OKR Examples: Objectives and Key Results Templates

What are OKRs?

OKRs (Objectives and Key Results) is a goal-setting framework where you pair an inspiring Objective with 3-5 measurable Key Results. Objectives are qualitative (“what”), Key Results are quantitative (“how we measure”).

Format:

• Objective: Inspiring, directional goal (qualitative)
• Key Result 1: Measurable outcome with target (quantitative)
• Key Result 2: Measurable outcome with target
• Key Result 3: Measurable outcome with target

The OKR Philosophy: Focus on outcomes, not outputs. Measure impact, not activity.

OKR Examples for Product Teams

Example 1: Product Launch

Objective: Successfully launch V2 and establish market presence

Key Results:

• KR1: Achieve 5,000 signups in first month
• KR2: Reach 40%+ activation rate (users completing core action)
• KR3: Secure 3 case studies from beta customers

Why this works:

• Objective is inspiring and clear
• Key Results are specific, measurable, time-bound
• Mix of acquisition (signups), product (activation), and proof (case studies)

What to avoid:

• ❌ “Launch V2” (that’s an output, not an outcome)
• ❌ “Get more users” (not specific or measurable)

Example 2: Product-Market Fit

Objective: Prove product-market fit with early adopters

Key Results:

• KR1: Increase week-2 retention from 30% to 50%
• KR2: Achieve NPS of 40+ among active users
• KR3: Generate 25%+ of new signups from referrals

Why this works:

• Focuses on retention (not just acquisition)
• NPS measures satisfaction
• Referrals prove value (people recommend it)

Example 3: Feature Adoption

Objective: Drive adoption of new AI-powered recommendations

Key Results:

• KR1: 60% of weekly active users try the feature
• KR2: 30% of users become daily users of the feature
• KR3: 8/10 average satisfaction rating from feature survey

Why this works:

• Tries (awareness), adoption (habit), satisfaction (value)
• Measures both usage and sentiment
• Realistic targets based on typical adoption curves

Example 4: Revenue Growth (SaaS)

Objective: Accelerate revenue growth through expansion

Key Results:

• KR1: Grow MRR from $50K to $80K (60% growth)
• KR2: Increase average deal size from $500 to $750/month
• KR3: Improve net revenue retention to 110%

Why this works:

• Focuses on expansion, not just new customers
• Deal size and retention matter more than volume
• Net revenue retention captures churn + expansion

Example 5: User Experience

Objective: Create a delightful onboarding experience

Key Results:

• KR1: Reduce time-to-first-value from 15min to 5min
• KR2: Increase setup completion rate from 45% to 70%
• KR3: Achieve 4.5+ star rating on setup experience survey

Why this works:

• Time-to-value is critical for retention
• Completion rate shows less drop-off
• Satisfaction validates the experience

Example 6: Engineering Excellence

Objective: Build a reliable, scalable platform

Key Results:

• KR1: Achieve 99.9% uptime (down from 99.5%)
• KR2: Reduce P95 API response time from 500ms to 200ms
• KR3: Decrease production bugs from 20/month to 5/month

Why this works:

• Uptime impacts customer trust
• Speed impacts user experience
• Bug reduction shows quality improvement

Example 7: Market Expansion

Objective: Establish presence in European market

Key Results:

• KR1: Acquire 500 European customers (0 today)
• KR2: Generate €50K MRR from European market
• KR3: Launch localized versions for 3 languages

Why this works:

• Customer count and revenue show traction
• Localization is a concrete enabler
• Ambitious but achievable for new market

Example 8: Customer Success

Objective: Reduce churn and increase customer satisfaction

Key Results:

• KR1: Reduce monthly churn from 5% to 3%
• KR2: Increase NPS from 25 to 45
• KR3: Achieve 80% response rate on support tickets within 4 hours

Why this works:

• Churn directly impacts growth
• NPS measures overall satisfaction
• Support response shows you care

OKR Format: Team-Specific Examples

Product Team OKRs

Q2 2024 Objective: Make the product indispensable for power users

Key Results:

• 40% of users return 3+ times per week (up from 25%)
• 50% of power users use 5+ features regularly (up from 30%)
• 8.5/10 “can’t live without” score from power user survey

Marketing Team OKRs

Q2 2024 Objective: Build sustainable organic acquisition channel

Key Results:

• Grow organic traffic from 10K to 25K monthly visitors
• Achieve 5% conversion rate from organic (signups/visitors)
• Rank top 3 for 10 target keywords

Sales Team OKRs

Q2 2024 Objective: Establish repeatable enterprise sales process

Key Results:

• Close 5 enterprise deals ($10K+ ARR each)
• Reduce sales cycle from 90 to 60 days average
• Achieve 40% win rate on qualified opportunities

How to Write Good OKRs

The Objective

Good objectives are:

• Inspiring: Team wants to achieve it
• Qualitative: Describes desired state
• Time-bound: Clear quarter or timeframe
• Ambitious: Requires focused effort

Examples: ✅ “Become the go-to tool for remote teams” ✅ “Create a frictionless payment experience” ✅ “Establish product-market fit with startups”

❌ “Ship 5 features” (output, not outcome) ❌ “Increase revenue” (not inspiring, too vague) ❌ “Improve things” (meaningless)

The Key Results

Good key results are:

• Measurable: Clear number or percentage
• Ambitious: 60-70% confidence of achieving
• Outcome-focused: Impact, not activity
• Limited: 3-5 per objective (not 10)

Examples: ✅ “Increase trial-to-paid conversion from 10% to 15%” ✅ “Reduce churn from 5% to 3%” ✅ “Achieve NPS of 50+”

❌ “Launch new feature” (output) ❌ “Do more marketing” (not measurable) ❌ “100% uptime” (impossible, not realistic)

OKR Scoring and Grading

How to Score

At end of quarter, grade each Key Result:

0.0 - 0.3: Significant miss (red) 0.4 - 0.6: Made progress (yellow) 0.7 - 0.9: Hit or exceeded (green) 1.0: Crushed it (might have been too easy)

Example: KR1: Grow MRR to $80K (actual: $70K) = 0.7 (70K/80K) KR2: Increase deal size to $750 (actual: $650) = 0.7 (650/750) KR3: Net retention to 110% (actual: 105%) = 0.5 (105/110)

Overall Objective Score: 0.63 average (solid progress)

What Different Scores Mean

0.7 average: Perfect! Ambitious but achievable 0.9+ average: OKRs were too easy, aim higher next time 0.3 average: OKRs were too ambitious or priorities shifted

Common OKR Mistakes

❌ Confusing OKRs with tasks

• Bad: “Launch feature X” (that’s a task)
• Good: “Increase retention by 20% through improved onboarding”

❌ Too many OKRs

• Bad: 10 objectives per quarter
• Good: 3-5 objectives per quarter

❌ Setting safe goals

• Bad: “Grow from 100 to 105 customers” (too easy)
• Good: “Grow from 100 to 200 customers” (ambitious)

❌ All activity, no outcomes

• Bad: “Write 20 blog posts”
• Good: “Drive 10K organic visitors through content”

❌ Ignoring during the quarter

• Bad: Set and forget
• Good: Weekly check-ins on progress

OKRs vs KPIs

OKRs (Objectives and Key Results):

• Drive change
• Quarterly or project-based
• Ambitious targets (60-70% confidence)
• Example: “Grow MRR from $50K to $80K this quarter”

KPIs (Key Performance Indicators):

• Monitor health
• Ongoing metrics
• Maintain or slightly improve
• Example: “Maintain 99.9% uptime”

Use both: KPIs for health, OKRs for growth.

OKR Cadence and Process

Quarterly Cycle

Week 12 (Last week of Q):

• Review current quarter OKRs
• Score each Key Result
• Document learnings

Week 1 (First week of new Q):

• Draft next quarter’s OKRs
• Get team input
• Finalize and commit

Weekly (Ongoing):

• Monday: Review OKR progress
• Friday: Update progress metrics

Monthly:

• Deep dive on one OKR
• Adjust tactics if needed
• Don’t change OKRs mid-quarter

Team Involvement

Product Manager: Drafts OKRs Team: Provides input and commits Leadership: Reviews and approves Everyone: Tracks progress

OKR Templates by Stage

Pre-Launch

Objective: Validate product-market fit with early users

KRs:

• 100 beta users signed up
• 40%+ weekly retention
• 8/10 “would recommend” score

Post-Launch (Growth)

Objective: Achieve sustainable growth

KRs:

• 30% month-over-month growth
• CAC payback < 12 months
• Net revenue retention > 100%

Scale

Objective: Expand into new market segment

KRs:

• $500K ARR from new segment
• 50 logos in new segment
• 90%+ gross retention

Resources and Tools

OKR tracking tools:

• Notion (templates)
• Google Sheets (free)
• Jira (for eng teams)
• Lattice ($$$)

OKR check-in template:

Objective: [Your objective]

KR1: [Metric from X to Y]
- Current: ___
- On track? Yes/No
- Blockers: ___

KR2: [Metric from X to Y]
- Current: ___
- On track? Yes/No
- Blockers: ___

KR3: [Metric from X to Y]
- Current: ___
- On track? Yes/No
- Blockers: ___

Rock-n-Roll helps you translate product goals into clear OKRs, Key Results, and implementation milestones that drive measurable outcomes.

Try Rock-n-Roll

Skip blank pages. Rock-n-Roll turns your okr examples research into a complete product planning bundle in minutes.

What you get:

• Product Strategy Brief with market research, personas, and competitor insights
• Solution Blueprint covering requirements, user journeys, and UX flows
• Implementation Plan sequencing milestones, dependency callouts, and engineering-ready prompts
• Builder handoff kits that push to Loveable, Bolt, or V0 plus prompt bundles for Cursor, Claude Code, or Codex

Try Rock-n-Roll Free →