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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


  1. Using OKRs to Drive Results aka “Secrets to Crushing Your Goals” Kris Duggan CEO and Founder, BetterWorks @kduggan 1

  2. “In 1999, John Doerr introduced OKRs to Google and changed the course of the company forever…” Eric Schmidt 2

  3. Shona Brown Laszlo Bock 3

  4. 4

  5. A Brief History 5

  6. 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

  7. A Brief History 7

  8. 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

  9. The guide to OKRs OKRs are a management methodology that helps companies focus effort on the same important issues throughout their organization 9

  10. 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

  11. Key Results How I will accomplish it • Clearly make the objective possible • Measurable • Limited in number • Time related 11

  12. 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

  13. John Doerr’s famous football example 13

  14. John Doerr Sand Hill Unicorns General Manager Make $$$ for Owners Key Results: 1. Win Super Bowl Larry Page @Jack 2. Fill stands to 88% 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

  15. John Doerr SandHill Unicorns General Manager Larry Page @Jack Make $$$ for Owners Head Coach Head of PR Key Results: Fill Stands to 88% Win SuperBowl 1. Win Super Bowl 1. Hire 3 colorful players 1. 200 yrd/game passing attack 2. Fill stands to 88% 2. Get 2 Monday Night games 2. 3rd ranked defence in NFL 3. Highlight key players 3. 25 yds. punt return average New Staff Publicity Agent Scouts Defense Offense Special T eams Get 2 Monday Hire 3 colorful 3 weekly #3 Defense 200 yrd passing 25 yrd punt return Night Games players front-pagers Less than 100yrd attack average 5 ESPN special Visit top 25 Hire 10 new passing a game 75% completion 3 Blocked punts features colleges cheerleaders 15

  16. 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

  17. Grading OKRs Larry’s Objective Win Super Bowl Owner Status Grade • • 1. 200 yards a game passing attack Jeff 250 yrds/game 1 9 th ranked defense • • 0.7 2. 3rd ranked defense in NFL Joe • • 0.4 3. 25 yard punt return average Aaron 10 yrds punt return avg 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

  18. Goal Science™ Thinking Connected Supported Progress-based Adaptable Aspirational Transparent and Social reinforcement Flexibility to respond Frequent and Retrospection to aligned and recognition measurable feedback to changing encourage excellence priorities 18

  19. Connected Transparent, aligned and all individuals participate People view their manager’s goals 20% more often than their own 19

  20. Supported Working transparently with social reinforcement and recognition 78% increase in achievement when goal information is shared with a peer 20

  21. 100 No writing 80 Goal Success Writing 60 Writing & 40 sharing Writing, 20 sharing & feedback 0 Goal success Matthews, Gail. "Goals Research Summary." (2013). 21

  22. Progress-based Frequent, measureable feedback and ongoing wins Fitbit users step 43% more steps as progress is tracked regularly. 22

  23. 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

  24. Aspirational Retrospection to encourage excellence Top-performing department at an industry leading energy company: Average progress: 82% Average score: 97% 24

  25. Goal examples 25

  26. This image cannot currently be displayed. Sales Goal Examples Role Role Sales Representative Account Executive Goal Goal As measured by As measured by • Create an account • Contribute $250K in Create new Exceed Q4 quotas bookings by Q1 plan for each tier bookings pipeline by 100%+ by Jan 31 st • Contribute $1M in for Q1 • Generate 60 QSLs new pipeline by Q1 by Q1 • Keep pipeline • Source 30 Fortune above 3x at all times 1000 CXO meetings by March 1 st • Deliver 40% of • Bring in $200,000 in territory bookings bookings by Q1 via upsell and cross-sell 26

  27. This image cannot currently be displayed. Marketing Goal Examples Role Role Product Marketing PR/AR Goal Goal As measured by As measured by • 10K first • Publish 20 press Drive awareness Drive an epic pieces by Q1 impressions/downloa through PR launch for ds within the first • Host 2 media activities product 3.0 month of launch dinners with key • Finalize messaging industry influencers by Q1 and competitive positioning by • Secure speaking Jan 31 st spot for our CEO • Create one customer at TED case studies or 3 • Reach out to 25 testimonials for publications about product v3.0 by Series D round on Feb 15 th March 25 th 27

  28. Engineering Goal Examples Role Role Quality Assurance Engineer Software Engineer Goal Goal As measured by As measured by • Find 50 bugs by • Simplify and clean Implement Drive quality for up the email signals the end February refactored features shipping and processing by • End February with email delivery in February February 16 th 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

  29. Product Goal Examples Role Role Technical Writer Product Manager Goal Goal As measured by As measured by • Eliminate redundant • Interview 50 Increase daily Restructure customers or users documentation engagement with content in to get feedback • Condense and refine the product Customer • Modify onboarding existing FAQs w/ help Support portal experience with 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

  30. Design Goal Examples Role Role User Researcher Product Designer Goal Goal As measured by As measured by • Travel onsite to 6 • Create and present Design major Develop more 5 prototypes to partner companies interactions for understanding by end of Q1 head of design March sprint of our user base • Participate in 5 user • Distribute nationwide and target interviews with survey to 10,000 demographic user researcher individuals to gather demographic data • Increase by February engagement on all • Create a model for newly designed top 5% of users of the features by 10% product by February 30

  31. Support Goal Examples Role Role Community Manager Customer Support Representative Goal Goal As measured by As measured by • Publish 7 blog posts • Respond to new Make customers’ Grow a vibrant tickets in less than by the end quarter experience with customer 10 hours, on average • Increase forum support enjoyable community • Resolve initial participation by 50% and helpful 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

  32. Some personal examples 32

  33. 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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