Key Results measure how far from reaching your objective you are. It adds metrics to objectives.
Key Results should be numeric and be updated every week. If your Key Result is binary it may be a task or plan and not a Key Result. Which moves us to the next point.
While plans and projects are important in supporting your objectives, Key Results are measurable business outcomes and should be treated as such.
Some good examples of Key Results for the Objective: Increase product reach in Germany, would include:
- Increase UK Sign-up to MQL conversion rate from 15 to 20%
- Increase UK MQLs from 300 to 600
- Increase UK SQLs from 200 to 350
These examples are measurable (quantifiable), objectively graded, and while challenging they should be achievable.
A bad example of a Key Result would be:
- Launch a new product.
This Key Result is not numerically measurable and it is not objectively clear how it contributes to the Objective. This would be considered as a project, or could be rewritten into a separate Objective.
Remember that Objectives are large aspirational goals and KR’s are a quantifiable measurement of that goal. You can see more examples of Key Results for your given field at okrexamples.co.