Objectives and Key Results (OKRs) are a planning framework that links broad qualitative objectives to specific measurable key results. Popularised by Google + Intel; widely adopted in 2010s + frequently misapplied since.
The rules that make OKRs work:
- 3 objectives per team per quarter, not 8
- Each objective has 3-5 measurable key results
- Targets are ambitious -- 70 percent achievement is a win
- Monthly check-ins, quarterly final score
OKR misapplication: writing 8 objectives, setting unambitious targets, never reviewing mid-quarter. The result is theatre, not focus.
For marketing teams scaling from Rs 25 to Rs 100 crore ARR, well-applied OKRs are the planning discipline that keeps focus aligned. See our D2C marketing operating model for the planning cadence.