{"id":22186,"date":"2023-02-10T16:00:46","date_gmt":"2023-02-10T15:00:46","guid":{"rendered":"https:\/\/www.talenco.com\/feed?post_id=22186"},"modified":"2026-10-26T17:27:24","modified_gmt":"2026-10-26T16:27:24","slug":"okr-kpis-complement-each-other-and-measure-performance","status":"publish","type":"post","link":"https:\/\/www.talenco.com\/en\/publications\/articles-interviews\/okr-kpi-differences-complementarites-mesure-performances\/","title":{"rendered":"OKR and KPI: differences and complementarities for measuring performance"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><strong>In our first article on the <a href=\"https:\/\/www.talenco.com\/en\/publications\/articles-interviews\/kpi-okr-definition-examples-marketing-management\/\">Definition of KPIs and OKRs<\/a>, We have already discussed (through concrete examples around digital marketing) the differences in approaches between <em>Key Performance Indicators<\/em> and the <em>Objectives &amp; Key Results<\/em>.<\/strong><\/p>\n\n\n\n<p class=\"c-content__framed wp-block-paragraph\"><strong>Let us state at the outset that OKRs do not replace KPIs.<\/strong>\u00a0Both, with their specificities, allow for measuring and monitoring the performance and achievement of an objective. Both are therefore adapted to organizations aiming for strong growth in a context of acceleration.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In practice, these indicators prove surprisingly complementary depending on the measures or objectives pursued. Discover below how to make the most of these tools, with a complete comparative table of their characteristics!<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1920\" height=\"400\" src=\"https:\/\/www.talenco.com\/wp-content\/uploads\/2021\/06\/bann-cubes-1920x400-1.jpg\" alt=\"\" class=\"wp-image-15365\" srcset=\"https:\/\/www.talenco.com\/wp-content\/uploads\/2021\/06\/bann-cubes-1920x400-1.jpg 1920w, https:\/\/www.talenco.com\/wp-content\/uploads\/2021\/06\/bann-cubes-1920x400-1-300x63.jpg 300w, https:\/\/www.talenco.com\/wp-content\/uploads\/2021\/06\/bann-cubes-1920x400-1-1024x213.jpg 1024w, https:\/\/www.talenco.com\/wp-content\/uploads\/2021\/06\/bann-cubes-1920x400-1-768x160.jpg 768w, https:\/\/www.talenco.com\/wp-content\/uploads\/2021\/06\/bann-cubes-1920x400-1-1536x320.jpg 1536w\" sizes=\"(max-width: 1920px) 100vw, 1920px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><a id=\"communs\"><\/a>The commonalities between OKRs, KR and KPIs<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>KPIs (Key Performance Indicators) and OKRs (Objectives &amp; Key Results) share similarities that lead to some confusion between the two approaches:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>KPIs and OKRs can be used in organizations of all sizes and apply to the entire company, teams, employees, and projects.,<\/li>\n\n\n<li>The \u00abK\u00bb in these two acronyms means \u00ab\u00a0<em>key<\/em>\u00a0\u00bb(key) which implies that <strong>focus on strategic priorities to support the company\u2019s growth<\/strong>,<\/li>\n\n\n<li>KPIs and KRs (\u00ab\u00a0<em>Key Results<\/em>\u00abKey results) must be quantifiable, clear and precise to enable <strong>measure progress and performance in order to align all employees<\/strong> on common objectives.<\/li>\n\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u00ab <em>It\u2019s not a key result unless it has a number.*<\/em> \u00bb<\/p>\n<\/blockquote>\n\n\n\n<p class=\"c-content__cite c-cite wp-block-paragraph\"><a href=\"https:\/\/www.linkedin.com\/in\/marissamayer\/\" rel=\"noopener\" target=\"_blank\">Marissa Mayer<\/a>, former VP of Google &amp; CEO of Yahoo!<\/p>\n\n\n\n<p class=\"c-content__legend wp-block-paragraph\">*it\u2019s not a key result unless it\u2019s quantified<a id=\"complementarites\"><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">OKR and KPI methods: what are the complementarities?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Different approaches to drive performance<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">As detailed in our first article, <strong>the <em>Objectives &amp; Key Results<\/em> and the <em>Key Performance Indicators<\/em> They operate under different logics<\/strong> :<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>OKR are a method, a concise and representative framework for the company\u2019s strategy to inspire and <a href=\"https:\/\/www.talenco.com\/en\/advice\/performance-strategy\/strategic-execution\/\">moving from vision to execution<\/a>, Whereas KPIs are quantified indicators used to measure and monitor the performance of a particular project or action,<\/li>\n\n\n<li>OKR are focused on strategic objectives with indicators called key results (KR) representing performance, the \u00abreturn on investment\u00bb, the <strong>Path towards achieving the goal<\/strong>, while KPI are metrics for monitoring these performances at a key moment at time T,<\/li>\n\n\n<li>Since the OKRs are deliberately ambitious, the KR targets overachievement \u2013 the achievement of a certain level of performance. <em>Key Result<\/em> At 70, success % will be considered achieved as long as the ambition is high \u2013 whereas the KPIs are more realistic with indicators usually being reached at 100 %.<\/li>\n\n<\/ul>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p class=\"wp-block-paragraph\">\u00ab <em>One must always aim for the moon, because even in the event of failure, one lands among the stars.<\/em> \u00bb<\/p>\n<\/blockquote>\n\n\n\n<p class=\"c-content__cite c-cite wp-block-paragraph\">Oscar Wilde<\/p>\n\n\n\n<p class=\"c-content__highlight wp-block-paragraph\"><strong>These different approaches also highlight the complementarities between OKRs and KPIs, since OKRs can include KPIs as measures of key results, becoming indicators in service of achieving the OKRs!<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Complementarity between OKRs and KPIs: examples in marketing<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s return to our examples in the world of marketing to better understand them. <strong>How to measure the KR (Key Results) based on the KPI<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u2b1c <strong>Key marketing objective:<\/strong> \u201dOur marketing is a desirable catalyst for the growth of our communities\u201d <em>(period from January to March)<\/em><\/p>\n\n\n\n<div style=\"overflow-x: auto;\">\n<table border=\"1\" cellpadding=\"5\" cellspacing=\"5\" style=\"width: 100%; border-color: #CCCCCC; border: 1px solid #dddddd; display: table-cell;\">\n<thead>\n<tr style=\"background-color: #f2e7dd;\">\n<th style=\"padding: 10px; text-align: left;\"><strong>Examples of KR (Key Results)<\/strong><\/th>\n<th style=\"padding: 10px; text-align: left;\"><strong>Associated KPIs (measure of the progression of the KR)<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">% 50 active subscribers to the new newsletter every month over the period<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">Open rate &gt;= 50 % (non-robot openers) (monthly measure in the email tool)<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">+10 % members on our LinkedIn page every month over the period<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">50 new subscribers in the first quarter (monthly measure in LinkedIn)<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">100 \u201cincoming\u201d requests per month thanks to the enrichment of our 2-course curriculum <em>Lead nurturing<\/em> enriched over the period<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">3 new content per journey, that is 6 content per quarter (monthly measure in the marketing automation tool)<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px;\">5% of the website\u2019s audience came from the campaigns <em>retargeting<\/em> at the end of the period<\/td>\n<td style=\"padding: 10px;\">1,000 unique visitors cumulatively at the end of the quarter (monthly measure in Google Analytics)<\/td>\n<\/tr>\n<\/tbody>\n<caption style=\"padding: 10px;\">  <strong>OKR vs KPI in relationship marketing<\/strong><\/caption><\/table>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">\u2b1c <strong>Key marketing objective:<\/strong> \u201dThe web is our primary source of lead generation\u201d <em>(period from January to March)<\/em><\/p>\n\n\n\n<div style=\"overflow-x: auto;\">\n<table border=\"1\" cellpadding=\"5\" cellspacing=\"5\" style=\"width: 100%; border-color: #CCCCCC; border: 1px solid #dddddd; display: table-cell;\">\n<thead>\n<tr style=\"background-color: #f2e7dd;\">\n<th style=\"padding: 10px; text-align: left;\"><strong>Examples of KR (Key Results)<\/strong><\/th>\n<th style=\"padding: 10px; text-align: left;\"><strong>Associated KPIs (measure of the progression of the KR)<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">+20 % % \u201cnatural\u201d (SEO) traffic on the website at the end of the period<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">10,000 organic visitors in the first quarter (monthly measure in Google Analytics)<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">80 % of the web leads accepted by the sales team over the period<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">40 qualified leads per month (weekly measure in the CRM)<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">1 in 4 appointments came from the web during the period<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">40 appointments per month (weekly measure in the CRM)<\/td>\n<\/tr>\n<tr>\n<td style=\"padding: 10px;\">500 people registered for 2 webinars over the period<\/td>\n<td style=\"padding: 10px;\">100 confirmed registrants on each device (daily measure in the webinar tool)<a id=\"differences\"><\/a><\/td>\n<\/tr>\n<\/tbody>\n<caption style=\"padding: 10px;\">  <strong>OKR vs KPI inbound marketing<\/strong><\/caption><\/table>\n<\/div>\n\n\n\n<h2 class=\"wp-block-heading\">The differences between OKRs and KPIs (comparative)<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Here is a summary table comparing OKRs and KPIs to help you become proficient in both these specific yet complementary approaches!<\/strong><\/p>\n\n\n\n<div style=\"overflow-x: auto;\">\n<table border=\"1\" cellpadding=\"5\" cellspacing=\"5\" style=\"width: 100%; border-color: #CCCCCC; border: 1px solid #ddd; display: table-cell;\">\n<thead>\n<tr style=\"background-color: #f2e7dd;\">\n<th style=\"padding: 5px;\"><\/th>\n<th style=\"padding: 10px; text-align: left;\"><strong>OKR (Objectives and Key Results)<\/strong><\/th>\n<th style=\"padding: 10px; text-align: left;\"><strong>KPI (Key Performance Indicators)<\/strong><\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<th scope=\"row\" style=\"padding: 10px; text-align: left;\"><strong>Perimeter<\/strong><\/th>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">Management method that enables defining and implementing the company\u2019s, teams\u2019 and employees\u2019 priority objectives by concretely measuring the results achieved<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">Indicators that measure the performance of individuals, teams, or projects by tracking progress and working through a measurement system<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\" style=\"padding: 10px; text-align: left;\"><strong>Objectives<\/strong><\/th>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">The objectives are not quantified. They must be ambitious and inspiring.\n<p>The Key Results must be measurable and have a time limit.<\/p><\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">The measures are realistic, achievable, results-oriented, and designed to achieve a task successfully.<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\" style=\"padding: 10px; text-align: left;\"><strong>Timeliness<\/strong><\/th>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">The KR are reviewed periodically, usually every three months<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">KPIs are generally calculated on a continuous basis.<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\" style=\"padding: 10px; text-align: left;\"><strong>Efficiency<\/strong><\/th>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">The Key Results measure progress towards the target rather than its achievement and are adjusted periodically.<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">Metrics change less frequently, but objectives can change<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\" style=\"padding: 10px; text-align: left;\"><strong>Transparency<\/strong><\/th>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">The OKRs are transparent within the company and for all team members.<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">KPIs may be less transparent and communicated more restrictively<\/td>\n<\/tr>\n<tr>\n<th scope=\"row\" style=\"padding: 10px; text-align: left;\"><strong>Performance<\/strong><\/th>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">OKR are not a HR evaluation tool or a variable remuneration system<\/td>\n<td style=\"padding: 10px; border-bottom: 1px solid #ccc;\">KPIs are generally reviewed during performance reviews<\/td>\n<\/tr>\n<\/tbody>\n<caption style=\"padding: 10px;\">Comparative table OKR vs KPI<\/caption><\/table>\n<\/div>\n\n\n\n<p class=\"c-content__cite c-cite wp-block-paragraph\"><strong>In conclusion, OKR and KPI are two effective tools for measuring performance and staying in a dynamic of continuous improvement. They are suitable for any type of organization, team, or individual. While each has its own specificities and is used based on the desired objectives or measures, they remain complementary, even\u2026 inseparable! Together, OKR and KPI will be more effective in measuring overall performance while aligning the entire company with common goals.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-group tc-session is-layout-constrained wp-block-group-is-layout-constrained\">\n\n<h3 class=\"wp-block-heading\">Discover our white paper on the OKR method<\/h3>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.talenco.com\/en\/publications\/white-papers\/livre-blanc-methode-okr-pilotage-strategie-management\/\">Learn more<\/a><\/div>\n\n<\/div>\n\n<\/div>","protected":false},"excerpt":{"rendered":"<p>How to measure your results properly? Discover how OKRs and KPIs can complement each other with examples in marketing (2\/2).<\/p>","protected":false},"author":11,"featured_media":15365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[104],"tags":[100],"case_study_category":[],"thematique-publication":[126,133,128],"class_list":["post-22186","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles-interviews","tag-old","thematique-publication-deploiement-strategique","thematique-publication-management-performance","thematique-publication-methode-okr"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/posts\/22186","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/users\/11"}],"replies":[{"embeddable":true,"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/comments?post=22186"}],"version-history":[{"count":0,"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/posts\/22186\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/media\/15365"}],"wp:attachment":[{"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/media?parent=22186"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/categories?post=22186"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/tags?post=22186"},{"taxonomy":"case_study_category","embeddable":true,"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/case_study_category?post=22186"},{"taxonomy":"thematique-publication","embeddable":true,"href":"https:\/\/www.talenco.com\/en\/wp-json\/wp\/v2\/thematique-publication?post=22186"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}