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Using Okrs to Drive Results Aka “Secrets to Crushing Your Goals”

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Using Okrs to Drive Results Aka “Secrets to Crushing Your Goals” Using OKRs to Drive Results aka “Secrets to Crushing Your Goals” Kris Duggan CEO and Founder, BetterWorks @kduggan 1 “In 1999, John Doerr introduced OKRs to Google and changed the course of the company forever…” Eric Schmidt 2 Shona Brown Laszlo Bock 3 4 A Brief History 5 The Good and Bad of MBOs The Good The Bad • MBOs ushered in era • Infrequently updated of results-oriented • Siloed management • Management-driven • Tied to performance reviews and compensation 6 A Brief History 7 The OKRs Revolution • Objectives and Key Results (OKRs) are invented at Intel • KPCB’s John Doerr brings OKRs to Google and more Benefits • Quarterly vs. Annual process • Transparent and aligned • Aspirational • Not tied to performance reviews/compensation 8 The guide to OKRs OKRs are a management methodology that helps companies focus effort on the same important issues throughout their organization 9 Objectives What I want accomplished • Personally significant and aspirational ‒ Should get you out of bed in the morning • Significant for company ‒ Aligned w/, and supported by, entire org As measured by… 10 Key Results How I will accomplish it • Clearly make the objective possible • Measurable • Limited in number • Time related 11 Why use OKRs? • Disciplines thinking • Communicates accurately • Inspires confidence that everyone is working together • Establishes indicators for measuring OKRs tell you & your team what you’re doing progress THIS quarter & importantly, what you are NOT. • Focuses effort • Know exactly what you’re working on Rick Klau Product Partner at Google Ventures 12 John Doerr’s famous football example 13 John Doerr Sand Hill Unicorns General Manager Make $$$ for Owners Key Results: 1. Win Super Bowl Larry Page 2. Fill stands to 88% @Jack Head Coach Head of PR Win SuperBowl Fill Stands to 88% 1. 200 yrd/game passing attack 1. Hire 3 colorful players 2. 3rd ranked defence in NFL 2. Get 2 Monday Night games 3. 25 yds. punt return average 3. Highlight key players 14 John Doerr Sand Hill Unicorns General Manager Larry Page Make $$$ for Owners @Jack Head Coach Key Results: Head of PR Win SuperBowl 1. Win Super Bowl Fill Stands to 88% 1. 200 yrd/game passing attack 2. Fill stands to 88% 1. Hire 3 colorful players 2. 3rd ranked defence in NFL 2. Get 2 Monday Night games 3. 25 yds. punt return average 3. Highlight key players New Staff Publicity Agent Defense Offense Special Teams Scouts #3 Defense 200 yrd passing 25 yrd punt return Get 2 Monday Hire 3 colorful 3 weekly Less than 100yrd attack average Night Games players front-pagers passing a game 75% completion 3 Blocked punts 5 ESPN special Visit top 25 Hire 10 new features colleges cheerleaders 15 Some Best Practices to Remember • Focus on 3-5 objectives at a time ‒ With 3-5 key results for each This image cannot currently be displayed. • At least 60% of objectives should be bottom up ‒ Too much top-down dictation kills motivation and aspiration • Performance evaluations should be completely separate from OKRs ‒ Keeping the two separate encourages workers to set aspirational OKRs ‒ Tying the two together stunts innovative thinking, and leads to sandbagging 16 Grading OKRs Larry’s Objective Win Super Bowl Owner Status Grade • 1. 200 yards a game passing attack Jeff • 250 yrds/game 1 • 2. 3rd ranked defense in NFL Joe • 9th ranked defense 0.7 • 3. 25 yard punt return average Aaron • 10 yrds punt return avg 0.4 TOTAL 0.7 • Grading and reflecting on past OKR progress is critical for setting future OKRs • According to John Doerr & Google, a total grade of 60 - 70% = sweet-spot 17 Goal Science™ Thinking Connected Supported Progress-based Adaptable Aspirational Transparent and Social reinforcement Frequent and Flexibility to respond Retrospection to aligned and recognition measurable feedback to changing encourage excellence priorities 18 Connected Transparent, aligned and all individuals participate People view their manager’s goals 20% more often than their own 19 Supported Working transparently with social reinforcement and recognition 78% increase in achievement when goal information is shared with a peer 20 100 80 No writing 60 Writing 40 Writing & sharing Goal Success 20 Writing, sharing & feedback 0 Goal success Matthews, Gail. "Goals Research Summary." (2013). 21 Progress-based Frequent, measureable feedback and ongoing wins Fitbit users step 43% more steps as progress is tracked regularly. 22 Adaptable Flexibility to respond to changing priorities and business needs 20%-25% of goals are adjusted and updated (the targets or milestones themselves) during the period 23 Aspirational Retrospection to encourage excellence Top-performing department at an industry leading energy company: Average progress: 82% Average score: 97% 24 Goal examples 25 This image cannot currently be displayed. Sales Goal Examples Role Role Account Executive Sales Representative Goal As measured by Goal As measured by Create new • Contribute $250K in Exceed Q4 quotas • Create an account bookings by Q1 plan for each tier bookings pipeline by 100%+ st for Q1 • Contribute $1M in by Jan 31 new pipeline by Q1 • Generate 60 QSLs • Keep pipeline by Q1 above 3x at • Source 30 Fortune all times 1000 CXO meetings st • Deliver 40% of by March 1 territory bookings • Bring in $200,000 in via upsell and bookings by Q1 cross-sell 26 This image cannot currently be displayed. Marketing Goal Examples Role Role PR/AR Product Marketing Goal As measured by Goal As measured by Drive awareness • Publish 20 press Drive an epic • 10K first through PR pieces by Q1 launch for impressions/downloa activities • Host 2 media product 3.0 ds within the first dinners with key month of launch industry influencers • Finalize messaging by Q1 and competitive Secure speaking positioning by • st spot for our CEO Jan 31 at TED • Create one customer • Reach out to 25 case studies or 3 publications about testimonials for Series D round on product v3.0 by th March 25 th Feb 15 27 Engineering Goal Examples Role Role Software Engineer Quality Assurance Engineer Goal As measured by Goal As measured by Implement • Simplify and clean Drive quality for • Find 50 bugs by refactored up the email signals features shipping the end February and processing by End February with email delivery th in February • February 16 250 open bugs of architecture • Ship email delivery P2 or higher architecture by • Increase Karma code freeze test coverage • Ship email delivery from 86% to 90% architecture by end February w/documentation • Have zero & unit tests by regressions code freeze in March 28 Product Goal Examples Role Role Product Manager Technical Writer Goal As measured by Goal As measured by Increase daily • Interview 50 Restructure • Eliminate redundant engagement with customers or users content in documentation the product to get feedback Customer • Condense and refine • Modify onboarding existing FAQs w/ help experience with Support portal from customer support educational • Develop content and social documentation features formatting and • Identify power style guide users & document • Propose and share their behaviors new style guide with product team 29 Design Goal Examples Role Role Product Designer User Researcher Goal As measured by Goal As measured by Design major • Create and present Develop more • Travel onsite to 6 interactions for 5 prototypes to understanding partner companies March sprint head of design of our user base by end of Q1 • Participate in 5 user • Distribute nationwide interviews with and target survey to 10,000 user researcher demographic individuals to gather • Increase demographic data engagement on all by February newly designed • Create a model for features by 10% top 5% of users of the product by February 30 Support Goal Examples Role Role Customer Support Representative Community Manager Goal As measured by Goal As measured by Make customers’ • Respond to new Grow a vibrant • Publish 7 blog posts experience with tickets in less than customer by the end quarter support enjoyable 10 hours, on average community • Increase forum and helpful • Resolve initial participation by 50% questions in less • Increase successful than 24 hours, customer referral on average rate to 9% • Maintain a personal • Develop strategy to satisfaction score engage company’s greater than 90% leading online evangelists 31 Some personal examples 32 Improving yourself just 1% every day and in a year you are 1.01 365 =37.8 Degrading just 1% everyday and in a year you are 0.99 365 =0.03 37.
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