OKRs vs KPIs: What’s best for your successful business?

The key priority of every organization is to improve its performance consistently. The strategic framework of OKR and KPI helps in measuring the daily tasks and tracking them, thereby helping the organizations to keep an eye on their periodic performance and enhance them accordingly.

Some organizations believe that OKR and KPI clash with each other and can be replaced by one another. However, after a detailed evaluation, it makes an impression that despite being different from each other, OKR and KPI are the frameworks that work in the best interest of any organization simultaneously.

Let’s dive deeper.

What are OKRs?

Different organizations are comprised of different teams and every individual in those teams needs to work towards the same goal to fulfill the requirements of the organization. So, a framework is required that aligns all the teams and makes them work towards the common goal. An OKR framework makes this possible for success.

OKR represents Objectives and Key Results. It’s a strategic framework that is used by organizations to set measurable goals and track success. Objectives are often aspirational goals limited by the time that drives your company forward.

The Objectives are measured by Key Results.

Usually, the objective is set every quarter and measured by a set of key results. As the key results improve with time, the objective is measured and tracked with weekly tasks and plans. This process of measuring and tracking keeps all the teams aligned and makes sure to work collaboratively.

Let’s look at some examples to get a better understanding.

Examples:

1. Enhancing Product Features for Better Customer Experience

Let’s say your company wants to launch a new feature that improves customer experience while surpassing competitors. You’ve analyzed their offerings and identified gaps, and now you need an OKR to guide development.

Objective:
Improve customer satisfaction with our product.

Key Results:

• Conduct 50 customer interviews to identify pain points.
• Reduce average customer support response time from 12 hours to 4 hours.
• Increase Net Promoter Score (NPS) from 60 to 75.

With this OKR, your team can measure progress weekly and iterate efficiently. In the next quarter, a follow-up OKR could focus on the feature’s adoption and impact on user engagement.

2. Generating More Leads Through Marketing Improvements

Imagine your company is struggling to generate quality leads. After reviewing data, you realize that optimizing the current marketing strategy and implementing new channels can drive better results.

Objective:
Increase lead generation through targeted marketing efforts.

Key Results:

• Convert 500 website visitors into email subscribers.
• Improve email open rate by 10% through better subject lines and personalization.
• Increase click-through rate by 15% with optimized content and CTAs.

These OKRs ensure that your marketing efforts remain focused, measurable, and adaptable. Regular tracking allows you to refine strategies, ensuring sustainable lead growth.

Types of OKR

There are majorly two types of OKRs- Committed OKR and Aspirational OKR. Understanding them separately helps in setting the OKR for the requirements.

1. Committed OKRs

Committed OKRs are the objectives that are decided by the whole team and are achieved 100%. They can be achieved in a set interval of time and are more prone to success with less room for failure. For instance, 80% of the people replied positively to the survey conducted. Once these OKRs are achieved, then new OKRs are set for the next quarter.

2. Aspirational OKRs

Aspirational OKRs are more about taking bigger risks to reach the goal. But failing in between is somewhat expected when these aspirational objectives are set. Despite the situation, these shortcomings are recognized for the audacious attempt to think out of the box and get closer to the main goal. For instance, to get 10 big customers and to improve our product to the competitors.

What are KPIs?

KPI represents the Key Performance Indicator. They are more specifically the numeric values that are set for individuals, different teams, and businesses to track their performance. These indicators help you observe and analyze how far you are from achieving your goals. KPIs are one of the ways for the stakeholders to keep track of the business performance and identify the areas where they need to improve.

KPIs should have a defined data source so that there is no uncertainty in measuring the goals and tracking them. There are many different KPIs that companies can track, and the specific KPIs that are used will vary depending on the industry and the goals of the company.

Let’s look at some examples.

Examples

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KPI for marketing:

• Monthly website traffic
• Number of qualified leads
• Number of followers gained per week
• Number of published blog articles
• Number of e-books published

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KPI for Sales:

• Number of hours spent on sales follow-up
• Average time of conversion
• Average order value
• Net sales

Like marketing and sales, you can have the KPIs for customer service, finance, and IT, to track your business success. With the few starting points for KPIs, it is important to have detailed metrics so that you can evaluate if you are actually on the path to achieving the goals. KPIs give a clearer picture of your organization’s strategic performance and empower you to make agile decisions to impact your team’s success.

Types of KPI

KPIs are designed based on different business needs. Some track short-term improvements, while others focus on long-term growth. Below are some of the most common types of KPIs, along with examples to illustrate their application.

1. Strategic KPIs

Strategic KPIs monitor long-term organizational goals. They provide insights into overall business success and are usually tracked by executives.

Example: A SaaS company might track Annual Recurring Revenue (ARR) to measure its year-over-year growth and market expansion. If the ARR grows from $5M to $7M, it indicates strong performance.

2. Operational KPIs

Operational KPIs measure the organization’s short-term performance, whether daily, weekly, or monthly. These KPIs help improve efficiency and optimize business processes.

Example: A logistics company may track the On-Time Delivery Rate, ensuring that at least 95% of deliveries arrive on time each month. If this KPI drops, they investigate delays and optimize their supply chain.

3. Financial KPIs

Financial KPIs assess a company’s financial health by tracking revenue, expenses, and profitability. These KPIs help businesses make informed financial decisions.

Example: A retail business may focus on Gross Profit Margin to ensure it remains above 40%. If margins drop due to higher costs, they might adjust pricing or negotiate better supplier deals.

Setting and tracking KPIs shouldn’t be overwhelming. The key is to integrate them into daily operations using tools like CRM systems, project management software (e.g., Asana, Jira, or Shorter Loop), or simple spreadsheets. When you focus on KPIs that drive immediate improvements, you can optimize processes and work more efficiently.

OKR vs KPI

OKRs and KPIs are essential for driving business success, but they serve different purposes. OKRs focus on setting ambitious goals and aligning efforts, while KPIs measure ongoing performance and track progress.

In other words, OKRs help define what success looks like and push teams toward ambitious goals, while KPIs ensure that progress is measurable and performance is maintained. Using both together creates a well-rounded strategy for achieving business success.

Understanding their differences can help organizations use them effectively.

At a Glance...

Best Practices for Implementing OKRs and KPIs

1. Define clear objectives before selecting KPIs. OKRs help set direction, while KPIs measure progress toward these objectives.
2. Ensure alignment across teams. Every department should understand how their KPIs support company-wide OKRs.
3. Review and adjust regularly. OKRs are dynamic and should evolve with business needs, while KPIs provide a steady performance overview.
4. Balance aspirational and realistic goals. Use OKRs for innovation and KPIs for performance tracking.
5. Leverage tools and dashboards. Platforms like Jira, Asana, Shorter Loop, or specialized OKR/KPI software can streamline tracking and reporting.

To Conclude...

OKRs and KPIs are not competing frameworks but complementary tools that help organizations set goals and track performance. 

OKRs drive ambition and alignment, while KPIs measure progress and results. When used together, they create a strong foundation for strategic growth. Whether you’re a startup or an enterprise, integrating both frameworks ensures clarity, accountability, and continuous improvement. 

The key is to regularly review, adapt, and refine them to stay aligned with evolving business priorities.

Frequently Asked Questions

1. Can an OKR also be a KPI?‍

Not exactly. OKRs define ambitious goals, while KPIs track steady performance. However, a KPI can serve as a key result within an OKR, ensuring measurable progress toward an objective.

2. How often should OKRs be reviewed?

‍OKRs should be reviewed weekly to track progress and ensure alignment. A full evaluation at the end of each quarter helps teams adjust strategies and set new objectives for the next cycle.

3. Should every team have its own OKRs and KPIs?

‍Yes. While company-wide OKRs set the strategic direction, individual teams should create their own OKRs and KPIs that align with overarching goals. This ensures clarity, focus, and accountability at every level.

4. What happens if we don’t achieve an OKR?

‍Missing an OKR doesn’t mean failure. OKRs are meant to be ambitious, so partial achievement still indicates progress. Teams should analyze challenges, learn from setbacks, and adjust their approach in the next cycle.

5. What is the ideal number of OKRs per team?

‍Each team should focus on 3-5 OKRs per quarter. This balance ensures that goals remain ambitious yet achievable, preventing teams from being overwhelmed while maintaining a strategic focus.

6. How can small businesses implement OKRs and KPIs?

‍Small businesses should start with a few core OKRs that align with their main business priorities. Using KPIs to track financial and operational performance helps maintain steady growth while keeping teams aligned.

7. Which industries benefit most from OKRs and KPIs?

‍All industries can benefit, but tech companies, startups, and organizations requiring agility and innovation see the most impact. OKRs and KPIs help drive efficiency, focus, and alignment in fast-changing environments.

8. Are KPIs only quantitative?

‍No, KPIs can be both quantitative and qualitative. While metrics like revenue and conversion rates are numerical, aspects like customer satisfaction and employee engagement are qualitative yet crucial for measuring success.

9. Can OKRs and KPIs replace traditional performance reviews?

‍No. OKRs and KPIs track goal achievement and performance, but traditional reviews assess broader factors like individual growth, skills, and long-term potential. They should be used together for comprehensive evaluations.

10. What tools help in managing OKRs and KPIs?

‍Popular tools include Google Sheets, Asana, Jira, Shorter Loop, and dedicated platforms like Perdoo, Betterworks, and Weekdone. These tools simplify goal tracking, improve visibility, and enhance collaboration across teams.

11. How do OKRs and KPIs improve accountability?

‍OKRs and KPIs create transparency by defining clear objectives and measurable outcomes. They help teams take ownership of their work, ensuring everyone understands their role in achieving business success.

12. Can OKRs and KPIs evolve over time?

‍Yes. Business priorities shift, so OKRs and KPIs should be regularly reassessed. Reviewing them each quarter ensures they stay relevant and aligned with company goals, keeping teams agile and adaptable.

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