CMA’s conclusive guide to OKRs and KPIs

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43 L 48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-okrs tag-customer-marketing tag-article "> <section class="post-full-content OKRs"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2023-09-29">29 September 2023</time> <span class="reading-time">12 min read</span> </section> <h1 class="post-full-title">CMA’s conclusive guide to OKRs and KPIs</h1> <section class="post-full-meta"> <a href="/tag/okrs/">OKRs</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/05/CMA_Framework_Tiles_metrics_and_analysis.jpg);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>If you've ever wondered how to navigate the world of OKRs and KPIs, you're in the right place. This page serves as Customer Marketing Alliance’s ultimate guide to these metrics. It houses all the articles we’ve written on the topic, all in one place. <br></p><p><strong>Specifically, we’ll be answering:</strong></p><ul><li><a href="https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/#:~:text=Alternatives%20to%20OKRs-,What%20does%20OKR%20stand%20for%3F,-Besides%20SMART%20goals">What OKR stands for,</a></li><li><a href="https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/#:~:text=Stephanie%20Whalley-,OKR%20structure,-So%20let%E2%80%99s%20begin">What an OKR structure is,</a></li><li><a href="https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/#:~:text=Grace%20Gupta-,The%20difference%20between%20OKRs%20and%20KPI,-OKRs%20and%20KPIs">What the difference between OKRs and KPIs are,</a></li><li><a href="https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/#:~:text=Eve%20Chatfield-,An%20example%20of%20an%20OKR,-So%20how%20does">An example of an OKR</a></li><li><a href="https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/#:~:text=Lawrence%20Chapman-,Can%20OKRs%20replace%20KPIs%3F,-This%20is%20a">Can OKRs replace KPIs?</a></li><li><a href="https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/#advantages-of-okr:~:text=to%20address%20this.-,Advantages%20of%20OKR,-So%20what%20makes">Advantages</a> and <a href="https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/#:~:text=Eve%20Chatfield-,Disadvantages%20of%20OKR,-OKRs%2C%20like%20with">Disadvantages of OKRs</a></li><li><a href="https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/#alternatives-to-okr:~:text=your%20unique%20situation.-,Alternatives%20to%20OKR,-So%20there%20you">Alternatives to OKRs</a></li></ul><h2 id="what-does-okr-stand-for"><strong>What does OKR stand for?</strong></h2><p>Besides SMART goals and KPIs, OKRs are a way to structure your and your teams’ goals. Its aim is to help monitor your performance and set and focus your tasks to achieve reaching goals. OKR stands for:<br></p><p><strong>O - Objectives</strong></p><p><strong>K - Key</strong></p><p><strong>R - Results</strong><br></p><p>But what does this <em>actually </em>mean? How are these words applied and put into practice?</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/an-introduction-to-okrs/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">An introduction to OKRs</div><div class="kg-bookmark-description">OKRs are like flossing your teeth - not the most enjoyable part of your day by any means but still a vital and fundamental part of the bigger picture. We’re all here with the same ambition - to be the best at what we do (and to avoid too many long stints in the dentist’s chair!)</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Stephanie Whalley</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/04/Intro-to-OKRs--1--1.jpg" alt=""></div></a></figure><h2 id="okr-structure"><strong>OKR structure</strong></h2><p>So let’s begin by going through what each letter means and an example of how to set out this type of goal:<br></p><p><strong>Objectives:</strong> This is the goal you want to achieve and they should be designed to be ambitious for your team to achieve; the objective is there to provide direction and drive. They should provide a measurable challenge for your team, without being completely impossible. <br></p><p><strong>Example:</strong></p><ul><li>Increase customer satisfaction and loyalty by <strong>15-20%</strong>.<br></li></ul><p><strong>Key Results: </strong>These are the specific, measurable, and time-bound outcomes that indicate progress toward your objective. They answer the question, "How will we know when we've achieved our objective?" They should be placed as milestones along your work timeline, be it for a month, a quarter, or a whole year.</p><p><br><strong>Examples:</strong></p><ul><li>Achieve a Net Promoter Score (NPS) of <strong>75 or higher</strong> by the end of the quarter.</li><li>Reduce customer support response time to under <strong>2 hours</strong> on average.</li><li>Increase repeat customer rate by <strong>20%</strong> in the next six months.<br></li></ul><p>The aim of OKRs is to help broaden the perspective of your team. They increase the concept of what is achievable and put in place the idea that a team’s goals are a part of achieving an overarching company goal. <br></p><p>Plus, they're adaptable – as mentioned, you can set them for a specific time frame within your work progress, typically quarterly or annually. This should allow you to regularly evaluate your progress and adjust as needed.<br></p><p>Remember, OKRs aren’t about micromanaging tasks but rather about focusing teams and individuals to achieve a shared target; they provide the purpose behind, and drive to achieve, completing tasks.</p><h2 id="what-is-a-kpi"><strong>What is a KPI?</strong></h2><p>KPIs are not goal metrics but are specific pieces of data, and a measurable metric that is used to tell you how effectively you're achieving your goals and objectives. The acronym itself stands for:<br></p><p><strong>K - Key</strong></p><p><strong>P - Performance</strong></p><p><strong>I - Indicators</strong><br></p><p><strong>So, what does this actually look like?</strong><br></p><p><strong>Key Performance Indicator:</strong> Customer Retention Rate (CRR)<br></p><ul><li><strong>Key:</strong> Customer retention is a critical factor for long-term business success and profitability.</li><li><strong>Performance: </strong>This KPI measures how well your customer marketing efforts are retaining existing customers over a specific period.</li><li><strong>Indicators: </strong>It is indicated by the percentage of customers who continue to do business with your company compared to the total number of customers at the beginning of the period. A high CRR indicates you have been successful in your customer marketing strategies, while a declining CRR may signal the need for improvements in this area.<br></li></ul><p>Now, here are some other common examples of KPIs for customer marketers:<br></p><ul><li><strong>Revenue Growth Rate:</strong> This KPI tracks the percentage increase in your revenue over a specific period, helping you gauge your business's financial health.</li><li><strong>Net Promoter Score (NPS):</strong> It's the golden standard for measuring customer satisfaction and loyalty. The higher, the better!</li><li><strong>Customer Churn Rate: </strong>This KPI tracks the percentage of customers who stop doing business with you over a given time period. Lower is usually better here.</li><li><strong>Conversion Rate:</strong> When it comes to your website or marketing campaigns, this KPI tells you how effectively you're turning visitors into customers.</li><li><strong>Click-Through Rate (CTR):</strong> For online ads and email campaigns, CTR measures the percentage of people who click on your content.</li></ul><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/what-is-the-difference-between-cancellation-and-churn/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">What is the difference between cancellation and churn?</div><div class="kg-bookmark-description">When it comes to customer marketing, one of the most important metrics to track is customer retention. After all, figuring out how to keep your customers aboard ship and reduce churn rate is the linchpin of (SaaS); you want to keep your customer base intact to prevent revenue loss.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Grace Gupta</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2023/02/markus-winkler-7EwWeNyzSwQ-unsplash--1-.jpg" alt=""></div></a></figure><h2 id="the-difference-between-okrs-and-kpi"><strong>The difference between OKRs and KPI</strong></h2><p>OKRs and KPIs tend to be easily confused. While both are important for measuring progress and success, they serve different purposes and have distinct characteristics. <br></p><p>In fact, their purposes are such that they can work to complement each other when both are put into practice together. First, their defining characteristics:</p><h3 id="okrs-objectives-and-key-results">OKRs (Objectives and Key Results)</h3><h4 id="focused"><strong>Focused</strong></h4><p>OKRs are more qualitative in origin and prioritize the act of goal setting. They’ll describe what you want to accomplish, but your chosen key results can include a quantitative benchmark to aim for as a way of measuring success.</p><h4 id="flexible"><strong>Flexible</strong></h4><p>OKRs are typically given a specific time frame but are set up in such a way as to allow you to adjust these aims depending on your circumstances. <br></p><p>Not reaching a specific OKR can tell you just as much about your current work as achieving it. <br></p><p>An ambitious goal can eke out the most important pain points in their first iteration, and can then be adjusted to focus on eliminating these pain points on the second go around. <br></p><h4 id="aligned"><strong>Aligned</strong></h4><p>OKRs are designed to align teams and individuals with the organization's overarching goals. Everyone's OKRs should weave into one another, and all exist to further the progress of achieving your company-wide goals.</p><h3 id="kpis-key-performance-indicators">KPIs (Key Performance Indicators)</h3><h4 id="specific"><strong>Specific</strong></h4><p>KPIs are performance metrics used to measure specific parts of your work performance, often delving into the finer details rather than representing an ‘umbrella goal’ for your team. <br></p><p>They’re quantitative whereas OKRs are qualitative. They’ll be used to monitor ongoing activities and strategies, such as revenue, customer retention, upselling, or acts of advocacy.</p><h4 id="stable"><strong>Stable</strong></h4><p>Where OKRs are flexible and prone to change and adjustments, KPIs are typically stable and remain the same throughout their use. Rather than being reviewed every quarter, or annually, KPIs should be regularly monitored, as often as week to week if needed, to ensure targets are met.</p><h4 id="isolated"><strong>Isolated</strong></h4><p>KPIs aren’t necessarily tied to specific objectives. While they can support broader goals, they do not provide the same level of high-level alignment as OKRs.<br></p><p>In essence, KPIs are used continuously to help teams and leaders stay informed about the developing success of day-to-day work practices. OKRs can be brought in to improve a specific area of work over a set period of time. <br></p><p>If a KPI has dropped over the month, an OKR may be introduced to help direct the work in a way that supports and improves this KPI again. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/indicators-for-success-why-the-difference-between-okrs-and-kpis-are-important/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Indicators for success: Why the difference between OKRs and KPIs are important.</div><div class="kg-bookmark-description">Both Key Performance Indicators (KPIs) and Objective and Key Results (OKRs) are thrown around during conversation a lot, and knowing the difference between the two can be a little mystifying. In this article, we’ll help you understand the differences between the two and why they’re important.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/04/james-sutton-QqE158hev1I-unsplash--1-.jpg" alt=""></div></a></figure><h2 id="an-example-of-an-okr"><strong>An example of an OKR</strong></h2><p>So how does this metric work? Let's look at an example: <br></p><p><strong>Objective:</strong> <em>(The Objective is flexible and ambitious)</em><br></p><p>Improve customer retention and loyalty<br></p><p><strong>Key Results: </strong><em>(The Key Results are specific, and have a time limit.)</em><br></p><ul><li>Increase customer retention rate:<strong> </strong>Achieve a <strong>10% increase </strong>in customer retention rate by the end of the quarter.</li><li>Boost net promoter score (NPS): <strong>Elevate the NPS score from 45 to 60 within six months</strong>. A higher NPS indicates increased customer satisfaction and willingness to recommend our product or service.</li><li>Reduce customer churn rate: <strong>Decrease customer churn rate by 15% over the next quarter.</strong> Reducing churn means fewer customers leaving the platform, which is crucial for long-term growth.</li><li>Increase upsell and cross-sell revenue: <strong>Achieve a 20% increase in upsell and cross-sell revenue within the fiscal year. </strong>This will help maximize the lifetime value of each customer.<br><br></li></ul><p>Now these desired results have been set out, you and your team will have to prioritize certain actions that’ll help you achieve them. The actions taken may look something like this:<br></p><p><strong>Retention rate actions:</strong></p><ul><li>Implement a customer feedback program to gather insights on pain points and areas for improvement.</li><li>Launch a personalized email marketing campaign targeting at-risk customers with tailored offers and content.</li><li>Enhance the onboarding process to ensure customers are well-acquainted with our product's value.</li></ul><p><br><strong>Net Promoter Score actions:</strong></p><ul><li>Conduct in-depth NPS surveys to identify specific areas where we can enhance the customer experience.</li><li>Create a customer advocacy program to encourage satisfied customers to refer new clients.</li><li>Provide additional training and resources to our support team to improve customer interactions.<br></li></ul><p><strong>Churn rate actions:</strong></p><ul><li>Analyze the reasons behind customer churn through exit surveys and data analysis.</li><li>Implement a dedicated customer success team to proactively address potential issues and provide personalized support.</li><li>Develop a comprehensive knowledge base and self-service resources to empower customers.<br></li></ul><p><strong>Cross-sell and upsell actions:</strong></p><ul><li>Conduct a comprehensive audit of current product offerings to identify upsell and cross-sell opportunities.</li><li>Train the sales and customer success teams to effectively identify and present these opportunities to customers.</li><li>Develop targeted marketing campaigns to promote complementary products or services to existing customers.<br></li></ul><p>Each of these steps will aim to get you to those Key Results and consequently achieve your overall goal of increased retention and loyalty. <br></p><p>So, how do KPIs complement this? <br></p><p>Well, KPIs will be the data produced from these actions that you’ll use to monitor your progress. This will be on top of your normal month-on-month KPIs that monitor your general team's success. These KPIs will be better and worse and monitoring certain actions. <br></p><p>And this is also where the confusion commonly comes in. Letting KPIs and OKRs overlap does run the risk of confusing your data. If you’re looking at a general stat you use monthly, it’ll be difficult to say whether or not your OKR work has been responsible for any changes. <br></p><p>OKRs and KPIs usually work best in tandem if your OKR is set as a result of evidence produced from your KPIs.<br></p><p><strong>For example: </strong>If you’ve noticed that traffic to your members' site has dropped during your monthly KPI update, your team may want to set up an OKR for the next quarter to address this.</p><h2 id="advantages-of-okr"><strong>Advantages of OKR</strong></h2><p>So what makes OKRs worth the change? </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/okrs-the-key-when-setting/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">OKRs: The key when setting and achieving goals</div><div class="kg-bookmark-description">Every company aspires to hit the loftiest heights and establish itself as a market leader. However, to survive your hike to the figurative summit, you’ll need to have a few essentials in place, including Objectives and Key Results (OKRs).</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Lawrence Chapman</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/04/OKRs-the-key--1--1.jpg" alt=""></div></a></figure><h3 id="can-okrs-replace-kpis"><strong>Can OKRs replace KPIs?</strong></h3><p>This is a common question for those looking to review and update their metrics. The answer isn’t all that simple as each team will have a unique way of working, ergo choosing metrics must be equally as specific to your team. <br></p><p>However, as we’ve laid out here, OKRs and KPIs present a good argument for working in tandem. While KPIs monitor the day-to-day, OKRs will direct and monitor overarching goals and ambitions for the team. <br></p><p>As they’re not a one-to-one comparison, neither would be suited to replace the other. <br></p><p>One thing they have in common though is that they shouldn’t be set in stone. <br></p><p>OKRs may work great for you, so keep them! <strong>But </strong>don’t be unwilling to change the OKRs as your team develops and grows. The OKR that worked for you at the beginning of the year is unlikely to work for you at the end of the year. </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/important-factors-that-impact-customer-marketing-metrics-and-how-to-choose-your-own/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Important factors that impact customer marketing metrics, and how to choose your own</div><div class="kg-bookmark-description">Measuring customer marketing performance using quantifiable metrics is tricky due to the relationship-based nature of the role. That being said, there’re a variety of metrics to choose from and the ones you go for will depend on your organization and how you run your team.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/09/william-warby-WahfNoqbYnM-unsplash--1-.jpg" alt=""></div></a></figure><p>The same can be said for KPIs where technology is constantly updating, the data that worked to monitor your team’s success may not do so after one too many google updates (and more in that vein!). Again, allow for the flexibility to change these when and where they suit your team. <br></p><p>Don’t try to mold your team to fit your metric’s needs; fit your metrics to your team's needs – <strong>always. </strong></p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to make and structure your marketing goals: Be flexible</div><div class="kg-bookmark-description">Goal setting’s an important thing to do with your internal network for many reasons. When done correctly, goal setting can help streamline, optimize, and enthuse your working environment and processes.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Eve Chatfield</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/06/gabriel-sanchez-_YQ199RNF48-unsplash--1-.jpg" alt=""></div></a></figure><h2 id="disadvantages-of-okr"><strong>Disadvantages of OKR</strong></h2><p>OKRs, like with any metric, aren’t perfect. Choosing metrics will depend on which ones will best suit your business, so it’s important to understand the advantages and disadvantages of each metric. <br></p><p>So what are the disadvantages of OKRs?</p><h3 id="overemphasis-on-short-term-goals"><strong>Overemphasis on short-term goals</strong></h3><p>OKRs tend to be set for relatively short timeframes (typically quarterly), which can sometimes lead to a focus on short-term results at the expense of long-term strategic planning.<br></p><h3 id="time-consuming"><strong>Time-consuming</strong></h3><p>The process of setting and reviewing OKRs can be time-consuming, taking employees away from their primary responsibilities. This can be especially problematic if not managed efficiently.<br></p><h3 id="quantitative-bias"><strong>Quantitative bias</strong></h3><p>OKRs often rely heavily on quantitative metrics, which may not capture the full spectrum of an employee's contributions, particularly in roles that involve qualitative or creative work.<br></p><h3 id="risk-of-gaming"><strong>Risk of gaming</strong></h3><p>There is a risk that employees or teams may manipulate or "game" the system to achieve their Key Results without genuinely contributing to the organization's success.<br></p><h3 id="conflict-and-stress"><strong>Conflict and stress</strong></h3><p>Setting ambitious Key Results can sometimes create stress and competition among team members, potentially leading to conflicts if not managed properly.<br></p><p>As you may have become aware of while reading these disadvantages, many of them can be mitigated with thoughtful implementation and a continuous commitment to refining your OKR process. <br></p><p>The success of your OKRs really depends on your own leadership commitment, clear communication, and adaptability to your unique situation.</p><h2 id="alternatives-to-okr"><strong>Alternatives to OKR</strong></h2><p>So there you have it; the ins and outs of OKRs. Hopefully, this hub page will give you a good idea of whether or not OKRs suit your organization. But if not, here are a few alternatives:</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.customermarketingalliance.com/meaningful-metrics-how-to-transform-your-customer-programs-into-assets-that-impact-business-growth/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">Meaningful metrics: Transform your customer programs</div><div class="kg-bookmark-description">transforming your customer program through metrics is a journey. It’s a journey that’s going to take time, effort, consistency, deep collaboration with internal teams, and resources to help you get over the finish line.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.customermarketingalliance.com/content/images/size/w256h256/2022/04/android-chrome-192x192.png" alt=""><span class="kg-bookmark-author">Customer Marketing Alliance</span><span class="kg-bookmark-publisher">Kevin Lau</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.customermarketingalliance.com/content/images/2022/06/eskay-lim-PK6NDtsYy00-unsplash--1-.jpg" alt=""></div></a></figure><h3 id="smart-goals"><strong>SMART Goals</strong></h3><p>SMART goals are Specific, Measurable, Achievable, Relevant, and Time-bound. Like the OKR they’re made to achieve one priority goal. <br></p><p>Where OKRs are usually ambitious and flexible, SMART goals are usually rigidly structured and are set based on current performance to make them realistically achievable. <br></p><p>These SMART goals work best alongside a specific strategy or campaign in order to achieve a single success.</p><h3 id="balanced-scorecard"><strong>Balanced Scorecard</strong></h3><p>This approach monitors an organization's performance from multiple perspectives, including financial, customer, internal processes, and learning/growth. <br></p><p>This type of monitoring works if your team benefits from both quantitative and qualitative measuring systems. Unlike OKRs and SMART goals which are very specific, a scorecard does the opposite and takes a variety of perspectives into consideration. These goals are also not usually time-specific.</p><h3 id="lean-metrics"><strong>LEAN Metrics</strong></h3><p>LEAN metrics are a specific type of KPIs, which employ a LEAN philosophy. This philosophy is one born of a desire to eliminate waste, increase efficiency, and improve overall value delivery to customers. <br></p><p>LEAN metrics focus on improving processes and eliminating non-value-added activities. Essentially they’re employed to make everything more efficient, than anything else.</p><h3 id="north-star-metric"><strong>North Star Metric</strong></h3><p>The North Star metric is almost as dreamy as it sounds! A North Star metric is one single KPI that’s used as the ‘guiding light’ to inform everything else going on in your business. </p><p><br>The idea is that this North Star reflects the most important core value that encompasses your organization. This metric simplified everything down to the most basic goal for your organization while keeping it <strong>customer-centric and long-term</strong>.</p> </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Like what you see? Then check out tonnes more.</h2> <p class="post-upgrade-cta-desc"> From exclusive content by industry experts and an ever-increasing bank of templates, to 100s of hours’ worth of presentations and mentors, our membership plans are packed with awesome sales enablement resources. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="/signup/">Subscribe now</a> <a class="button large primary" href="/membership/">Learn more</a> </div> </div> </aside> <aside class="post-upgrade-cta get-cert-cta" style="display:none;"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" class="site-logo" /> <h2>Get product marketing certified.</h2> <p class="post-upgrade-cta-desc"> PMMC™ unleashes product marketers’ potential. Lauded by leading lights like Facebook and HubSpot, it offers expert insights, priceless tuition, and awesome resources. No topic missed. No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/eve/"> <img class="author-profile-image" src="/content/images/size/w300/2022/04/c0f1cd5c-fe6e-48fb-8a4e-c1f7d7553cdf.JPG" alt="Eve Chatfield" /> <section class="author-card-content"> <h4 class="author-card-name">Eve Chatfield</h4> <p>Eve is a Junior Copywriter at Customer Marketing Alliance. She has been writing for as long as she can remember and enjoys creating content that helps others with their career goals.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/okrs/">OKRs</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/important-factors-that-impact-customer-marketing-metrics-and-how-to-choose-your-own/"> <img class="post-card-image" src="/content/images/size/w800/2022/09/william-warby-WahfNoqbYnM-unsplash--1-.jpg" alt="Customer marketing metrics and how to choose your own" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/important-factors-that-impact-customer-marketing-metrics-and-how-to-choose-your-own/"> <header class="post-card-header"> <h2 class="post-card-title">Customer marketing metrics and how to choose your own</h2> </header> <section class="post-card-excerpt"> <p>Measuring customer marketing performance using quantifiable metrics is tricky due to the relationship-based nature of the role. That being said, there’re a variety of metrics to choose from and the ones you go for will depend on your organization and how you run your team....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">10 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/how-to-reduce-customer-churn/"> <img class="post-card-image" src="/content/images/size/w800/2022/07/siora-photography-CkaAkgK5mc4-unsplash--1-.jpg" alt="How to reduce customer churn" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/how-to-reduce-customer-churn/"> <header class="post-card-header"> <h2 class="post-card-title">How to reduce customer churn</h2> </header> <section class="post-card-excerpt"> <p>Whether you’re working at a small startup or accomplished organization, customers are the lifeblood of your business. So, when customer churn rears its head, this can throw a spanner in the works and impact a company’s short and long-term goals....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">12 min read</span> </footer> </div> </article> <article class="post-card"> <a class="post-card-image-link" href="/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/"> <img class="post-card-image" src="/content/images/size/w800/2022/06/gabriel-sanchez-_YQ199RNF48-unsplash--1-.jpg" alt="How to make and structure your marketing goals: Why it's important for them to be flexible" /> </a> <div class="post-card-content"> <div class="post-visibility-public" href="/signin">Members-only</div> <a class="post-card-content-link" href="/how-to-make-and-structure-your-marketing-goals-why-its-important-for-them-to-be-flexible/"> <header class="post-card-header"> <h2 class="post-card-title">How to make and structure your marketing goals: Why it's important for them to be flexible</h2> </header> <section class="post-card-excerpt"> <p>Goal setting’s an important thing to do with your internal network for many reasons. When done correctly, goal setting can help streamline, optimize, and enthuse your working environment and processes....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">10 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.customermarketingalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1--1.png" alt="Customer Marketing Alliance icon" /> <span>Customer Marketing Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">CMA’s conclusive guide to OKRs and KPIs</div> <div class="floating-header-share"> <a class="floating-header-share-tw" href="https://twitter.com/share?text=CMA%E2%80%99s%20conclusive%20guide%20to%20OKRs%20and%20KPIs&url=https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/" onclick="window.open(this.href, 'share-twitter', 'width=550,height=235');return false;"> <?xml version="1.0" encoding="iso-8859-1"?> <svg viewBox="0 0 24 24" aria-hidden="true" class="r-18jsvk2 r-4qtqp9 r-yyyyoo r-16y2uox r-8kz0gk r-dnmrzs r-bnwqim r-1plcrui r-lrvibr r-lrsllp"> <g> <path d="M18.244 2.25h3.308l-7.227 8.26 8.502 11.24H16.17l-5.214-6.817L4.99 21.75H1.68l7.73-8.835L1.254 2.25H8.08l4.713 6.231zm-1.161 17.52h1.833L7.084 4.126H5.117z"> </path> </g> </svg> </a> <a class="floating-header-share-fb" href="https://www.facebook.com/sharer/sharer.php?u=https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/" onclick="window.open(this.href, 'share-facebook','width=580,height=296');return false;"> <svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 32 32"><path d="M19 6h5V0h-5c-3.86 0-7 3.14-7 7v3H8v6h4v16h6V16h5l1-6h-6V7c0-.542.458-1 1-1z"/></svg> </a> <a class="floating-header-share-linkedin" href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.customermarketingalliance.com/cmas-conclusive-guide-to-okrs-and-kpis/" onclick="window.open(this.href, 'share-facebook','width=580,height=496');return false;"> <?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z M4.4,6.2c-1,0-1.7-0.8-1.7-1.7c0-0.9,0.8-1.7,1.7-1.7c0.9,0,1.7,0.8,1.7,1.7C6.2,5.4,5.4,6.2,4.4,6.2z M17,17h-3v-4.6c0-1.1,0-2.5-1.5-2.5c-1.5,0-1.8,1.2-1.8,2.5V17h-3V7.5h2.8v1.3h0c0.4-0.8,1.4-1.5,2.8-1.5c3,0,3.6,2,3.6,4.5V17z" /> </g> </g> </svg> </a> </div> <progress id="reading-progress" class="progress" value="0"> <div class="progress-container"> <span class="progress-bar"></span> </div> </progress> </div>  <link rel="stylesheet" href="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.css" />  <script src="https://cdnjs.cloudflare.com/ajax/libs/tocbot/4.11.1/tocbot.min.js"></script> <script> if (window.isTOCenabled) { document.querySelector('.toc-container').innerHTML = '<div class="toc"></div>'; tocbot.init({ tocSelector: '.toc', contentSelector: '.post-content' }); } </script> <div class="footer"> <div class="footer-wrapper"> <div class="site-footer-content"> <div class="site-footer-content-logo"> <a href="/"> <img src="https://www.customermarketingalliance.com/assets/img/sales/CMA%20FULL%20LOGO%20WHITE.svg?v=49cb5bde65" /> </a> </div> <div class="site-footer-content-title"> Our mission is plain and simple. 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