Explore our Digital Marketing Strategy and Planning Toolkit

How does Google use OKRs? What marketers can learn from Google’s management techniques

By Carolanne Mangles 31 Aug, 2017
Essential

Google reveals its 'secret formula' to how they plan, manage and optimize

In August Google launched re:Work, an initiative to share their management tools - such as how to run and set up meetings and setting goals.

It is more HR than marketing orientated but it is a vital process of any business - and we wanted to cover OKRs - a technique relevant to marketers which we explain below. If you go to the site you will see that Google have split their tools and guides into 4 sections: Hiring, Managers, People Analytics, and Unbiasing.

Google re work dashboard

This type of 'behind the scenes' work is often overlooked but is a necessary process in any organization.

What has been released cover basic management process and tools, but as the Harvard Business Review have noted in their review of re:Work:

"Basic management practices are difficult to adopt, the firms that manage to do so see a major impact on organizational performance".

Set goals with OKRs

For marketers, one of the most useful tools available on re:Work is the goal setting guide. This takes you through, step by step, how to set up OKRs (Objectives and Key results) and how to grade them.

OKRs and goal setting

The tool, by Google, helps you bring OKRs into your organization and how to integrate these into your plan. This includes tips for introducing OKRs, alignment into your strategy and how to measure their success, and prioritization.

Not only do you need to introduce these OKRs into your organization, but you also need to know how to develop key result indicators.

Google suggests:

  • Determine around three key results per objective.
  • Key results express measurable milestones which, if achieved, will directly advance the objective.
  • Key results should describe outcomes, not activities. If the KRs include words like “consult,” “help,” “analyze,” “participate,” they’re describing activities. Instead, describe the impact of these activities, e.g., “publish customer service satisfaction levels by March 7th” rather than “assess customer service satisfaction.”
  • Measurable milestones should include evidence of completion and this evidence should be available, credible, and easily discoverable.

By Carolanne Mangles

Carolanne Mangles is the Digital Marketing Executive for Business Memberships at Smart Insights. She has worked on numerous channels across the full customer lifecycle including, search engine marketing, social media, email engagement sequences, CRO and planned and managed fully integrated campaigns to boost new customer acquisition and current membership retention. She has also spoken on search engine marketing and content marketing at the B2B Expo in London where she gave masterclasses on Transforming Social Media and Transforming Search Marketing. When she’s not in the office you’ll find walking her dog to tire him out so she can enjoy a big glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

Start the discussion on our community and social networks

Turbocharge your results with our

Digital marketing strategy and planning Toolkit

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Need help with your Digital Marketing?

Get more from your digital marketing with in-company or remote training and consultancy from Smart Insights

Get FREE marketing planning templates

Start your Digital Marketing Plan today with our Free membership.

  • FREE fast start guides to review your approach
  • FREE digital marketing plan templates
  • FREE alerts on the latest developments

Recommended Blog Posts

Popular Blog Posts