The document outlines Reddico's objectives, goals, annual targets, assets, and OKRs. It provides an overview of OKRs and their structure at Reddico, including aligning personal goals with company goals. Reddico's OKRs are designed to improve transparency and collaboration. The document then details Reddico's top-level structure for OKRs, including the company roadmap, annual goals, core assets of brand and product, and business values. It provides examples of individual and departmental OKRs across various teams, focusing on metrics like budget increases, efficiency gains, and opportunities to improve Reddico.

1. Reddico Objectives
Goals, Assets, OKRs and Structure

2. Issue Slides
OVERVIEW OF OKRS 3 - 6
TOP LEVEL STRUCTURE 7 - 8
REDDICO ROADMAP 9-10
REDDICO ANNUAL GOALS 11-15
REDDICO ASSETS 16-27
BUSINESS OKRs 28-33
PERSONAL GROWTH & SKILL DEVELOPMENT OKRs 34-35
HOW IT WILL WORK 36-37
OKR EXAMPLES 38-49
OKR TEMPLATE 50
AGENDA

3. OVERVIEW OF OKRs

4. Aligning people’s personal goals to those of the company, gives more empowerment
What are OKRs?
Reddico’s OKRs are designed to align the team to overall company goals. We want to create a
transparent and open business, where people are working together to achieve shared objectives, whilst
collaborating and helping others in pursuit of their own personal targets.
Reddico’s immediate aims are to stabilise, with a roadmap on what foundations we need to build and
maintain. Meanwhile, our annual targets will put us in a strong position for 2019.
OKRs are built around the following two questions:
1. Where do I want to go?
2. How will I get there?

5. These four areas are really important in ensuring OKRs are adopted and work well
The 4 philosophies of OKRs
OKRs are very different to the traditional way you might set goals and targets, in four simple ways:
1. Ambitious: You shouldn’t set easy goals. Push yourself and see what more you can achieve with
the tough targets that push your potential.
2. Measurable: To be measurable, they need to be qualitative. There can’t be any subjectivity in
whether or not you have hit your objective, or how much of the target you’ve achieved.
3. Transparent: All objectives are visible to the whole team. This increases collaboration and
encourages people to work together in an effort to hit common goals.
4. Performance: OKRs do not affect your performance review. When a monetary incentive is
introduced, the ability to set your own objectives changes.

6. Every OKR should have a top line goal you want to achieve, followed by three measurable targets
Example OKRs
Example 1
Role: Sales Executive: Achieve Exemplary Sales Performance
• Increase sales revenue by X
• Maintain average win ratio of X
• Increase annual subscribers by X
Example 2
Role: Marketing Executive: Drive Revenue Growth
• Acquire X Marketing Qualified Leads
• Contribute X through online sales funnel
• Carry out targeted customer acquisition promotion
“OKRs are not designed as a weapon against your employees. They’re a tool for monitoring and
aligning people to work together. They increase transparency, accountability and empowerment.”

7. TOP LEVEL STRUCTURE

8. This structure ensures OKRs are driven from the top down, keeping everyone aligned
The 3 phases of Reddico’s OKRs
Reddico Roadmap & Annual Goals
Reddico Assets
Business OKRs (Values)
Personal Growth & Skill Development OKRs

9. REDDICO ANNUAL GOALS

10. How can you set OKRs that help drive more sales or retain more budget?
Sales target
SALES TARGET: £1.85 M
As part of the growth plan set out for this year we are looking
at a 20% increase on 2017.
This year is about smart growth in the right areas of the
business

11. Can you choose OKRs that will improve client relationships and boost the NPS score?
Client NPS score
7564

12. Can you choose OKRs that will improve the happiness of the team?
Team NPS score
7564

13. Will your OKRs be aligned to building company assets and driving growth?
24 business assets
1. Brand
2. Intellectual Property
3. Market
4. Product
5. Culture
6. Systems
7. Funding
8. Asset Zero

14. REDDICO ASSETS

15. What are Reddico’s core assets?
Before going through the following slides, think about the following question:
“What are Reddico’s two core assets we want to make world class?”
What two assets should make Reddico the standout reason we attract clients and new team
members?

16. Brand assets
Brand values reflect how others see Reddico, and underpin whether the company has a strong identify that’s
different and helps us stand out from the crowded marketplace.
• Identity: Welcome packs (internal & external), brand guidelines (int & ext), office space, website, reports
on Reddico’s transformation
• Philosophy: Manifesto, company vision, values, culture (can we create more media?), unique selling
points, company philosophies, handbooks, client engagement
• Ambassadors: Sponsorship, charities, celebrity endorsements, industry influencers, internal
ambassadors, recommended agency (Moz, RAR etc.)
Reddico has built reputation from providing high quality work. Brand presence takes us to the next
level

17. Intellectual property assets
Intellectual property is what we can own and control, increasing the awareness of Reddico and building tools
that will get us noticed in the industry.
• Content: Blog strategy, videos (Whiteboard Friday), podcasts, industry reports, culture posts, resource
link building guide, ’what is SEO’ content, ‘in the spotlight’ content, ‘how to do SEO’ educational guides,
case studies, department content
• Methodology: Client lifecycles, processes (communications, onboarding, work), case studies, checklists
& how tos, diagrams for company departments (how they operate), resource link building flow charts
• Intellectual property: Company motto / slogan, values, technology / built assets, business name and
logo (registration / trademark), brand design, social profiles, trademark concepts & processes
We need to own multiple IPs in order to continue growing the company and increasing awareness

18. Product assets
Product assets are what we do and offer to clients. Why is our product the best on the market? How can we
make it better and more compelling to potential prospects?
• Core product: Add-ons & extra services, core features & benefits, online and offline brochures,
webpages, distinctive names, adhoc consultancy
• Products for prospects (P4P): Webinars, strategy sessions, audits, analytics setup, eBooks, technical
audits, market opportunity analysis
• Products for customers (P4C): Partnerships, built assets (ReddiReporting), charity donation for each
sale, content, industry reports, link building
• Free gifts (no questions asked): Presentations, apps, red alerts, SEO tools, samples, created assets
(Meta checker), health checks, videos, redirects plugin, podcasts, cookies plugin, events, reports,
education, free PPC audits
Developing the core product and adding extra services gives us more avenues to explore

19. Market assets
How are we marketing Reddico and making the most of various media to get the word out about how great
we are?
• Position: Partnerships, publications, lists (top 100, Deloitte etc.), accreditations (ISOs, industry), awards
(industry, best places to work etc.), become championed by an expert, Google Partner certification,
associations (Moz, RAR)
• Channels: Interviews, social media (Twitter, LinkedIn), guest posting, speaking at events, webinars /
videos, twitter discussions (live Q&As)
• Data: Client ‘know me’ programmes, onboarding client survey, upsell based on data, ask prospects for
more information, NPS scores, business data (what impact do we actually have)
Market assets give us more power to attract new clients and build a greater presence online

20. Culture assets
We place a significant emphasis on the culture of Reddico and going forward the aim is to continue building
on this.
• Sales & marketing: Case studies, marketing campaigns, reports, onboarding, handbooks, culture
presentation, welcome packs, internal videos on culture & vision
• Management & admin: Organisational charts, role definitions & descriptions, rewards, remuneration
policies, weekly team meetings, flexibility policy, performance reviews, disciplinary / complaints,
communication tools
• KPI: Book, videos (knowledge) – How can we take the brand to the next level?
• Technicians: How can we maximise the skills of the team by creating additional assets?
Culture assets give us a great place to work and attract clients because of the good feeling at
Reddico

21. Systems assets
Systems assets help to streamline operations, push Reddico forward and improve on what is available to
keep building.
• Marketing & sales: Online marketing for Reddico, website SEO, website PPC, social advertising,
marketing case studies
• Management & admin: Finance systems, payments, finance automation, training programmes,
performance reports, planning, forecasting / projections, invoicing
• Operational: Provide extra value to clients, newsletters, welcome emails to new clients
Systems assets document and improve on what we already do, finding efficiencies and new
opportunities

22. Funding assets
Reddico is like any other company - we need money in the bank to keep on growing. So, how can we put in
place systems that would attract funding and investment (if we want it)?
• Documentation: Business plans, forecasting, company shares
• Valuation: Professional valuation from an independent organisation
• Structure: Business structure improvements, legal agreements, internal structure
• Risk mitigation: Professional indemnity insurance, shareholders agreement, asset protection policy, KPI
insurance, policies [legal] [operational] [cyber security], guarantees / debentures, risk identification
Funding assets provide legal documentation on the company and how it runs

23. So, what are Reddico’s core assets?
What two assets should make Reddico the standout reason we attract clients and new team
members?
Brand
Intellectual Property
Market
Product
Culture
SystemsFunding

24. So, what are Reddico’s core assets?
Why can’t we make these two assets world class? Then the others will follow suit…
Product:
Our products and the people we have in all areas of the business
are the best fit to drive excellent results and create meaningful
campaigns for our clients.
Culture:
Reddico’s culture is about putting people first and creating an
environment where anyone can thrive. We’ve worked hard on this,
but there’s more to do.

25. BUSINESS OKRs

26. “Business OKRs are designed to provide opportunities for the whole team to get behind and drive overall
company targets. You will be contributing to the ambitions of Reddico, with objectives that are measurable,
relevant to you, and have a significant impact on clients, the team, and the larger vision.”
All objectives are centred around the company values:
• Build open and honest relationships / Build a positive team spirit
• Embrace and drive change
• Make a real and meaningful impact
• Be passionate, proud and determined
• Pursue growth and learning
The business objectives are tied completely to company values – keeping them forever in focus
Business objectives

27. This value is all about people, whether it’s the team you work with, or the clients you speak to.
Build open and transparent relationships
“The culture of Reddico and how we work is one of our strongest assets. We put the development and
happiness of the team as the highest priority and want to continue encouraging the best talent to join us. This
includes making the office a better place to be, refining our recruitment, and training and developing the
team. However, we also want to build exceptional relationships with our clients. We want to agree
partnerships, develop excellent customer service and ultimately, secure a world-class NPS score.“
This value is dedicated to building better relationships with the people you work with
Build open and transparent relationships

28. This value is about making a difference. How will you set about being different from the norm and driving a
strategy you can be proud of, which clients will love?
Embrace and drive change
“Strategy helps us become better at what we do. As a company we want to drive change, but to do this,
everyone needs to be on board. From having a great set of products, to putting the right marketing strategies
in place, these all help to create a strategy that will drive change across the business. How can we make
Reddico better?”
Driving change through the identification of new strategies and ideas should be constant
Embrace and drive change

29. Having the right strategy in place doesn’t necessarily mean results will follow. You still have to produce the
goods and make an impact on the lives of your team and your clients.
Make a real and meaningful impact
“To make an impact on our team, our clients, and the community around us, is what we want to be known for.
It means a lot to us. However, we can only make an impact if everyone is pulling in the same direction. It’s a
team effort. To do this we need to build out Reddico’s visibility, retain clients through exceptional
performance, develop new tools to retain them, and meet the needs and wants of everyone we come into
contact with. This includes exceeding our SLAs, producing assets to help deliver a better service, and
improving efficiency and productivity.”
How will your efforts make a real impact on you and those around you?
Make a real and meaningful impact

30. Reddico needs to grow to evolve. We want to bring on more talented people to join the team and make
Reddico a known brand throughout the industry. But this needs sustained growth.
Be passionate, proud and determined
“As a company, Reddico can’t continue to grow without money in the bank. We need to be forecasting future
growth, delivering customer service that retains clients, and improving the way we continue to win new
business. Our client NPS score gives an overview on happiness, but we want more referral business, more
client testimonials, a better review of our financial future, and P&Ls for every department. Everyone can help
us to grow and ensure a bright future.”
Growth is vital to a company’s fortunes – everyone can help generate more income
Be passionate, proud and determined

31. PERSONAL GROWTH & SKILL
DEVELOPMENT OKRs

32. Not everything should be tailored to helping Reddico grow. You need your own personal targets and the
opportunity to continue learning and refining the skills you’ve picked up.
Personal Growth target
“Personal growth is very important. It gives you a chance to be better at your job, pursue a career you love
and can be passionate about, whilst also helping to contribute to the wider industry. Whether you choose to
take a course, watch webinars or become involved in public forums, you’re developing yourself professionally
and personally.“
Skill Development target
“Skill development is about becoming better at your job. What skills or tools do you need to deliver work to a
higher standard? What do you need to know to offer extra to our clients, or the team you work with every
day? Find something that will change the way you approach your work, or drive improvement in your ability.“
You should always have personal goals in mind to push and broaden your skills and knowledge
Pursue growth and learning

33. HOW IT WILL WORK

34. Everyone will have 3 OKRs each quarter. Each OKR is broken down into a top line item (what you want to
achieve) and three metrics to measure success.
For example: Drive more business sales for Reddico
• Have initial conversations with 10 new customers every month
• Improve conversion rates to 70%
• Bring on 5 new clients every month
You will be able to choose two business objectives and one personal growth / skill development objective.
OKRs are chosen by you, but you can ask for help from your Line Manager and the team. You want to ensure
they’re aligned with company targets, and tough enough. You can also have regular catch-ups with your Line
Manager and the team to review progress and identify barriers or blockers.
All OKRs will be visible company-wide to improve transparency and collaboration cross-
department
Structure of individual OKRs

35. EXAMPLE OKRs

36. Every department and team member can make a real difference to how Reddico operates on a day-to-day
basis. You can also help improve the way we run, the strategies we use, and the output we deliver.
So, how does this work on a department level?
Your OKRs should be tailored to improving Reddico at every level. How can you make a
difference?
How can I make an impact?

37. These departments can focus on delivery of client work, communications, and pushing Reddico
SEO & PPC
• Increase budget by %
• Reduced SLAs
• Upsell opportunities
• Time / efficiency gains
• Increased RPP
• Trialling tools & software
• Efficiency of client reports
• Mapping out / improving processes
• Delivering training to team
• Increase number of visitors to
Reddico through SEO
• Get X testimonials for website
• Improving P+L of the team
• Increasing the RPP in department
• Increasing client spend
• Budget retention of X
• Increasing budget to X of SEO
• Pass X number of employees on
Google exams
• Increase number of visitors to
Reddico through PPC
• Present X to team

38. The content team can also look at work delivery, efficiency gains and opportunities to push
Reddico
Content
• Customer personas (Reddico &
clients)
• Service descriptions
• SLAs for outreach
• Reduced SLAs
• Trialling tools & software
• Suggesting new opportunities
• Mapping out / improving processes
• Delivering training to team
• Reduce number of push backs from
clients
• Developing brand voice / guidelines
• Blog posts / content production
• Content Marketing opportunities
• Create how to guides and
educational material for website
• Highlighting opportunities to market
Reddico
• Increase social following (Reddico)

39. The development team can drive assets Reddico create, to give us stronger market awareness
Development
• Asset creation
• Pitch opportunities to stakeholders
• New features for tools
(ReddiReporting)
• Testing X number of new tools
• Carrying out user testing
• Create features for Reddico website
• Automate processes
• Increase code review time
• Producing templates for spec
documents
• Considering X number of interactive
opportunities
• Competitor research
• Identify free gift opportunities
• Reduce response time
• Increase time learning additional /
new languages

40. Sales objectives are all about driving new business, selling more products, and being more
efficient
Sales
• Securing X number of new
partnerships
• Converting X amount of leads into
sales
• Bringing on X number of sales a
month
• Creating pricing models for all
departments
• Developing 4 USPs to consider
• Create brochure for main products
• Produce X lifetime value to client
reports
• Collect X money upfront in contracts
• Produce X number of case studies
• Sending welcome packs to all new
clients
• Becoming recommended agency on
X

41. Any department can utilise customer service as a focus for their quarterly objectives
Customer Service & Administration
• Ensuring X% of NPS responders
• Getting X reviews on Google
• Creating escalation processes for
clients
• Having X client lunch days
• Sending X newsletters over the
quarter
• Conduct X meetings with the team to
identify ways to improve their
experience
• Increase onboarding efficiency by X
• Identify X opportunities to onboard
team / clients better
• Reduce expenses sign-off time by X
• Identify X accreditations for Reddico
• Help schedule training for X team
members in quarter
• Find X number of charitable causes
to support
• Identify X number of activities for a
Reddicon

42. The operations and finance teams can make a difference in how the company works at all levels
Operations & Finance
• Reducing attrition rates
• Bringing the cost of recruitment down
• Training X team members
• Presenting X number of new ideas
• Increasing Glassdoor reviews
• Having a fun event every month
• Ensure X team weekly meetings
• Implementing manifesto
• Nominated for X awards (winning X
number)
• Creating culture videos
• Sponsoring X events
• Create checklists for X number of
processes
• Forecasting financial figures
• Producing X P+L sheets
• Reducing costs in X
• Closing monthly reports by X
• Producing X reports for business
• Reduce time for payments by X
• Improve invoicing efficiency by X

43. These are just examples of personal growth targets – choose ones tailored to you
Personal Growth & Skill Development
• Conferences
• Webinars
• Videos
• Speaking at events
• Attending events
• Reviewing competition for ideas
• Logging X time on projects
• Contributing to blogs
• Partake in live Twitter Q&As
• Learning X new skills
• Developing skills
• Career matrix based skills
• Record podcasts for website
• Passing exams

44. DISCUSSION & Q&A