OKR Examples
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OKR Examples by Department

The first step in rolling out the objectives and key results framework is making sure you’re writing good OKRs to set yourself up for success. Keep in mind that objectives are three to five company, team or personal goals that answer “what” needs to be achieved. They are qualitative, actionable, ambitious, and most of all, time bound. Each objective should have three to five key results that answer “how” you are going to achieve something measurable. Here are some OKR examples by department to help you get started.

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company Level

Annual Company-Level Examples

Objective: Expand into the Latin American market and capture 15% of market share from our competitors in one year 

Key Results: 

  • Conduct comprehensive LATAM market research and SWOT analysis report and deliver to senior management by Jan. 31st
  • Hire and train 4 bilingual sales executives by Feb 10th
  • Launch Spanish-language MVP version of product with top 5 requested features by March 1st

Objective: Achieve record revenue while maintaining profitability 

Key Results: 

  • Increase sales of new enterprise-level accounts from $31M to $50M
  • Expand add-on service revenue from existing customers from $12M to $22M
  • Optimize headcount and negotiate contracts to maintain 10-11% profit margins

Objective: Host a live virtual event for 1,000 customers in September to celebrate rebranding 

Key Results: 

  • All rebranding components (logo, tagline, colors, website, all copy) completed by July 1
  • Reach 1,000 registrants for the event by August 1 
  • Spend less than $45K on all marketing promotion for event

Quarterly Company-Level Examples

Objective: Become a “must have” product 

Key Results: 

  • Grow from 2,000 to 5,000 users 
  • Attain 4,500 engaged users
  • Release 2.0 version by end of quarter 

Objective: Win customer love and trust 

Key Results:

  • Identify customer needs and product design features to address them 
  • Address customer pain points and needs 
  • Scale and improve the implementation and adoption process for managed customers 

Objective: Reach $100 million in ARR

Key Results: 

  • Drive $25M in new bookings 
  • Drive $25M in expansion bookings 
  • Retain 95% of customers Q/Q

Objective: Grow company twofold 

Key Results:  

  • Expand company from 250 to 500 employees 
  • Retain 100% of employees Q/Q 

Quarterly Okr examples

Examples for Chief Operating Officers

Objective: Expand the business nationally to generate more revenue 

Key Results: 

  • Hire 25 new employees across sales, marketing and customer success
  • Launch 7 geographical marketing campaigns targeting our ICPs 
  • Generate $10 million in sales outside Southeast territory 
  • Onboard 200 new mid-market customers in the West and Central region 

Objective: Gain more industry prestige to be recognized as an industry leader 

Key Results: 

  • Win “product of the year”
  • Secure 3 featured articles in a reputable trade publication
  • Attend 15 conferences
  • Release 8 video case studies with Fortune 500 customers 

Objective: Increase product footprint 

Key Results: 

  • Identify and secure 150+ channel resellers 
  • Release freemium version of product in Q2
  • Gain 2M active new users 
  • Increase average time in product from 5 minutes to 10 minutes 

Examples for Chief Customer Officers

Objective: Use data-driven insights to better understand the customer voice

Key Results: 

  • Sales to conduct 15 interviews with churned accounts
  • Support to conduct 25 phone interviews with existing customers
  • Marketing to deploy pulse survey to over 5,000 users fitting our ICP
  • Executive team to conduct 5 in-depth face to face meetings with CEO and COOs on our customer advisory board 

Objective: Look for incremental ways the company can turn customers into advocates to help drive revenue 

Key Results: 

  • Create a customer recognition program and award top 50 customers
  • Develop a certification program we can use to certify 70% of customers
  • Audit support tickets to identify 5 core areas of improvement 
  • Reduce customer response time to under 15 minutes 

Objective: Drastically increase recurring revenue to become profitable by end of fiscal year 

Key Results: 

  • Grow from $3M in MRR to $12M in MRR quarter over quarter 
  • Increase the share of mid-tier monthly subscriptions from 500 to 1,000 
  • Increase average monthly customer value from $150 to $399 per customer 
  • Reduce the average percent of churn and downgrades from 4% to 2%

Examples for Chiefs of Staff

Objective: Implement regular usage of OKRs by end of quarter to increase alignment 

Key Results: 

  • Introduce OKRs and train 100% of employees on benefits, rhythm, expectations and process
  • Schedule and complete quarterly OKR planning process
  • Ensure 100% of employees are performing weekly check ins 
  • Make sure all OKRs are scored and closed by January 7th 

Objective: Maximize productivity through more efficient business practices  

Key Results: 

  • Finish all scheduled meetings 15 minutes early
  • Automate 5 manual business practices by end of quarter
  • Implement work from home policy to reduce wasted travel time
  • Increase goal achievement score from 68% to 90%
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Marketing examples

Examples for Marketing Leadership

Objective: Improve end-to-end sales process to improve closing rate 

Key Results: 

  • Execute 6 targeted lead campaigns by Q1
  • Acquire 950 new MQLs for sales by Q1
  • Drive $10M in marketing-generated pipeline by Q1
  • Create 4 top of funnel collateral for sales by end of Q1 

Objective: Elevate the company brand in order to be considered top 3 in our industry 

Key Results: 

  • Complete agency-led branding exercise by Jan 30th 
  • Create unified communications calendar across content, social and press and launch activities by end of Q1
  • Facilitate 2 analyst briefings by end of Q1
  • Complete 10 media placements and 1 press release by end of Q1
  • Maintain consistent SEM placement on page 1 of Google and Bing in Q1

Objective: Strengthen brand as leader in space to increase monthly subscriptions 

Key Results: 

  • Secure 2 industry influencers for branding campaign in Q2
  • Grow social media followers from 5,000 to 10,000 by Q2
  • Boost NPS score over 8.0 by end of Q2
  • Publish 5 enterprise customer video testimonials by Q2

Examples for Marketing Demand Generation

Objective: Achieve record-breaking marketing engagement to increase paying customers 

Key Results: 

  • Generate 60,000 unique website visitors in Q3
  • Obtain 4,000 new trial signups in Q3
  • Convert 1,400 new paid customers in Q3

Objective: Optimize inbound marketing funnel to generate 1,000 more leads Q/Q

Key Results: 

  • Develop 4 inbound marketing campaigns by Aug 1
  • Create and test a second variation of 10 landing forms in Q3
  • Develop and test 3 new nurture streams in Q3
  • Grow email subscriber list from 250 to 500 by Q3

Objective: Launch an integrated outbound ABM campaign

Key Results: 

  • Identify 200 targeted accounts with role-based contacts by Aug 1
  • Develop 3 sales offers designed to get meetings by August 15th 
  • Launch 3 social campaigns targeting ABM account list in August 30th 
  • Complete direct mailer to executive of ABM list in Q3

Examples for Marketing Event Managers

Objective: Drive record ROI from marketing event

Key Results: 

  • Scan 1,200 badges during event
  • Book 10 on-site sales meetings during event
  • Generate 370K in sales pipeline from event in Q2 
  • Achieve 13% post-show engagement from attendees 

Objective: Triple revenue gained from this years’ annual customer meeting

Key Results: 

  • Drive 2,400 customer registrations 
  • Book 260 on-site sales meetings during event
  • Generate $1M in expansion pipeline in Q3
  • Run 800 live demos for new product 

Objective: Complete a successful industry conference this quarter

Key Results: 

  • Drive 95 attendees or 100% occupancy for sponsored workshop  
  • Generate event awareness through 100+ #hashtag mentions
  • Capture 420 Enterprise MQLs from conference 
  • Coordinate 3 separate off-site dinners for sales with customers

Examples for Content Marketing Managers

Objective: Create content to support new product launch to increase reach 

Key Results: 

  • Launch content strategy
  • Write 12 blog posts 
  • Write 2 top of funnel marketing pieces
  • Write new product brochure 

Objective: Improve quality of blog content to drive stronger engagement 

Key Results: 

  • Gain 1,500 new blog subscribers
  • Increase avg. time on page to 4:00
  • Increase content shares and mentions from 200 to 500
  • Publish 2 articles written by reputable industry influencers 

Objective: Optimize blog to rank for specific search terms

Key Results: 

  • Ensure website appears on page one in Google SERPs
  • Increase organic search traffic from 5,000 to 7,500 visitors   
  • Add 28 inbound links from directories and other third-party sites 
  • Post 8 new long-form blogs focused on long-tail keywords 

Examples for Marketing Ops Managers

Objective: Implement the best email marketing software for the business to engage more prospects 

Key Results: 

  • Evaluate top 5 vendors in the space 
  • Hire implementation consultant by October 21st 
  • Complete campaign build and test by November 15th 
  • Deploy first email program by December 1st  

Objective: Implement A/B testing for all landing pages and emails to increase trial sign ups 

Key Results: 

  • Develop and test 3 new landing page and form templates
  • Increase landing page conversion rate from 8% to 12% or higher
  • Create A/B test variations for each email in all 6 nurture streams 
  • Increase average click-to-open rate to from 20% to 30%

Objective: Build a stronger marketing operations function in Q4

Key Results: 

  • Create formal procedure documentation for email protocol 
  • Integrate Marketo with Zoom, Scribble, Vidyard and bombora.
  • Hire 2 additional marketing ops managers  
  • Reduce campaign turn-around time from 5 days to 2 days

Examples for Product Marketing Managers

Objective: Create the best customer advisory board experience 

Key Results: 

  • Drive 50 customer executives to participate in quarterly meeting
  • Curate top 10 customer pain points
  • Facilitate post-meeting follow up with plan to address top 3 business issues
  • Receive 90% satisfaction rate on post-meeting survey 

Objective: Become customer-obsessed and understand voice of customer to increase retention 

Key Results: 

  • Conduct 20 in-depth interviews with existing and churned customers
  • Listen to 50 sales calls 
  • Conduct survey of customer satisfaction with minimum of 2,000 users
  • Create list of top 10 customer challenges and share with product team 

Objective: Elevate customer engagement program

Key Results: 

  • Develop and launch bi-monthly customer communication strategy
  • Increase customer engagement via email and in-app messages from 20% to 30% 
  • Create self-service customer academy with 12 modules full of videos and documentation 
  • Reduce Tier 1 support requests from 100 to 50  by promoting new self-service academy 

sales examples

Examples for Sales Leadership

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

Key Results: 

  • Hire 4 new AEs for the enterprise sales team
  • Generate 3.5M in new mid-enterprise sales pipeline 
  • Reduce closed/lost opportunities from 100 to 25
  • Increase weekly demo bookings by from 20 to 50 

Objective: Streamline sales pipeline in order to help our AEs work more efficiently  

Key Results: 

  • Reduce sales cycle from 35 to 24 days
  • Increase quota attainment by rep from 60% to 78%
  • Increase SQL win rate from 40% to 56%

Examples for SDRs

Objective: Improve inbound lead processing 

Key Results: 

  • Answer all website inquiries within from within 20 hours to within 16 hours
  • Administer 92% of all inbound demo requests from within 36 hours to within 24 hours
  • Reduce on-page chat response time from 120 seconds to less than 90 seconds 
  • Increase weekly demo booking by 12%

Objective: Increase prospect qualification process 

Key Results: 

  • Increase amount of inbound leads reaching discovery stage in 5 days from 38% to 48%
  • Book 150 prospect meetings
  • Generate 250k in sales opportunities 
  • Increase percentage of second conversations from 25% to 35%

Objective: Amplify effectiveness of outbound sales development strategy   

Key Results: 

  • Touch 125 unique accounts
  • Contact 300 MQLs
  • Improve average call length from 4 minutes to 6+ minutes 
  • Increase outbound pursuit duration from 20 days to 27 days

Examples for AEs

Objective: Reach and engage key stakeholders inside target accounts

Key Results: 

  • Increase cold calls from 20 to 25 per day 
  • Increase intro emails sent from 20 to 25 per day 
  • Increase discovery meetings completed from 3 to 5 per week 
  • Increase conversion rate of outbound meetings into opportunities from 20% to 25%

Objective: Accelerate inbound sales process 

Key Results: 

  • Reduce response time for all new sales inquiries from within 5 hours to within 2 hours 
  • Shorten average time from inquiry to demo from 48 hours to 36 hours 
  • Decrease average time from proposal to decision from 5 days to 3 days 
  • Increase deals closed from 7 to 10 this quarter

business operations examples

Examples for Business Operations Leadership

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

Key Results: 

  • Consolidate internal work tools to decrease monthly spend from $12,000 to $8,000
  • Increase employees working full time from home from 20% to 50% of workforce 
  • Conduct monthly company-wide audit on variable expenses

Objective: Accelerate business growth through strategy and insights

Key Results: 

  • Launch v1 of business data platform
  • Consolidate sources to visualize and consume key business insights from 5 sources to 2 sources
  • Reduce time to create quarterly board of advisors presentation from 5 days to 2 days

Example for Business Operations Managers

Objective: Increase employees working full time from home from 20% to 50% of workforce

Key Results:

  • Achieve 80% participation in company-wide survey regarding remote work
  • Finalize compensation adjustments plan based on location
  • Establish VPN and two-factor authentication security protocols for remote workers

Objective: Support the GTM teams by providing best-in-class revenue operations

Key Results:

  • Increase pipeline velocity from $30,000 to $45,000
  • Increase customer and user data unified between Marketo and Salesforce from 80% to 90%
  • Decrease weekly hours of manual effort from 3 to 1 by improving subscription management process

Examples for Office Managers

Objective: Achieve 9/10 rating on candidate experience survey across the company 

Key Results: 

  • Achieve 9/10 rating on candidate experience survey in Phoenix location 
  • Achieve 9/10 rating on candidate experience survey in London location 
  • Determine baseline for candidate satisfaction across the company 

Objective: Achieve an 8/10 diversity and inclusion score across the company 

Key Results: 

  • Identify top 3 diversity and inclusion metrics that are important to company 
  • Survey with relevant D%I score questions ready to send to employees 
  • Send first bi annual survey and collect baseline data 

customer success examples

Examples for Customer Success Leadership

Objective: Scale and improve implementation and adoption process for managed customers 

Key Results:

  • 90% of all customers live in 4 weeks 
  • 90% of customers reach their engagement threshold within two weeks of going live 

Objective: Build CS business definitions, infrastructure and reporting to support 10x operations 

Key Results: 

  • Define detailed calculations/criteria for 5 core objects/metrics 
  • Build data model outline to incorporate all core CS reports/views/metrics

Examples for Customer Success Managers

Objective: Increase customer retention to 95%

Key Results: 

  • Get feedback from 50 customers each quarter
  • Offer 2 loyalty rewards per month
  • Increase outreach 2x compared to last year

Objective: Improve customer satisfaction

Key Results: 

  • Offer a survey to each customer after a sale
  • Hire 10 more customer service representatives
  • Reduce call wait times from 2 minutes to 1 minute 
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product examples

Examples for Product/Engineering Leadership

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

Key Results: 

  • Increase our NPS score from 40 to 50

  • Increase daily active users (DAUs) from 1,200 to 1,500
  • Launch mobile version of the product and drive 1,000 downloads

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

Key Results: 

  • Reduce number of support tickets from 120/month to 30/month
  • Reduce number of steps in check out process from 9 to 6
  • Increase user time spent on site from 2:37 per session to 3:45 per session

Examples for Product/Engineering Managers

Objective: Increase NPS score in order to retain our best customers and attract new ones

Key Results:

  • Reduce page load time from 4.4 seconds to 2.9 seconds 
  • Reduce customer success response time from 24 hours to 16 hours
  • Collect 300 responses from customer survey to discover top 3 reasons why customers recommend us

Objective: Increase daily active users to drive adoption and create life-long users

Key Results: 

  • Upgrade notification feature from sending 1 daily update to up to 10 real-time updates
  • Develop 4 new integrations with popular third-party work tools
  • Create a one-click access widget to connect calendar programs to analytics dashboard to get 300 installs

human resources examples

Examples for Human Resource Managers

Objective: Increase employee retention from 75% to 90%

Key Results: 

  • Increase employee satisfaction survey score average from 7/10 to 8/10
  • Increase ratio of open positions filled internally vs. externally from 30% to 50%
  • Offer 5 new course for internal career development 
  • Increase percentage of exit interviews from 50% to 90% and track top 3 sources of employee dissatisfaction

Objective: Develop and launch a comprehensive diversity and inclusion program

Key Results: 

  • Research and develop 4 events that promote diversity and inclusion  
  • Increase company diversity from % to % to better reflect local community that we serve 
  • Hire a Director of Diversity, Equity and Inclusion (DEI)

Objective: Create and launch a modern employee hiring portal on our website

Key Results: 

  • Increase employee spotlight stories from 3 to 10
  • Reduce number of steps to submit applications from 3 to 1
  • Reduce the time to publish new job postings live on the website from 5 days to 24 hours

Objective:  Build a goal-setting culture by implementing Ally's OKR program across the company

Key Results: 

  • Conduct 12 weekly training sessions to onboard and educate new employees about OKR best practices
  • Ensure 80% of employees are performing weekly check ins
  • Reduce department level OKR review and preparation time from 14 days to 5 days

finance examples

Examples for Finance Managers

Objective: Improve transparency to become more efficient 

Key Results: 

  • Move to a cloud-based bookkeeping system
  • Keep digital and physical copies of all financial records
  • Quarterly budget review meetings

Objective: Reach monthly revenue of $1M

Key Results: 

  • Increase online sales from $250K to $500K
  • Open new store in NYC
  • Increase marketing budget from $500K to $1M

design examples

Examples for Designers

Objective: Revamp website for increased engagement 

Key Results: 

  • Move to new CMS 
  • Add 5 product videos to website
  • A/B test landing page design layout 

Objective: Support all requests from marketing and sales 

Key Results: 

  • Complete 15 infographics 
  • Complete 10 product PDF documents
  • Complete 1 e-book for marketing

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