OKRs (Objectives and Key Results)
A goal-setting framework where teams define qualitative objectives (what to achieve) and measurable key results (how to know you achieved it), typically set quarterly.
Why Most OKR Implementations Fail
Google made OKRs famous. Then every startup adopted them. Then most of those startups hated them. The framework is not the problem — the implementation is. The most common failure: writing OKRs that are really just task lists. “Launch the new pricing page” is a task, not a key result. “Increase free-to-paid conversion from 3% to 5%” is a key result. One measures output. The other measures outcome.
The second most common failure is setting OKRs in January and never looking at them again until March. OKRs need weekly check-ins — not long meetings, just 15 minutes to ask: are we on track? If not, what changes?
How to Write Good OKRs
The objective is aspirational and qualitative. The key results are specific and measurable.
| Component | Bad Example | Good Example |
|---|---|---|
| Objective | Improve marketing | Become the top-of-mind brand for mid-market CFOs |
| Key Result 1 | Run more campaigns | Increase organic traffic from CFO-targeted content by 40% |
| Key Result 2 | Get more leads | Generate 200 MQLs from CFO persona at <$150 CAC |
| Key Result 3 | Do social media | Achieve 50 inbound demo requests from LinkedIn content |
OKR Cadence for SaaS Companies
Set company OKRs annually. Set team OKRs quarterly. Review weekly. Score at end of quarter on a 0-1 scale — 0.7 is the target, not 1.0. If you are hitting 1.0 every quarter, your OKRs are not ambitious enough. If you are hitting 0.3, they are disconnected from reality. The sweet spot is stretching but achievable with focused effort.
Frequently Asked Questions
How many OKRs should a SaaS company set per quarter?
3-5 objectives with 2-4 key results each. More than that and nothing gets prioritized. Google, Intel, and most successful OKR practitioners recommend fewer objectives with rigorous key results. If everything is a priority, nothing is.
What is the difference between OKRs and KPIs?
KPIs measure ongoing health (MRR, churn rate, NPS). OKRs drive change over a specific period. You track KPIs every day. You pursue OKRs every quarter. KPIs are the vital signs. OKRs are the treatment plan. A healthy company tracks both.
