Do we have sustainable growth channels?
Is our onboarding funnel efficient?
Can we turn happy users into advocates?
Are we sustaining the quality of the product?
Growth-stage companies have figured out how to solve a problem for their users. Of course, they'll keep investing in the product, but the main focus is to grow the business. This is why they should mostly focus on the Acquisition and Referral stages of the AARRR funnel.
There are 2 ways for you to grow: find channels that can generate a steady number of leads, and turn existing users into advocates that will refer your product to their friends and colleagues.
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.
Askawoof is a startup building a platform to help companies run customer satisfaction surveys. They successfully launched their product and got great initial feedback. Now they're looking for ways to accelerate their growth.
It's often useful to pair Key Results that can check one another for a specific Objective. You might push your team to adopt extreme tactics to grow the business if you only mention new leads and signups (spend too much, reduce leads quality...).
A good practice is to add control Key Results to make sure keep that your business stays healthy. In this example, the goals around growth are balanced with some other KRs related to costs and retention.
Lead gen accelerates through network effects
Free plans users help us generate 500 leads through advertising in surveys
25% of survey-generated leads turn into active users
We have a sustainable growth engine
1K people are using our platform every week
Weekly signups increase from 20 to 150
8-week retention rate stays above 30%
Cost per Acquisition stays under $30
OKRs won't be of much help if you're not keeping an eye on them. Staying focused and aligned starts by adopting a simple routine with the team.
Start your Monday by looking at outcomes first (OKRs) and then outputs (roadmap). This will make sure that roadmaps discussions are centered around the most pressing issues.
A common mistake for tracking OKRs is to use a table where you replace values in cells with the most recent update.
Not seeing trends can give you a false sense of security. You may be above the target line today, but the overall trend might be going the wrong way. So make sure that you have a simple way to understand if you're getting off track.
A simple progress chart can do wonders to help you understand if you're getting off track.
OKRs will most likely cause friction as you expand their use within your organization:
You can greatly simplify things by adopting a platform like Tability that will automate most of the OKRs tracking and make progress easy to see.
If you’re looking for some inspiration, here are some example of metrics that can be relevant for your Key Results.
Number of leads
How many new users sign up for your product every day/week/month?
How many signups turn into active users?
How do people interact with your content (it can be anything, from visits to specific sections to conversations in Intercom…)
Cost Per Acquisition (CPA)
Cost Per Acquisition is the cost of acquiring a non-paying user.
Customer Acquisition Cost (CAC)
Customer Acquisition Cost is the cost of acquiring a paying customer.
How many users return to our product every day/week/month?
How many users turn into paid customers?
Monthly Recurring Revenues (MRR)
How much revenue do we generate every month from our users?
What's the percentage of customers that drops every month?
How many new users does one user generate (by inviting friends, colleagues, referrals...)?