Objective - Where do you want to go?
Key Results - How do you get there?
Tips to write an Objective:
- Objective looks like a Strategic name, a Title, a Headline for a group of the quantitative Key Results.
- An Objective is what you want achieve at the end of the journey.
- It is a name which is quantitative.
Tips to write a Key Result:
- This element will show the progress or tell us how we will know if we have achieved the goal.
- Key results may be a quantitative milestone or a metric type of measurement.
Best practices:
- 3-4 Objectives max per level (Company/Team/Individuals).
- 3-5 Key Results maximum per Objective.
Company
Objective: Grow our business
KR1: Reach our sale target of $100 Mil.
KR2: Double our year-to-year sale growth in SEA.
KR3: Increase the average deal size by 25% with up sells.
KR4: Reduce churn to less than 4% via Customer Success.
Objective: Increase Internal employee engagement
KR1: Conduct 3 monthly "Friday Sharing" all-hand meeting with inspiration speaker.
KR2: Interview 50 employees on their opinion to improving our working environment.
KR3: Implement our Goalify software in all our 58 team members.
Objective: Successfully launch our 3rd product line.
KR1: Get over 5,000 product sales.
KR2: Get review by 50 professional KOL.
KR3: Win the best product of the Year.
Objective: Delight our customers
KR1: Interview 50 customers per month and collect the feedback.
KR2: Increase the customer retention to 90%.
KR3: Achieve 70% of WAU of the products.
Marketing
Objective: Increase the marketing qualified leads (MQLs)
KR1: Generate 150 MQLs from email marketing.
KR2: Generate 100 MQLs from webinar.
KR3: Generate 50 MQLs from organic searches.
KR4: Generate 10- MQLs via partner channel.
Objective: Optimize our Customer Acquisition
KR1: Improve our new marketing automation process.
KR2: Reduce the cost acquisition per user to 10 USD per one.
KR3: Build the sheet to track record and estimate the ROI.
Objective: Improve our SEO ranking
KR1: Get new ten inbound links from relevant website.
KR2: Improve loading speed.
KR3: Improve page optimization.
Objective: Improve our PPC campaign
KR1: Get 150 MQLs from Google AdWords.
KR2: Ensure a Cost per Lead of $4 or less.
KR3: Ensure a 2% CTR.
Sales
Objective: Reach the highest revenues while developing profitability
KR1: Achieve quarterly revenue of over $50.000.
KR2: Begin to purchase in 2 new markets on 2 countries and get first quarter revenues over $50.000.
KR3: Develop net profit % margin from 50% to 60%.
Objective: Kick sales process activity through indicator improvements
KR1: Increase calls of telesales to 4000 per quarter.
KR2: At least 23% of online signup achieved through calling them to come back.
KR3: Each of salespersons works at least 84 hours per month on support by chatting, calling and meeting.
Objective: Expand revenue footprint in Asia
KR1: Hire 7 channel partners in key geographies.
KR2: Create and guide 1 new compensation plan for Asia Sales team.
KR3: Translate company's website to 5 Asia languages.
Finance
Objective: Increase fresh capital for required development
KR1: Meet each of the department head to find out solution to attract new investor (5 departments).
KR2: Plan out 5 strategies to collect capital from fresh investors.
KR3: Finalize business line budget proposals by the end of Q3.
KR4: Finish collecting fresh budget by July 30th.
Objective: Budget yearly process
KR1: Set up meeting with each of department head to create solutions about the new collecting budget process (5 departments).
KR2: Analyze and review every fresh budget process before mid - Q3.
KR3: Finish the final budget by July 30th.
Objective: Automate financial processes for scale
KR1: Replace the old software with a new cloud - based financial software by September 1st.
KR2: Reduce time to close by 60%.
KR3: Train 90% of the staff about direction of a new financial software.
Product
Objective: Launch a new product successfully
KR1: Attract organic 100.000 views to usage videos on social media within the first 3 months.
KR2: Set up 3 training sessions on this new product for Marketing & Sales.
KR3: Assist Product Marketing in reviewing their technical documents by August 30th.
Objective: Research, analyze & understand what our users and non-users really think
KR1: Product team interviews 30 external team leaders (non-users).
KR2: Design team handles 20 web-based user testing sessions on new and old users.
KR3: Support team conducts 50 phone interviews with churned accounts.
Objective: Improve this product new version for 2018
KR1: Collect initial feedbacks of 50 prospective customers by interviewing.
KR2: Reach internal feedback score of 10/10 from the Sales - Marketing team.
KR3: Achieve usability score 7/10 on UX mockups from 30 prospective customers.
KR4: Specify 7 elements in UX mockups to develop product’s usage engagement.
HR
Objective: Increase employee's productivity
KR1: Reduce wasting hour to less than 5% of working hour.
KR2: Reduce overlapping work between each department to 30% by using Goalify.
KR3: Give rewards to 3 best employees each month.
KR4: Conduct the Goalify user training every 2 weeks (26 sessions/year).
Objective: Improve the retention rate
KR1: Conduct the survey about difficulties when working every week with 100% employee.
KR2: Conduct the employee feedback survey every 2 month (6 times/year).
KR3: Raise the day-off with salary from 12 to 16 days each year.
KR4: Offer higher position to 5 best employees each 6 months every year (2 times/year).
Objective: Reduce the recruitment cost
KR1: Reduce the cost of advertisement by 75% compared to last year.
KR2: Apply Skype when interviewing remote candidate to 100% interview.
KR3: Send 2 mails to appropriate candidates (50 persons/position) each week.
KR4: Reduce the turnover rate to 10%.
KR5: Raise the benefit for recruiters who recruit people that stay more than a year to 10% of the year salary.
Objective: Increase Satisfaction rate
KR1: Apply Goalify to all the departments (5 departments).
KR2: Conduct 4 3-month weekly Yoga classes for employees.
KR3: Interview 50% of the employee to figure out their need when working.
KR4: Conduct Company Culture training every week (52 sessions/year).
Administration
Objective: Simplify the internal document management
KR1: Create every team's directory structure for documents by September 1st.
KR2: Reduce 75% of the time in processing documents.
KR3: Choose and launch new documents sharing platform by August 1st.
Objective: Improve company's document and information management procedures
KR1: Apply a better system for tracking incoming requests by September 1st.
KR2: Introduce and remind all staff about new important information and rules weekly.
KR3: Collect feedbacks of 100% of the employees about software option for incoming document tracking.
Objective: Make receptionist satisfied in major occupation
KR1: Reduce number of complaints and negative feedback per month from 7 to 3.
KR2: Raise number of positive feedbacks per month from 5 to 10.
KR3: Increase end-user satisfaction rating from 4.0 to 4.5.
Management
Objective: Raise internal employee engagement
KR1: Reach the average each of staff's satisfaction score at least 4.5 points.
KR2: Set up "Happy Friday" for employees with funny activities, such as small party, sharing presentation, etc. each 2 months.
KR3: Train 100% of the staff about OKR methodology by 30th August.
Objective: Be the company expert on the competitive on landscape
KR1: Attend 10 competitor webinars by January 2018.
KR2: Review top 5 competitor's websites 4 times by the end of January 2018.
KR3: Scout 5 candidates for support positions from top 5 competitors.
Support
Objective: Boost the productivity of Customer Support team
KR1: Promote 2 customer supporters to higher position by the end of Q3.
KR2: Reduce the duplicating work by using Goalify to 75%.
KR3: Reduce the average ticket solving time to 20 minutes.
KR4: Recruit 6 more customer supporters to our team.
Objective: Increase customer satisfaction
KR1: Conduct a customer satisfaction survey with 100 main customers by September 1st.
KR2: Achieve the customer satisfaction score more than 90% for all request.
KR3: Conduct 60 phone reviews with customer.
Objective: Grow our staff's necessary skills
KR1: Conduct 2 training sessions for customer supporters by the end of Sep.
KR2: Send 5 team members to join in 3 external course regarding to CS.
KR3: Receive 10 team members' feedback every week through Goalify.
KR4: Attend 5 competitors' webinars by September 1st.
Objective: Improve satisfaction of other department s and customers with CS's work
KR1: Allow employees to take one day off besides weekend and holiday every month.
KR2: Decrease negative feedback and complaint to Customer service to 50%.
KR3: Halves the price of calling to customer service.
Design
Objective: Redesign company's app
KR1: Increase the app download to 45%.
KR2: Test the app in 3 operating system.
KR3: Increase daily visitor up to 60%.
KR4: Launch the app by 1st August.
KR5: Reduce the loading time to 0.5 sec.
Objective: Support other departments' task
KR1: 1 poster, 2 banners, 1 bankroll for the upcoming workshop (July 30th).
KR2: 30 pictures for Facebook Company Page.
KR3: 2 new ebooks each 3 months.
KR4: 3 different themes for social network post with exact size for each network website.
Objective: Design website for new project
KR1: Sketch out 3 drafts for homepage and features site.
KR2: Launch out the 3 examples of the structure of website before July 4th.
KR3: Review the examples with 3 departments: BOD, Marketing, Sales.
Objective: Engage our department with others
KR1: Conduct 3 design training workshops for internal employees.
KR2: Plan 2 exhibitions for new project.
KR3: Carry out a survey to other departments about satisfaction with our department.
KR4: Ask for assignments from 5 departments every Friday afternoon.
Engineering
Objective: Build a high performance engineering team
KR1: Recruit 10 fresh engineers by August 15th.
KR2: Develop knowledge and improve skills 100% of the engineer.
KR3: Review 100% of new engineers' performance by September 1st.
Objective: Develop quality of releases and guarantee that they are timely
KR1: Less than 5 majority bugs found in production.
KR2: Increase until test coverage to 75% from current 45%.
KR3: Engineering teams contribute 1500 code reviews by end of every sprint.
Objective: Design website for new project
KR1: Recruit 4 mobile developers.
KR2: Test and collect feedbacks for the new app in 5 internal departments.
KR3: Launch mobile application in App Store and Google Play by September 1st.
KR4: Reach 10.000 new users by the end of August.
Education
Objective: Conduct IELTS learning session
KR1: Design 9 topics for 9-day course of IELTS Speaking.
KR2: Hire 3 foreign teachers for this session.
KR3: Conduct 2 trial tests during the course.
KR4: Invite 70% of the employee join in.
Objective: Conduct Code training session
KR1: Design 2 training course every month by the end of September.
KR2: Design annual internal technology conference with 10 topics.
KR3: Invite 80% of IT supporters and coders join in.
Objective: Conduct Marketing training session
KR1: Conduct 2 courses regarding to Digital Marketing for Salesperson.
KR2: Design 3 guidance ebooks for marketers.
KR3: Create example insight conducting session for marketers by the end of September.
Objective: Conduct Company culture training session
KR1: Gain the company culture test with the average score is 80.
KR2: Design monthly company culture class for newcomers.
KR3: Reward 3 employees who have the highest score in company culture test.