OKR (Objectives and Key Results)

Category: Ops

A goal-setting framework: one ambitious objective supported by 3 to 5 measurable key results.

OKRs work because they force priority. An objective is qualitative and inspiring ('Become the marketing community Central Florida shows up for'). Key results are quantitative and time-bound ('Grow attended events from 12 to 20, grow members from 180 to 300, hit 65+ NPS'). Score 0.7 on average. Hitting 1.0 means you weren't ambitious enough.

Part of the AMA Orlando marketing glossary. See also the chapter's free marketing calculators and templates and playbooks.