OKR (Objectives and Key Results)

An OKR answers two questions: what are we trying to achieve, and what evidence would show meaningful progress? The objective states a clear, motivating direction. Key results provide measurable outcomes and a time horizon. For example, “Make emergency service easier to book” could have key results for reducing abandoned bookings, increasing confirmed appointments, and improving response time.

A useful key result should indicate an outcome rather than simply list a task. “Redesign the booking form” is work to deliver; “Reduce mobile booking abandonment from a measured baseline to a target” describes a result. Teams may use two, three, or more key results depending on the context; there is no universal requirement that every objective have exactly three to five. Define baselines, owners, review periods, and how conflicting goals will be handled.

OKRs help focus discussion but do not replace budgets, operational safeguards, or project plans. A team can achieve a numerical target while creating a worse customer experience if it chooses an inappropriate metric. The framework is narrower than a general marketing objective because it explicitly connects an ambition to the evidence used to evaluate it.