Example OKRs

Company Level OKRs: Annual and Quarterly

Example 1

Annual Objective: Create a profitable and sustainable company in order to increase annual revenue.

Annual Key Result: Increase ARR from $12m to $24m.

Quarterly Objective: Increase revenue and optimize sales processes to ensure we reach double annual revenue.

Quarterly Key Result: Increase new product sales from $12m to $15m in Q1.

Initiative: Develop new sales enablement materials.

Example 2

Annual Objective: Build a world class company culture to attract and retain the best employees.

Annual Key Result: Reduce voluntary attrition of our employees from 25% to 10%.

Quarterly Objective: Improve our DEI commitment to better reflect the local community that we serve.

Quarterly Key Result: Improve the ratio of female applicants from 20% to 30%.

Initiative: We're committed to increase diversity through recruitment at universities in three new geographic regions.

Example 3

Annual Objective: Elevate our brand presence in order to attract new prospects and create a fiercely loyal customer following.

Annual Key Result: Achieve 5000 positive G2 reviews.

Quarterly Objective: Increase brand presence among major channels in order to attract new prospects.

Quarterly Key Result: Get 60K signups by launching new features.

Initiative: Develop new social media campaign.

Marketing examples

Marketing example 1

Objective: Improve our brand presence through media channels to strengthen brand as a leader.

Key Result: Increase monthly website visitors by 10%.

Key Result: Grow social media followers from 50,000 to 75,000.

Key Result: Grow NPS score from 7 to 8.

Initiative: Develop a social media campaign.

Initiative: Develop an NPS survey.

Marketing example 2

Objective: Improve our marketing funnel to become the vendor of choice in the industry.

Key Result: Gain 5% of new customers from top competitors.

Key Result: Acquire 950 new MQLs for sales.

Key Result: Drive $10M in marketing generated pipeline.

Initiative: Update marketing materials.

Marketing example 3

Objective: Improve quality of blog content to establish ourselves as thought leader in the space.

Key Result: Gain 1,500 new blog subscribers.

Key Result: Increase content shares and mentions from 200 to 500.

Key Result: Increase avg. Time on page from 3:00 to 4:00.

Initiative: Develop a blog content strategy plan.

Sales examples

Sales example 1

Objective: Drive record-breaking growth in Q4 to increase financial stability.

Key Result: Increase weekly sales calls from by 25% per AE.

Key Result: Generate 3.5M in new mid-enterprise sales pipeline.

Key Result: Reduce closed/lost opportunities from 100 to 25.

Initiative: Create AE job description.

Sales example 2

Objective: Diversify our sales channels in order to increase global revenue.

Key Result: Close $500k in new enterprise (ENT) deals.

Key Result: Close $300k in new mid-market (mm) deals.

Key Result: Close $200 in new small and medium-sized business (SMB) deals.

Sales example 3

Objective: Move to a territory-focused sales model in order to expand footprint.

Key Result: AE and SDR pairings create 10 outbound-generated opportunities in their territory.

Key Result: 100% of AEs complete their territory strategy presentation.

Key Result: Leads per territory are within 20% variance.

Initiative: Create new territory-focused sales enablement materials.

Business operations examples

Business operations example 1

Objective: Provide best-in-class revenue operations in order to support the GTM teams.

Key Result: Increase pipeline velocity from $30,000 to $45,000

Key Result: Increase customer and user data unified between our marketing platform and our CRM platform from 80% to 90%.

Key Result: Decrease weekly hours of subscription management manual effort from 3 to 1.

Business operations example 2

Objective: Decrease cash burn QoQ in order to keep the company financially stable.

Key Result: Consolidate internal work tools to decrease monthly spending from $12,000 to $8,000.

Key Result: Increase employees working full time from home from 20% to 50% of workforce.

Key Result: Decrease variable expenses from 8% to 6%.

Initiative: Adjust company-wide audit process from quarterly to monthly.

Business operations example 3

Objective: Scale company operations efficiently and effectively in order to better serve our customers and employees.

Key Result: Double supply chain capacity from 10,000 to 20,000 units.

Key Result: Improve profit margin from 12% to 16%.

Key Result: Increase employee NPS score to 80%.

Initiative: Build capacity model report for each department.

Customer success examples

Customer success example 1

Objective: Scale and improve implementation and adoption process in order to accelerate time to value.

Key Result: 90% of all customers live in four weeks.

Key Result: 90% of customers reach their engagement threshold within two weeks of going live.

Key Result: Increase implementation CSAT from 60% to 70%.

Initiative: Build implementation infrastructure, reporting, and help documentation.

Initiative: Refine and document account handoff process with sales.

Customer success example 2

Objective: Drive customer expansion in order to increase profit margins.

Key Result: Increase customer expansion revenue from $1M to $2M.

Key Result: 100% of key accounts have a QBR this quarter.

Key Result: Increase referral pipeline from 20 to 50 opportunities.

Initiative: Complete success plan for 100% of key accounts.

Initiative: Finalize new QBR deck.

Customer success example 3

Objective: Optimize training process in order to increase product adoption.

Key Result: Increase key account MAU from 250,0000 to 350,000.

Key Result: Increase customer-facing knowledge base articles from 25 to 100.

Key Result: Double participation at success office hours from 500 to 1,000 people.

Initiative: Outline customer events calendar for next two quarters.

Product and engineering examples

Product and engineering example 1

Objective: Deliver a “must have” product in order to delight customers and grow our user base.

Key Result: Increase our NPS score from 40 to 50.

Key Result: Increase daily active users (DAUs) from 1,200 to 1,500.

Key Result: Achieve 1,000 downloads in the app store.

Initiative: Launch mobile version of product.

Initiative: Develop bug tracker for mobile complaints.

Product and engineering example 2

Objective: Launch 2.0 version of product in order to fix bugs, refine UI, and drive user engagement.

Key Result: Reduce number of support tickets from 120/month to 30/month.

Key Result: Reduce number of steps in check-out process from 9 to 6.

Key Result: Increase user time spent on site from 2:37 per session to 3:45 per session.

Initiative: Perform a click study.

Initiative: Compile bug report.

Product and engineering example 3

Objective: Ensure a reliable, scalable, and secure online platform to enable successful operations for internal teams and external customers.

Key Result: Increase database security and integrity risk mitigation metrics by 10%.

Key Result: Ensure all new hires take Security Awareness training and have deployed Mobile Device Management solutions within 30 days.

Key Result: Reduce average response time to customer security and compliance requests from three business days to 2.

Initiative: Obtain Service Organization Control 2 Type 1 certification.

Initiative: Enable sales team to secure deals.

Human resources examples

Human resources example 1

Objective: Increase employee retention in order to do our best work.

Key Result: Reduce voluntary attrition from 30% to 10%.

Key Result: Increase ratio of open positions filled internally vs externally from 30% to 50%.

Key Result: 100% of our employees have a standardized career plan approved by HR.

Initiative: Offer five new courses for internal career development.

Initiative: Revamp our exit interviews to better capture reasons for leaving.

Human resources example 2

Objective: Launch a comprehensive diversity and inclusion program in order to enhance our culture.

Key Result: 90% of our employees give a score of 4 + when asked “our company embraces DEI as part of our DNA”.

Key Result: Increase company diversity by 10 percentage points to reflect the local community we serve.

Key Result: Score 80% or above on our third-party DEI audit.

Initiative: Hire a Director of DEI.

Initiative: Research and select consulting partner to deliver four DEI events.

Human resources example 3

Objective: Revamp our employee hiring portal in order to attract the best talent.

Key Result: Reduce time to hire from two months to one month.

Key Result: 100% of job postings in Q1 pass the gender-neutral test before going live.

Key Result: Increase candidate satisfaction score from 30% to 50%.

Initiative: Replace current ATS with a modern vendor.

Initiative: Train all hiring managers on the new interview process.

Finance examples

Finance example 1

Objective: Focus on controlling cash burn in order to improve operational efficiency.

Key Result: Increase company runway from four months to six months.

Key Result: Reduce budget approval process from 30 days to 20 days.

Key Result: 95% of customers pay their invoices within 30 days.

Initiative: Audit past four quarterly budgets to improve future budgeting process

Initiative: Create new employee reimbursement process and playbook.

Finance example 2

Objective: Improve book-keeping and accounting operations in order to provide timely and error-free financial results.

Key Result: Reduce time to complete final month-end numbers from 15 days to 10 days.

Key Result: Ensure 100% of customer purchase data is synchronized between the CRM platform and payment processing platform.

Key Result: Reduce average number of required changes to month-end financials after close from 4.1 to 1.5.

Initiative: Provide training to all customer support agents on Stripe.

Initiative: Create a standardized process for account executives to collect account payable in a more secure way.

Finance example 3

Objective: Rebuild company’s salary structure in order to promote equity and fairness across our workforce.

Key Result: Increase employee salary satisfaction rating specifically for compensation from 50% to 75%.

Key Result: 95% of employees are confirmed into their appropriate salary band.

Key Result: Reduce discrepancies of salary within same job level from 10% to 7%.

Initiative: Conduct industry salary research for latest comparison ranges.

Initiative: Present company-wide the new salary structure for transparency.

Design examples

Design example 1

Objective: Revamp website in order to increase customer engagement.

Key Result: Increase website traffic from 10k to 25k daily visitors.

Key Result: Reduce clicks between major pages from 5 to 2.

Key Result: Increase average time on home page from 52 seconds to 120 seconds.

Initiative: Add five product videos to website.

Initiative: A/B test landing page design layout.

Design example 2

Objective: Support all requests from marketing and sales.

Key Result: Increase infographic downloads by 25%.

Key Result: Update ad design to increase clicks on ads by 30%.

Key Result: Decrease average time to completion on new sales enablement asks from four weeks to two weeks.

Initiative: Complete one e-book for marketing.

Initiative: Complete 15 infographics.

Design example 3

Objective: Develop customer enablement materials in order to ease product adoption.

Key Result: Increase number of downloadable assets from 10 to 25.

Key Result: Rebrand 85% of material in resource library.

Key Result: Increase accessibility to five new business verticals.

Initiative: Develop rebranding hex guide for all new material.

Initiative: Compile list of existing material for rebranding.