OKR (objectives and key results)
A goal-setting format pairing one qualitative objective with a few measurable key results that would prove it happened. Built at Intel, popularised at Google; the discipline is in the key results - if they can be achieved without the objective actually happening, they are the wrong key results.
Where it's used
Used for quarterly goals in tech and increasingly in marketing teams. Good for tying activity to measurable change and getting agreement on focus.
Example
A good and a bad version
Illustrative scenarioObjective: become the brand mid-size retailers think of for loyalty software. Good key results: share of search from 12% to 18%, unprompted awareness from 8% to 12%, inbound demos up 30%. Bad key results: publish 40 blog posts, run two webinars. You could do all that and be no better known.