In an ever-changing commercial world,aligning a team's objectives with the brand's overall vision is crucial.
The OKR (Objectives and Key Results) method, popularized by technology giants such as Google and Intel, offers a strategic solution for achieving this alignment.
This article explores in depth how the OKR method can transform the performance of field sales staff.
OKR is a goal management methodology developed by Andrew Grove at Intel in the 2000s and popularized by John Doerr at Google. It is based on the definition of clear objectives (O) and measurable results (KR) to drive a company's success.
The OKR method is a relatively simple tool for creating alignment and commitment around measurable objectives. The aim is to ensure that everyone is moving in the same direction, with clear priorities, and at a steady pace.
OKRs are used for a variety of purposes, from improving corporate performance to managing specific projects.
OKR is an acronym for Objectives and Key Results.
A goal is simply what is to be achieved, nothing more and nothing less.
By definition, objectives are meaningful, concrete, action-oriented and (ideally) inspiring.
For the OKR method, when properly designed and deployed, :
A lens can have quite a long lifespan, and can be retained from one quarter to the next. It's all about the big picture: where do you want to go?
Here's an example of an objective:"I'm going to reference my 20/80 in my entire fleet before September".
Key results allow you to evaluate and control how you will achieve your objective.
Effective key results are specific and time-bound, aggressive but realistic. Most importantly, they are measurable and verifiable!
For the OKR method, when properly designed and deployed, the key results :
Key results, unlike objectives, are time-limited. In most cases, they are monitored on a quarterly basis. At the end of the designated period, you should carry out a check and mark the key results as achieved or not.
While an objective may have a long life and be renewed for a year or more, the key results evolve as the work progresses. Once they are all completed, the objective is achieved.
Here are some examples of key results:
KPIs (key performance indicators) are management tools used to measure the level of performance and success of an organisation or a specific process, focusing on the "how much?
The OKR, on the other hand, is a goal-setting structure that creates alignment and transparency of objectives, strategically managing the evolution of KPIs towards the desired values.
Unlike KPIs, which measure performance, OKRs focus on setting and achieving specific objectives. KPIs can be used as KRs within the OKR framework, but OKRs encompass a more strategic vision.
In short, OKRs are used to define and monitor ambitious strategic objectives, while KPIs are used to measure operational performance and results. OKRs are often more dynamic and adaptive, while KPIs are generally more static and based on historical data.
The OKR method has many advantages, including
John Doerr, who democratized the OKR method at Google, always talks about F.A.C.T.S. when describing the benefits of OKRs.
F.A.C.T.S. stands for :
OKRs help you focus on what really matters.
By defining clear, precise objectives, teams and their members can focus on the most important tasks, avoiding dispersion and scattering of effort.
OKRs are a method for aligning an organization's objectives at all levels with its high-level priorities and ultimate goal.
This means that individual, team and corporate objectives are aligned and work in synergy.
OKRs require a level of collective commitment on the part of the parties involved to select and respect agreed priorities.
This implies that team members are committed to achieving their goals, and understand the importance of their contribution to the company's overall success.
OKRs enable a team or organization to track its progress towards a goal and know earlier when to change tactics.
To this end, regular progress monitoring is an essential element of OKRs. This enables teams to measure their progress towards set objectives, and to make adjustments if necessary to stay on track.
OKRs enable teams to set goals that go beyond BAU (business as usual) and bring about meaningful change, pushing individuals and teams out of their comfort zones and stretching beyond their current capabilities. This fosters innovation and personal and organizational growth.
OKRs are generally set at different levels of the organization - company, team and individual - and are reviewed regularly.
OKRs are usually written with an objective at the top and 3 to 5 key results below. They can also be written in the form of a statement: I will (objective), measured by (key results).
To implement the OKR method in your company, simply follow the steps below:
OKRs are generally set on a quarterly cycle, enabling organizations to adapt quickly and remain agile.
Here are a few concrete examples, which we hope will help you better understand the OKR method:
Objective 1: Increase brand visibility at point of sale
Objective 2: Improve relations with key distributors
Objective 3: Optimize the supply chain to reduce costs
Objective 4: Increase point-of-sale sales
As you have seen, the OKR methodology is fairly simple to implement and execute. The hard part is transforming the team's mindset. The OKR method can revolutionize the way field sales people achieve their objectives.
As soon as everyone understands and gets used to this method, results take off!
What do you think of the OKR methodology? Are you ready to start applying it in your team?
