Definition
OKR stands for Objectives and Key Results.
An Objective is a clear, qualitative statement of meaningful change. A Key Result is a measurable condition that would be true if the Objective had been achieved. Together, they help a team agree what matters, how progress will be judged and what can be left for the team to decide.
Give new customers a confident start.
- 01
Lift 30-day activation from 41% to 55%
- 02
Reduce first-month support escalations by 20%
- 03
Reach onboarding satisfaction of 4.5/5
The parts
Objectives, Key Results and initiatives do different jobs.
The qualitative change the team wants to create.
The measurable evidence that tells the team whether the change is happening.
The project, experiment or action the team believes will move the Key Results.
When a Key Result says "launch the training programme" or "complete the dashboard", it may be describing a useful initiative. The stronger question is: what will be different because the programme or dashboard exists?
Why teams use OKRs
Good OKRs make strategy easier to act on.
- They reduce the number of priorities competing for attention.
- They help teams see how their work contributes to a larger intent.
- They make progress evidence-based, not opinion-based.
- They create a rhythm for learning, adjustment and asking for help.
Common mistakes
Most OKR problems start when the framework is used as a form.
Objective: Improve sales
KR: Run three campaigns
Objective: Win more high-intent deals
KR: Lift qualified opportunity conversion from 24% to 32%
Ready to write OKRs for your own team?
Read the writing guide