones
what for? 
to improve 1st impression? 
what for? 
Initiatives vs KRs
measurable outcome
Key Results
KR
KR
KR
Initiatives Weekly Check-​
ins Comments
3
60
%
5
milestones
1500
attendees
Objective: Improve customer long-​
term engagement 
to facilitate retention and higher LTV 46%
Increase the number of second 
meetings from 20% to 60%
Implement a CRM system (in 5 stages)
Achieve 1500 attendees (potential clients) to 
our webinars in total
OKR Example
Client Success Team
1-​
choose the tool, 2-​
training, 3-​
import data, 4-​
build dashboards,
5-​
present results
3 m
40%
30 att
KPIs vs KRs
Achieve $ 1 mln in Q1 Close 40% more deals in March 
KPIs need to be monitored and 
analyzed, they are not clearly 
actionable
KPI targets might be hard to 
impact in one quarter
Underperforming KPIs might be 
associated with several problems, so 
which one will you focus on?
Q1 Q2 Q3 Q4 Target
0k
250k
500k
750k
1 000k
1 250k
January February March April May
0
20
40
60
80
Increase customer lifetime value 
from $2.5k to $6k
2018 2019 2020 2021 2022
0k
2k
4k
6k
8k
KPIs vs KRs
Increase customer lifetime 
value from $2.5k to $6k
2018 2019 2020 2021 2022
0k
2k
4k
6k
8k
Key Results
KR
KR
KR
Initiatives Weekly Check-​
ins Comments
3
15
%
1 
hour
15
%
Establish regular communication with 
customers to keep them engaged
53%
Increase the # of email responses from 
2% to 15%
Reduce the response time in live chats 
from 6h to 1h
Increase 2nd meetings requests 
from 10% to 45%
Questions to write Key Results
How will we measure change?
What are the success criteria this quarter?
What can we impact as a team?
What can we measure to see a direct connection 
between our actions and KR progress?
Key Results
Initiatives
OKR Best Practices
Initiatives
Initiatives 
prioritizing what we do based 
on the impact on the KRs
Do - learn - iterate - do 
Make sure your effort has value 
(impact on KRs)
What is a good OKR?
OKR Best Practices
Key Results
KR
KR
KR
Initiatives Weekly Check-​
ins Comments
3
10
mln
50
%
3 
mln
Achieve 3x growth 46%
Increase revenue from 5 to 10 mln
Increase the # of customers by 50%
Each salesperson sells 3000K
Is this an OKR? 
These are business metrics
January February March April May
0
20
40
60
80
They reflect performance
but don't say how you are going to improve it
Key Results
KR
KR
KR
Initiatives Weekly Check-​
ins Comments
3
100
%
100
%
100
%
Launch a new process 46%
Create a dashboard by 01/10/2022
Prepare the documents
Make a presentation
Is this an OKR? 
These are projects (outputs) - what we do
They keep us busy but why are we doing 
them in the first place?
Step-​
by-​
step example
OKR Best Practices
Company level question 1
We are good at keeping our customers but we are 
not closing enough new deals. What is wrong and 
what needs to change for us to appeal to more 
clients?
Company level
Sales thoughts
Early on our customers are asking similar questions 
and we can take a proactive approach to suggest 
solutions before they become issues. More active early 
stage engagement could help us close deals faster.
Sales
Key Results
KR
KR
KR
Initiatives Weekly Check-​
ins Comments
3
3000
views
20
%
25
%
Improve our early stage communication process to 
boost engagement with the new clients 46%
Reach 3000 views on the how-​
to 
tutorial video
Reduce the ratio of how-​
to questions in the 
chat from 60% to 20%
Increase the % of email responses from 
12 to 25 %
Good OKR examples
Sales Team
Marketing thoughts
We have been losing organic traffic to competition 
and we don't have a unique offering anymore. We can 
leverage our relationships with long-​
term customers 
to create stronger social proof.
Marketing
Key Results
KR
KR
KR
Initiatives Weekly Check-​
ins Comments
3
15
%
20
%
500
deals
Leverage our long-​
term relationships to increase our 
credibility and stand out from competition 46%
Increase the number of referrals 
from clients from 2% to 15%
Achieve 20% engagement rate on our 
published testimonials
Close at least 500 new deals coming from 
social proof efforts
Good OKR examples
Marketing Team
Product
Product thoughts
First-​
time users take 5 minutes on average to explore 
the product and a big part of them never comes back. 
How do we pitch the right features to the right 
segment and get them to experience the aha moment 
faster?
Key Results
KR
KR
KR
Initiatives Weekly Check-​
ins Comments
3
25
%
20
%
15
%
Improve first-​
time user onboarding experience
to get users to discover value faster 46%
Increase the % of enterprise clients who use feature X within 7 
days after sign up from 10 to 25 %
Increase the % of individual users who set up feature Y within 7 
days after sign up from 2 to 20%
Increase % of users who login 3 times
within 10 days after sign-​
up from 5 to 15 %
Product OKR
Good OKR examples
Company level question 2
We need to scale our operations but we have 
many flaws in our internal processes. How do 
we fix that?
Company level
Operations
Operations thoughts
We have many assumptions on the topic of what is 
not working well but no clear picture. We need to 
pick our battles and understand how to move forward 
from here.
Good OKR examples
Admin team
Key Results
KR
KR
Initiatives Weekly Check-​
ins Comments
3
5
stages
20
feedback
Research workflow improvement opportunities
to facilitate increase in productivity 53%
Develop a strategy based on the analyzed needs
Feedback from 20 team managers analyzed
1-​
internal interviews; 2-​
webinar; 3-​
brainstorming;
4-​
confirmation; 5-​
final proposal draft
KR
70%
feedback
Reach at least 70% positive feedback responses 
about the 3d party productivity training
Getting Started
Management Processes
Quarterly workflow 
1-2 weeks 
before
Ongoing review process
Setting Company Os 
and Team OKRs
Execution
Weekly Team OKR Check-​
ins
Monthly reviews
Quarterly OKR retrospective
1st
month
2nd
month
3d
month
Weekly Team Check-​
ins 
Current OKR status.
What did we achieve/complete?
What did we learn from last week?
Set new priority Plans for next week.
1.
2.
3.
4.
Monthly Cross-​
Team Reviews
Stop doing
Start doing
Continue doing
Company-​
wide Retrospective
general feedback and references
which problems did we focus on?
what went well? what would we do differently?
which open questions do we have?
how satisfied are you
with the impact your effort has 
produced?
Rate on a scale from 1 to 5
1 2 3 4 5
what additional references and updates would you like to share? 
add graphs, screenshots, miscellaneous comments
Not at all Very much
type names and praise here
what did we learn?
live questions & comments
live questions & comments live questions & comments
live questions & comments
live questions & comments
Special thanks and shoutouts
type names and praise here
type names and praise here
Choose the color and drag a dot 
to a place on the scale from 1 to 5
When a team's presentation is finished, give other teams 2 
minutes to add their feedback or comments to sections
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OKR best practices.pdf

  • 1. Objectives & Key Results  How to achieve focus & alignment
  • 2. The best practice goal-​ setting flow How to write good OKRs OKRs vs Initiatives OKRs vs KPIs Management processes What we will cover
  • 3. Getting started Best practice goal-​ setting flow
  • 4. What do we want  to impact?  Customer behavior Internal workflows Finance results Employee growth Overarching Objective Team B OKR Team C OKR Team Initiatives Personal  plans Personal  plans Personal  plans Team Initiatives Personal  plans Personal  plans Personal  plans Personal  plans Team Initiatives Personal  plans Personal  plans Personal  plans Personal  plans impact Team A OKR What can we change/improve in a quarter What will we do to drive that change? Who does what by when? impact How are we going to impact that? A problem several teams will be  solving together KPIs Strategy Personal  plans Outcome-​ focused goal-​ setting flow
  • 5. KPIs How it works Company Os and Teams OKRs Initiatives & Weekly Check-​ ins to monitor health metrics and set performance expectations to determine what needs to change  & improve to achieve better results to focus on the right things and get them done
  • 6. Overarching Objective Team B OKR Team C OKR linking Team Initiatives Personal  plans Personal  plans Team Initiatives Personal  plans Personal  plans Team Initiatives Personal  plans Personal  plans Team A OKR linking Company-​ wide alignment Directional statement, no measurable KRs Example Alignment quality: best practice
  • 7. Alignment: Company Os and Team OKRs May not represent the company org chart directly Transparent and straightforward  goal-​ setting process Will not work in companies with transparency issues Clear connection between the Company goals and  personal level contributions Process will not follow itself - everyone needs  to be onboard Only 2 layers of goals and no management  overhead for the progress tracking process Clear ownership of outcomes at every level Wins Possible challenges Alignment quality: best practice
  • 8. OKR Best Practices How to write good OKRs
  • 9. Objective - improvement area  Key Results - measurable outcomes Team OKR structure Initiatives - activities
  • 10. Objective - improvement area  we will focus on [driving this change]  to [solve this problem] Objectives
  • 11. Implement a process Make tech processes self-​ explanatory  to improve employee onboarding Risk management Implement a risk management process when  choosing new contractors to avoid penalties Increase leads Present a stronger value proposition to  nurture interest at an early stage Achieve 50% increase in revenue Improve customer long-​ term engagement  to facilitate retention and higher LTV Very Poor Good Focus area Why it matters Objectives
  • 12. Qualitative & Inspirational Objectives are not KPI targets (business metrics) Objectives are not cascaded deliverables Objective should be a "problem statement" Vocab: improve, achieve, identify, maximize, etc. Objectives
  • 13. Questions to write Objectives What problems are we facing? How do we solve them? What's stopping us? What could be changed for us to have  better results as a team? Objectives
  • 14. Key Results OKR Best Practices
  • 15. Key Results - measurable outcomes is the problem solved? what does success  look like? how can we measure change? Key Results Measurable and Actionable If it doesn't have a number, it's not a Key Result Not a mix of business-​ as-​ usual metrics Not a one-​ off activity 3-5 KRs per Objective
  • 16. Objective: Improve customer long-​ term engagement to  facilitate retention and higher LTV Team level Objective - Client Success What we want to achieve (Key Results) -  Value-​based outcomes,  success criteria Improve slides Increase the number of second meetings  from 20% to 60% Start tracking data  in a CRM Implement a CRM system (in 5 stages) Organize webinars Achieve 1500 attendees (potential clients) to  our webinars in total 1-​choose the tool, 2-​training, 3-​import data, 4-​build dashboards, 5-​present results What we do (initiatives) -  Activities, tasks, projects,  outputs 5 0 1 2 3 4 80% 0% 1500 0 measurable on a sliding scale qualitative outcome clear milestones what for?  to improve 1st impression?  what for?  Initiatives vs KRs measurable outcome
  • 17. Key Results KR KR KR Initiatives Weekly Check-​ ins Comments 3 60 % 5 milestones 1500 attendees Objective: Improve customer long-​ term engagement  to facilitate retention and higher LTV 46% Increase the number of second  meetings from 20% to 60% Implement a CRM system (in 5 stages) Achieve 1500 attendees (potential clients) to  our webinars in total OKR Example Client Success Team 1-​ choose the tool, 2-​ training, 3-​ import data, 4-​ build dashboards, 5-​ present results 3 m 40% 30 att
  • 18. KPIs vs KRs Achieve $ 1 mln in Q1 Close 40% more deals in March  KPIs need to be monitored and  analyzed, they are not clearly  actionable KPI targets might be hard to  impact in one quarter Underperforming KPIs might be  associated with several problems, so  which one will you focus on? Q1 Q2 Q3 Q4 Target 0k 250k 500k 750k 1 000k 1 250k January February March April May 0 20 40 60 80 Increase customer lifetime value  from $2.5k to $6k 2018 2019 2020 2021 2022 0k 2k 4k 6k 8k
  • 19. KPIs vs KRs Increase customer lifetime  value from $2.5k to $6k 2018 2019 2020 2021 2022 0k 2k 4k 6k 8k Key Results KR KR KR Initiatives Weekly Check-​ ins Comments 3 15 % 1  hour 15 % Establish regular communication with  customers to keep them engaged 53% Increase the # of email responses from  2% to 15% Reduce the response time in live chats  from 6h to 1h Increase 2nd meetings requests  from 10% to 45%
  • 20. Questions to write Key Results How will we measure change? What are the success criteria this quarter? What can we impact as a team? What can we measure to see a direct connection  between our actions and KR progress? Key Results
  • 22. Initiatives Initiatives  prioritizing what we do based  on the impact on the KRs Do - learn - iterate - do  Make sure your effort has value  (impact on KRs)
  • 23. What is a good OKR? OKR Best Practices
  • 24. Key Results KR KR KR Initiatives Weekly Check-​ ins Comments 3 10 mln 50 % 3  mln Achieve 3x growth 46% Increase revenue from 5 to 10 mln Increase the # of customers by 50% Each salesperson sells 3000K Is this an OKR?  These are business metrics January February March April May 0 20 40 60 80 They reflect performance but don't say how you are going to improve it
  • 25. Key Results KR KR KR Initiatives Weekly Check-​ ins Comments 3 100 % 100 % 100 % Launch a new process 46% Create a dashboard by 01/10/2022 Prepare the documents Make a presentation Is this an OKR?  These are projects (outputs) - what we do They keep us busy but why are we doing  them in the first place?
  • 27. Company level question 1 We are good at keeping our customers but we are  not closing enough new deals. What is wrong and  what needs to change for us to appeal to more  clients? Company level
  • 28. Sales thoughts Early on our customers are asking similar questions  and we can take a proactive approach to suggest  solutions before they become issues. More active early  stage engagement could help us close deals faster. Sales
  • 29. Key Results KR KR KR Initiatives Weekly Check-​ ins Comments 3 3000 views 20 % 25 % Improve our early stage communication process to  boost engagement with the new clients 46% Reach 3000 views on the how-​ to  tutorial video Reduce the ratio of how-​ to questions in the  chat from 60% to 20% Increase the % of email responses from  12 to 25 % Good OKR examples Sales Team
  • 30. Marketing thoughts We have been losing organic traffic to competition  and we don't have a unique offering anymore. We can  leverage our relationships with long-​ term customers  to create stronger social proof. Marketing
  • 31. Key Results KR KR KR Initiatives Weekly Check-​ ins Comments 3 15 % 20 % 500 deals Leverage our long-​ term relationships to increase our  credibility and stand out from competition 46% Increase the number of referrals  from clients from 2% to 15% Achieve 20% engagement rate on our  published testimonials Close at least 500 new deals coming from  social proof efforts Good OKR examples Marketing Team
  • 32. Product Product thoughts First-​ time users take 5 minutes on average to explore  the product and a big part of them never comes back.  How do we pitch the right features to the right  segment and get them to experience the aha moment  faster?
  • 33. Key Results KR KR KR Initiatives Weekly Check-​ ins Comments 3 25 % 20 % 15 % Improve first-​ time user onboarding experience to get users to discover value faster 46% Increase the % of enterprise clients who use feature X within 7  days after sign up from 10 to 25 % Increase the % of individual users who set up feature Y within 7  days after sign up from 2 to 20% Increase % of users who login 3 times within 10 days after sign-​ up from 5 to 15 % Product OKR Good OKR examples
  • 34. Company level question 2 We need to scale our operations but we have  many flaws in our internal processes. How do  we fix that? Company level
  • 35. Operations Operations thoughts We have many assumptions on the topic of what is  not working well but no clear picture. We need to  pick our battles and understand how to move forward  from here.
  • 36. Good OKR examples Admin team Key Results KR KR Initiatives Weekly Check-​ ins Comments 3 5 stages 20 feedback Research workflow improvement opportunities to facilitate increase in productivity 53% Develop a strategy based on the analyzed needs Feedback from 20 team managers analyzed 1-​ internal interviews; 2-​ webinar; 3-​ brainstorming; 4-​ confirmation; 5-​ final proposal draft KR 70% feedback Reach at least 70% positive feedback responses  about the 3d party productivity training
  • 38. Quarterly workflow  1-2 weeks  before Ongoing review process Setting Company Os  and Team OKRs Execution Weekly Team OKR Check-​ ins Monthly reviews Quarterly OKR retrospective 1st month 2nd month 3d month
  • 39. Weekly Team Check-​ ins  Current OKR status. What did we achieve/complete? What did we learn from last week? Set new priority Plans for next week. 1. 2. 3. 4.
  • 40. Monthly Cross-​ Team Reviews Stop doing Start doing Continue doing
  • 41. Company-​ wide Retrospective general feedback and references which problems did we focus on? what went well? what would we do differently? which open questions do we have? how satisfied are you with the impact your effort has  produced? Rate on a scale from 1 to 5 1 2 3 4 5 what additional references and updates would you like to share?  add graphs, screenshots, miscellaneous comments Not at all Very much type names and praise here what did we learn? live questions & comments live questions & comments live questions & comments live questions & comments live questions & comments Special thanks and shoutouts type names and praise here type names and praise here Choose the color and drag a dot  to a place on the scale from 1 to 5 When a team's presentation is finished, give other teams 2  minutes to add their feedback or comments to sections Get template
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