OKRs Examples

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Growth

OKRs for Growth Teams

A Growth team is a cross-functional group of people that applies a scientific approach to improving KPIs. They can work on any part of the user journey and cover the entire AARRR funnel – their focus is defined by the set of KPIs that the organization would like to improve.

A Growth team will pick a problem to solve, then design and run a set of experiments to improve things. They look very much like their own organization, except that their mandate is to be a catalyst for other teams.

OKRs are particularly useful here as they'll help narrow down the scope of their work in any given quarter.

Example of Growth OKRs

You'll find below an example built around a fictitious company. Your OKRs should move from quarter to quarter and map to your company's reality – that's why we thought it's best to illustrate things as a case study that you can take inspiration from.

Scenario

Askawoof is a startup building a platform to help companies run customer satisfaction surveys. The Product team is busy doing core changes on the onboarding to reduce churn, but they know that this will take some time to pay off.

Askawoof still needs to increase usage, and they turn to the Growth team to improve the virality of the product.

General advice

Be mindful of large projects and long-running experiments. Growth teams are metrics-driven, and it's essential to measure progress every week if you want their work to be effective.

Split big initiatives into smaller tests. And don't forget to invest in having the right infrastructure to support the team. A good Growth team should operate in parallel with others without blocking or constraining the rest of the organization.

Their OKRs

Objective

 Accounts are expanding to a second user faster

Key result

New users inviting their team in the first week goes from 5% to 25%

Key result

40% of customers have set up the automated invites process.

Key result

Get 30% more organic visits to our NPS guide

See more Growth OKR Templates →

Objective

Turn content into a lead-generation machine

Key result

Increase content click-through from 1,500 to 3000 clicks monthly

Key result

25% of our customers find us through content (vs 12% today)

See more Growth OKR Templates →

How to track your Growth OKRs?

A common mistake when tracking OKRs is to use a spreadsheet. They’re flexible, but you’ll lack the ability to see trends and it’ll quickly become hard to manage for your team.

Instead you can use Tability to simplify the tracking of your OKRs–and as a bonus, you’ll find dozens of templates ready to go in the app.

What other Growth metrics can you use?

If you’re looking for some inspiration, here are some example of metrics that can be relevant for your Key Results.

Backlinks

How many sites link back to your content?

Keyword rankings

Where do you rank on specific requests?

Domain Authority Score (DA)

Indicates how likely your website is to rank high in search results.

Content shares

How often your content is shared online.

Content per Acquisition (CPA)

Cost Per Acquisition is the cost of acquiring a non-paying user.

Traffic

How many people are visiting your website, and how often do they do it?

Engagement

How do people interact with your content (it can be anything, from visits to specific sections to conversations in Intercom…)

Click-through rate

Rate of engagement with specific actions.

Leads generated/Market Qualified Leads (MQL)

How many users end up being interested in what you have to offer (demos booked, signups)

Conversion rate

Similar to click-through, but generally associated with a tangible result (signup, purchase…)

Focus

Acquisition
Activation
Retention
Referral
Revenue

Key Questions

What part of the AARRR funnel do we want to focus on?

Do we have sufficient data to run experiments?

Are we able to iterate quickly on the problems?

Do we need to invest in a flexible infrastructure?