OKR: what it is and how to set goals in a company

OKR (Objectives and Key Results) are the strategic guidelines of a company for a specific period, usually at least one quarter.

Goals should be specific, measurable, time-bound, and truly meaningful. Achieving 70% of OKRs is considered a good result, while 100% may indicate that the goal was too easy. It is not recommended to link employee KPIs with OKRs in order to avoid lowering targets.

Key Results measure progress toward achieving goals. It is recommended to use one metric to evaluate each period.

Types of OKR:

Committed - ensure stable business operations.
Aspirational - aimed at rapid growth and breakthrough results.

Examples:

Committed: reduce online chat response time from 15 to 10 seconds, increase ad CTR from 1.3% to 3%.
Aspirational: increase market share from 20% to 30% within two quarters, improve conversion rate from 3% to 7% in one quarter.

Marketing terms in simple language.

SMM Team marketer glossary.

Modern marketing evolves so fast that it's impossible to know all terms and abbreviations. And it's not necessary. We've collected in one glossary concepts from digital marketing, SMM, analytics, advertising, automation, as well as from related fields — design, content and production.

Use search if you know the exact spelling of a term, or choose the letter you need to quickly find the meaning. Each term is explained simply and clearly — so that not only a specialist, but also a beginner taking their first steps in marketing can understand.

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