Ultimate Guide to Objective and Key results – OKR Meaning and Examples
Do you dread setting goals for your organization as you don’t see useful […]
Struggling to translate your company’s ambitious growth plans into actionable steps?
This lack of clear direction can make it tough to prioritize initiatives, track progress, and ensure team alignment toward the same goals.
The good news is that creating growth-defining OKRs can help. We’ll explore 24 impactful OKR examples specifically designed to fuel growth.
What are OKRs for Growth?
OKRs for Growth are goals created to drive and measure progress in business growth and expansion initiatives.
These OKRs focus on increasing revenue, acquiring new customers, expanding into new markets, or scaling operations effectively.
They provide a structured framework for setting ambitious yet achievable goals, tracking progress, and aligning efforts across departments and teams towards driving sustainable growth.
OKRs for Growth help organizations prioritize strategic initiatives, identify improvement areas, and optimize resources to maximize growth opportunities.
What are Growth Teams in a Business?
If you’re serious about growth, building a growth team is a no-brainer. It is your investment in a team that will deliver an ROI you can measure in user growth and market share.
Growth teams are all about experimentation and rapid iteration. They’re not afraid to try unconventional tactics to find what drives user acquisition, engagement, and revenue.
Growth teams leverage data analytics to identify bottlenecks, measure results, and refine their strategies. Every move is generally calculated.
Moreover, these aren’t siloed departments. Growth teams combine marketing, product, engineering, and even customer success expertise.
Growth teams tackle the entire customer funnel, optimizing every touchpoint for maximum impact.
They see the big picture and break down barriers to create a seamless customer journey. They work to keep customers engaged and convert them into loyal customers.
For example, a Product Marketing Manager who is also a growth team member focuses on user onboarding and early engagement. They may collaborate with internal and external stakeholders to grow product adoption.
They design in-app tutorials, create user guides, and A/B test different activation flows to improve conversion rates from free trials to paid subscriptions.
24 Impactful OKR Examples for Company Growth
These OKR examples for business growth are based on the main areas companies may want to focus on for their growth.
We have taken the context of a mid-size B2B SaaS Company to write these OKRs. Please adapt these goals to your company so that they reflect the success of your business.
1. Revenue
Objective 1: Successfully establish our presence in the Healthcare industry
Owners: Head of Sales, VP of Marketing
Due Date: 1 Year
Key Results:
- Secure 10 new logos in the Healthcare industry
- Achieve 5% market share in the Healthcare industry for our CRM software category
- Increase qualified leads generated from the Healthcare industry by 30%
Objective 2: Improve our financial health to fuel the development of next-generation marketing automation features
Owners: CFO, Head of Product
Due Date: 9 Months
Key Results:
- Reduce customer churn rate by 2%
- Increase Average Revenue Per User (ARPU) by 10%
- Achieve 20% growth in Annual Recurring Revenue (ARR)
2. Digital Marketing
Objective 3: Increase qualified leads generated from our content marketing efforts
Owners: Head of Content Marketing, Demand Generation Manager
Due Date: 9 Months
Key Results:
- Publish 12 high-quality blog posts targeting our ideal customer profile
- Achieve a 20% conversion rate on content downloads gated behind lead capture forms
- Increase qualified leads generated from organic search by 35%
Objective 4: Establish paid advertising as a significant lead-generation channel
Owners: Head of Paid Advertising, Marketing Analyst
Due Date: 9 Months
Key Results:
- Launch paid advertising campaigns on [Target Platform 1] and [Target Platform 2]
- Achieve a cost-per-acquisition (CPA) of under $100 for qualified leads
- Generate 100 qualified leads per month from paid advertising channels
Objective 5: Improve user experience and engagement on our website to drive conversions
Owners: Web Developer, UX Designer
Due Date: 9 Months
Key Results:
- Reduce website bounce rate by 5%
- Increase average time spent on key landing pages by 10%
- Achieve a Y% conversion rate from website visitors to qualified leads
Objective 6: Increase brand awareness and establish thought leadership within the [Industry]
Owners: PR Manager, Social Media Manager
Due Date: 9 Months
Key Results:
- Secure 3 guest blog posts on high-authority industry publications
- Grow our social media following on [Target Platform] by 20%
- Achieve a 40% increase in brand mentions across social media and industry publications
3. Team Growth
Objective 7: Equip our team with the skills necessary to drive revenue growth
Owners: Head of Talent Development, Team Leads
Due Date: 9 Months
Key Results:
- Launch a Learning Management System (LMS) populated with relevant training materials
- Ensure 80% of employees complete at least one growth-oriented training course through the LMS
- Achieve a 50%% improvement in employee skill proficiency scores based on pre and post-training assessments
Objective 8: Expand our team size to support ambitious growth goals
Due Date: 9 Months
Owners: Head of Talent Acquisition, Hiring Managers
Key Results:
- Reduce time-to-hire for open positions to 3 weeks
- Fill 80% of open positions within key revenue-generating departments
- Increase overall headcount by 10%
4. Operations
Objective 9: Enhance operational efficiency and capacity to support revenue growth
Due Date: 9 Months
Owners: Head of Operations, IT Project Manager
Key Results:
- Identify and select 3 new automation tools that streamline key workflows
- Successfully implement the chosen automation tools across relevant departments
- Achieve a 30% reduction in the manual effort required for targeted processes through automation
Objective 10: Increase customer satisfaction and trust by consistently meeting agreed-upon service standards
Due Date: 9 Months
Owners: Head of Customer Success, Operations Manager
Key Results:
- Achieve a 95% SLA attainment rate for key customer service metrics (e.g., response time, resolution time)
- Reduce customer support ticket volume by 40%
- Increase customer satisfaction score (e.g., CSAT) by 45%
5. Sales
Objective 11: Increase the efficiency of our sales funnel and convert more qualified leads into paying customers
Due Date: 9 Months
Owners: Head of Sales, Sales Enablement Manager
Key Results:
- Develop and implement a standardized sales process framework
- Achieve a 3% improvement in the conversion rate from qualified lead to sales opportunity
- Increase the average deal size by 20%
Objective 12: Expand our customer base and sales pipeline by reaching a wider pool of qualified prospects
Due Date: 9 Months
Owners: VP of Sales, Sales Development Manager
Key Results:
- Launch a targeted outbound prospecting campaign focused on [Target Industry/Segment]
- Increase the number of qualified sales meetings booked by 20%
- Grow the size of the qualified sales pipeline by 35%
6. HR Management
Objective 13: Build a culture of innovation and continuous improvement to drive revenue growth
Due Date: 9 Months
Owners: Head of HR, Innovation Lead (if applicable)
Key Results:
- Launch a company-wide initiative promoting experimentation
- Increase employee participation in experimentation initiatives by 20%
- Achieve a 70% success rate in implementing learnings and insights from experiments into core processes or products
Objective 14: Secure and retain high-performing talent critical for achieving ambitious revenue goals
Due Date: 9 Months
Owners: Head of HR, Talent Acquisition Manager
Key Results:
- Increase the applicant pool for open positions by 45% through targeted recruitment efforts
- Reduce employee turnover rate by 5%
- Achieve a 40% employee satisfaction score through internal surveys
7. Customer Success
Objective 15: Maximize the value each customer extracts from our product, leading to increased revenue growth
Due Date: 9 Months
Owners: Head of Customer Success, Product Manager
Key Results:
- Launch 3 new features specifically designed to increase user engagement and product adoption
- Increase the average number of features used per user by 20%
- Achieve a 15% growth in Annual Recurring Revenue (ARR) per user
Objective 16: Promote long-term customer relationships and maximize the overall value each customer contributes to the business
Due Date: 9 Months
Owners: Head of Customer Success, Customer Success Manager
Key Results:
- Reduce customer churn rate by 1%
- Increase the average customer retention period by 3 months
- Achieve a 10% growth in Customer Lifetime Value (CLTV)
Objective 17: Proactively identify and address customer needs to improve satisfaction and reduce churn
Due Date: 9 Months
Owners: Head of Customer Success, Data Analyst
Key Results:
- Implement a system for proactively monitoring customer health scores and usage patterns
- Increase the number of proactive customer touchpoints
- Achieve a 5% improvement in customer satisfaction score
Objective 18: Expand our customer base by converting existing single-user accounts to multi-seat accounts
Due Date: 9 Months
Owners: Head of Customer Success, Sales Manager
Key Results:
- Develop and launch a targeted campaign promoting the benefits of multi-seat subscriptions
- Increase the number of qualified leads generated from existing single-user accounts by 30%
- Achieve a 20% growth in the number of accounts with two or more users
8. Product/Platform
Objective 19: Expand our user base and product adoption to drive revenue growth
Due Date: 9 Months
Owners: Head of Product, Growth Marketing Manager
Key Results:
- Implement 5 new features specifically designed to increase user engagement and retention
- Achieve a 20% growth in the number of Monthly Active Users (MAU)
- Increase the average user session length by 3 minutes
Objective 20: Deliver a high-quality, impactful new product version on schedule to drive user adoption and revenue growth
Due Date: 9 Months
Owners: Head of Product, Engineering Manager
Key Results:
- Achieve all 10 critical features defined for the new product version
- Launch the new product version on time (by July 1st, 2024) and within budget
- Achieve a 30% adoption rate for the new product features within the first month of launch
Objective 21: Enhance user satisfaction and product usability to drive user retention and revenue growth
Due Date: 9 Months
Owners: Product Designer, User Experience Researcher
Key Results:
- Conduct 15 user testing sessions to identify usability roadblocks and areas for improvement
- Reduce the average time to complete key user tasks by 15% based on user testing results
- Achieve a 10% improvement in user satisfaction score
Objective 22: Empower users to be successful with our product by providing comprehensive and accessible help resources
Due Date: 9 Months
Owners: Product Documentation Lead, Customer Support Manager
Key Results:
- Develop and publish a comprehensive knowledge base covering all core product functionalities
- Increase the average user self-service rate (resolving issues using help resources) by 10%
- Achieve a 90% customer satisfaction rating for the quality and helpfulness of our help resources
9. Service
Objective 23: Enhance service quality, efficiency, and cost-effectiveness to drive customer satisfaction and revenue growth
Due Date: 9 Months
Owners: Head of Service Operations, Service Delivery Manager
Key Results:
- Implement a new service level agreement (SLA) tracking system
- Achieve a 95% attainment rate for all key SLA metrics (e.g., resolution time, first contact resolution rate)
- Reduce the average cost per service interaction by 20%
Objective 24: Expand our service offerings and generate additional revenue streams by introducing high-value services that extend customer lifetime value
Due Date: 9 Months
Owners: Head of Service Development, Product Manager
Key Results:
- Develop and launch 2 new high-value service offerings
- Achieve a 4% conversion rate of existing customers to the new service offerings
- Increase the average customer lifetime value (CLTV) by 15% through additional service adoption
What are some tips to create success-defining growth OKRs?
Here are the four tips on writing meaningful OKRs for the true growth of your team and the business.
1. Align OKRs with the Company Vision
Focus on the company’s “North Star” metric – the single metric that signifies long-term success. Is it user growth, recurring revenue, or customer retention? Ensure your OKRs directly contribute to moving the North Star metric in the right direction.
2. Get the Team’s Input in Creating Goals
Frame OKR goal setting as a collaborative brainstorming session. Let them wrestle with challenges, propose solutions, and ultimately feel ownership over the goals they helped craft. This creates a sense of investment and accountability that translates into better results.
3. Make Goals Specific and Measurable
Don’t be afraid to set stretch goals that push the team outside their comfort zone. Quantify those goals with clear metrics, of course, but frame them in a way that ignites a fire and inspires the team to achieve the seemingly impossible.
4. Use an Efficient OKR Software
Focus on using a simple, transparent system everyone understands and can participate in. Remember, the most essential tool is your team’s collective brainpower, not a fancy app. Invest in intuitive and productive OKR software.
Conclusion
OKRs are an ongoing process. Regularly revisit your goals, track progress, and modify them as needed. Remember, agility is key to achieving your growth goals.
If you are feeling unsure about crafting your own growth-oriented OKRs? Don’t hesitate to seek help!
Consider hiring our OKR consultant to help you tailor these examples to your industry, business model, and growth vision.
Frequently asked questions
1. What are the growth objectives in a business plan?
Growth objectives in a business plan outline how the company intends to expand its customer base, revenue, or market share. These objectives should be ambitious yet achievable within a defined timeframe. They set the direction for specific departments and teams to create aligned goals.
2. What are the objectives of the growth team?
The growth team’s objectives typically focus on initiatives directly impacting the company’s growth goals. These objectives translate the growth objectives from the business plan into actionable plans for user acquisition, lead generation, and customer engagement.
3. What are the goals of the growth strategy?
The goals of a growth strategy detail the specific goals and methods the company will employ to achieve its growth objectives. These goals should be clearly linked to the chosen target audience and market.
4. What is an example of an aspirational OKR?
An aspirational OKR goes beyond what might be considered “safe” or “typical” and can be a powerful motivator for innovation and creative problem-solving. Here’s an example of an aspirational OKR:
Objective: Become the leading provider of AI-powered marketing solutions in North America within the next two years
Key Results:
- Achieve a net promoter score (NPS) of 70 or higher by next year
- Double the market share in the enterprise segment within 18 months
