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Glossary
OKRs & KPIs

What is Objective?

An Objective is a high-level, qualitative description of a desired outcome that provides direction and inspiration for a team or organization. It is the foundational component of the OKR (Objectives and Key Results) framework, designed to be ambitious and time-bound without including specific metrics.

When to use it

Teams should use Objectives when setting strategic goals for a specific period, such as a quarter or a fiscal year. They provide a unifying purpose that helps cross-functional teams prioritize tasks and align their daily work with the company's broader mission. This prevents silos and ensures that everyone is working toward the same high-level outcomes.

Example

A SaaS team looking to improve their market position might set an Objective to 'Build a world-class onboarding experience for new customers.' This qualitative goal directs the product, engineering, and marketing teams to focus on UX improvements, tutorial content, and initial user success during Q3. By achieving this, the team intends to increase long-term user retention, though the Objective itself remains focused on the qualitative vision rather than a specific percentage.

How Planet Roadmap helps with Objective

Planet Roadmap includes an OKR tree view that allows teams to define high-level Objectives and nest Key Results and specific roadmap items directly underneath them.

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FAQ

How is an Objective different from a Key Result?
An Objective is the qualitative 'what' you want to achieve, while a Key Result is the quantitative 'how' you will measure success. If your Objective is to 'Expand our reach in Europe,' your Key Result would be a measurable target like 'Secure 500 new European customers by December.'
Should an Objective be easily achievable?
No, in the OKR framework, Objectives are designed to be ambitious and slightly beyond a team's current reach. The goal is to encourage innovative thinking and high performance; reaching 70-80% of an Objective is often considered a successful outcome.

Related terms

OKRKey ResultKPIProduct StrategyInitiativeMilestoneNorth Star Metric

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