goals-and-kpis（目标和关键绩效指标）

Goals & KPIs Skill

A specialised guide for defining, cascading, tracking, and reviewing business goals and key performance indicators. While the Sales Operations Setup skill covers end-to-end sales infrastructure, this skill zooms in on the *goal-setting and measurement discipline* that every function — sales, marketing, product, customer success, finance, or HR — needs to operate effectively.

NEW: This skill now includes Small Company Quick Start guidance (5-50 people) with simplified frameworks, templates, and real-world case studies showing both successes and failures.

🚀 Quick Start by Company Size

Choose your starting point:

For 5-20 People: Small Company Quick Start

→ Read: references/small-company-quick-start.md

Start with Simple OKRs (3 company objectives, no cascade):

• 30-minute setup with Google Sheets
• 15-minute Monday check-ins
• No fancy tools needed
• Real examples from 5-50 person companies

For 20-100 People: Scaling OKRs

→ Read: This SKILL.md (full guide)

Use 2-Level Cascade (Company → Department):

• OKRs with department alignment
• Weekly + monthly review cadence
• Notion or Asana for tracking
• Department dashboards

For 100+ People: Enterprise Goal Systems

→ Read: references/framework-comparison.md + templates/goal-map.md

Consider Goal Map + OKR Hybrid:

• Annual Goal Map (strategic alignment)
• Quarterly OKRs (execution)
• Full review cadence (weekly → annual)
• Enterprise BI dashboards

🎯 Consultative Approach: Discovery Before Prescription

IMPORTANT: This skill uses a consultative, discovery-first approach. Before recommending any framework, templates, or OKRs, always ask qualifying questions to understand the user's context, challenges, constraints, and culture.

Discovery-First Workflow

Step 1: Quick Context (2-3 questions)

• Company size and stage
• Current goal-setting state (have something / have nothing / have something broken)
• Primary objective (Why now? What's the pain?)

Step 2: Deep Discovery (5-8 questions)

• Organization structure and culture
• Current processes and what's working/not working
• Strategic priorities and success criteria
• Resources and constraints (time, budget, tools)
• Team readiness and leadership commitment

Step 3: Synthesize & Recommend Only after understanding their context, provide:

• Recommended framework (and why it fits)
• Implementation scope and timeline
• Specific templates and tools
• Risk mitigation for their concerns

Key Discovery Questions to Ask

Organization Context:

• "Tell me about your company — how many people, what stage, what industry?"
• "How is your team structured? What functions exist?"

Current State:

• "Do you have a goal-setting process today? What does it look like?"
• "What's working well? What's frustrating or not working?"
• "When did you last review or update your goals?"

Strategic Context:

• "What are your top 2-3 strategic priorities for the next 12 months?"
• "What's driving the need for goals/KPIs right now?"
• "What does success look like 12 months from now?"

Culture & Readiness:

• "How do decisions typically get made? Top-down or collaborative?"
• "Have you tried implementing OKRs or similar frameworks before? What happened?"
• "How much time can leadership commit to goal-setting and reviews each week?"

Constraints & Resources:

• "What's your timeline? When do you need goals in place?"
• "Do you have a budget for goal-setting tools?"
• "What tools do you currently use?" (Notion, Asana, spreadsheets, etc.)

→ For the complete discovery framework with 50+ questions, decision trees, and red flags, see: references/discovery-questions.md

Why Discovery Matters

Anti-pattern: Jumping straight to "Here are your OKRs" without understanding:

• Current goal-setting maturity
• Team culture and buy-in
• Existing processes and tools
• Available time and resources
• Leadership support and commitment

Consultative approach: Ask, listen, understand — then recommend what actually fits.

Example:

• ❌ Bad: User says "help me set OKRs" → You immediately draft 5 company objectives
• ✅ Good: User says "help me set OKRs" → You ask: "Tell me about your company size, current goal process, and what's prompting this now?" → Then recommend based on their answers

📚 New Resources in This Skill

When to use what:

• First time user or unclear context? → START HERE: Read discovery-questions.md and ask qualifying questions
• New to OKRs? Start with small-company-quick-start.md + okr-anti-patterns.md
• Choosing a framework? Read framework-comparison.md
• Setting up tools? Read tool-integrations.md
• Learning from others? Read case-studies.md
• Designing KPIs? Read leading-vs-lagging.md + kpi-library.md

What This Skill Does

1. Goal Architecture

Design the right goal structure for your organisation:

This skill will:

• Recommend the best framework for your company size, stage, and culture
• Generate the full goal tree (company → department → team → individual)
• Define measurable Key Results / KPIs for every objective
• Create alignment maps showing how individual goals ladder up

1b. Goal Map Framework

A Goal Map is a single-page strategic planning tool that aligns every function around the company's most important objectives. It combines qualitative vision with measurable targets, risk analysis, and an operational metrics map.

Functional View — One Row per Function

The Goal Map lays out the following rows for each function (Corporate, Sales, Strategy & Ops, Marketing, Client Success, Services/Interactive, Product, Technology, Finance & Admin, Human Resources):

This skill will:

• Generate a complete Goal Map template for your company
• Pre-populate purpose statements and BIG Goals for each function
• Help you fill in key questions, critical success factors, and risks
• Link the Goal Map to a detailed Metrics Map (see below)

Metrics Map — The Operational KPI Registry

The Metrics Map is the companion to the Goal Map. It lists every KPI by function with operational detail:

2. KPI Design & Libraries

Build the right KPIs for any function:

Revenue & Sales KPIs

• MRR / ARR growth rate
• Net Revenue Retention (NRR)
• Average Revenue per Account (ARPA)
• ACV Bookings — Net New $ and count
• Sales velocity (Opportunities × Win Rate × ACV / Cycle Length)
• Sales funnel conversion rate (ACV by stage)
• Quota attainment (% of reps at ≥ 100 %) and average attainment per seller
• Pipeline health and coverage ratio
• CAC payback period
• LTV: CAC ratio
• Magic Number
• Forecast variance (forecast vs. actual)
• Close to Revenue — measured in days
• Average time to close
• Average deal ACV

Marketing KPIs

• Marketing Generated Leads (MGLs) / Marketing Qualified Leads (MQLs) — count
• Cost per Lead (CPL) by channel
• MGL → Sales Accepted Lead conversion (count, $, %)
• MGL → Weighted Pipeline conversion (count, $, %)
• MGL → Closed/Won conversion (count, $, %)
• Cost per Unweighted Opportunity
• Cost per Closed/Won
• Website traffic growth (unique visits, YoY)
• Subscriber database growth
• Content creation volume (case studies, whitepapers, infographics, webinars, blogs, videos)
• Media impressions
• Social reach & impressions
• Brand messaging & rebrand execution (on time, on budget)
• Marketing-sourced pipeline %
• Event-to-opportunity rate
• Brand awareness / NPS lift

Product KPIs

• Feature adoption rate / usage adoption (logins, campaigns, key actions)
• Daily / Weekly / Monthly Active Users (DAU / WAU / MAU)
• Time to value (onboarding)
• Throughput — new features (total department, passed to engineering)
• Delivered capacity — revenue-creating vs. non-revenue-creating features
• Value creation / RONP (Return on New Product: new revenue forecasted via business case vs. delivered)
• Roadmap execution performance (strategic score 1-5 × delivery %)

Technology & Engineering KPIs

• Uptime — SLA (e.g., 99.9 %) and internal target (e.g., 99.99 %)
• System performance — API response time, page load, click redirects (ms)
• Production incidents by severity (Sev 1 / 2 / 3) — count per quarter
• Defect SLA performance (time to fix by severity)
• First Time Right rate (features/releases passing QA on first attempt)
• Engineering productivity / sprint velocity / throughput
• Bug resolution time (P0 / P1 / P2)
• Deployment frequency
• Release-to-incident ratio
• Customer-reported defect rate

Customer Success KPIs

• Growth — existing base revenue (% growth YoY)
• Upsell revenue by segment and type (volume, services, pricing, related)
• Retention — customer revenue by segment (% of starting ARR retained)
• Retention — customer count by segment (% of logos retained)
• Lifetime Customer Value / LCV (ARPU / churn rate)
• Net Promoter Score (NPS) — via third-party survey
• Customer Satisfaction (CSAT)
• Gross / Net Churn Rate
• Customer profitability — P&L for top 25-50 customers
• RYG (Red/Yellow/Green) health score by segment, including trending
• Health Score (composite: usage + support + engagement)
• Time to First Value
• Support ticket volume & resolution time
• Renewal rate
• Expansion revenue (upsell + cross-sell)

Finance & Operations KPIs

• Monthly Recurring Revenue (plan, actual, forecast)
• Revenue (plan, actual, forecast)
• Expenses by function (plan, actual, forecast)
• Burn rate & runway
• Gross margin %
• COGS and marginal cost (e.g., CPM for platform companies)
• Operating expense ratio
• AR performance (DSO, aging)
• AP performance
• Cash generation performance / cash conversion cycle
• Cost per acquisition
• Revenue per employee (by function & total)
• Headcount plan attainment
• Budget variance

People & HR KPIs

• Employee engagement score
• Regretted attrition rate
• Time to hire
• Offer acceptance rate
• Diversity index
• Internal mobility rate
• Training completion rate

3. Goal Cascading & Alignment

Ensure every team's goals connect to the company mission:

Company Vision & Purpose
  └─ BIG Goals (aspirational, 2-3 year)
       └─ Annual Strategic Priorities (3-5)
            └─ Measurable Goals per Function
                 └─ Quarterly OKRs / Rocks by Department
                      └─ Team-level OKRs
                           └─ Individual OKRs / Goals

For each level, capture the full strategic context:

This skill will:

• Build a visual cascade map
• Identify misalignments and orphan goals
• Suggest cross-functional dependencies
• Create RACI matrices for shared objectives
• Define contribution weights for shared KPIs
• Generate a Goal Map (Functional View) showing all functions side-by-side
• Link each function's goals to its Metrics Map KPIs

4. Dashboards & Reporting Blueprints

Design actionable dashboards at every level:

Executive / Board Dashboard

Department Dashboard

Individual / 1:1 Dashboard

5. Review Cadences & Rituals

Build the operating rhythm that keeps goals alive:

This skill will generate:

• Agenda templates for each cadence
• OKR scoring guides (0.0 – 1.0 scale)
• Retrospective question sets
• Goal-setting workshop facilitation guides

6. Scoring & Confidence Models

Quantify goal progress honestly:

OKR Scoring Guide

Confidence Rating (for forecasting & reviews)

7. Anti-Patterns & Common Mistakes

Avoid the traps that kill goal programmes:

→ For 20+ before/after examples with detailed fixes, see: references/okr-anti-patterns.md

This includes common mistakes like:

• Vague objectives ("Improve the product")
• Activities disguised as KRs ("Hire 5 people")
• Too many objectives (10+ per quarter)
• No connection between objectives and KRs
• Business-as-usual disguised as OKRs
• And complete rewrites showing how to fix them

When to Use This Skill

Use this skill when you need to:

• Define company / team / individual goals for the quarter or year
• Select a goal-setting framework (OKR, SMART, BSC, V2MOM, 4DX, EOS Rocks)
• Design KPIs for any function (sales, marketing, product, CS, finance, HR)
• Build dashboards that your team will actually look at
• Cascade goals from company down to individual
• Set up review cadences (weekly, monthly, quarterly)
• Score and grade goal progress
• Run a goal-setting workshop or offsite
• Diagnose why goals aren't being met
• Align cross-functional teams on shared objectives

How It Works

When you invoke this skill, Claude will follow a consultative, discovery-first process:

Phase 1: Discovery & Qualification (5-10 minutes)

1. Ask qualifying questions — Understand your organization, current state, strategic priorities, culture, constraints
2. Listen and diagnose — Identify what's working, what's broken, and what's needed
3. Assess readiness — Determine cultural fit, leadership commitment, and resource availability
4. Identify red flags — Surface risks that could cause failure (no leadership time, cultural resistance, unrealistic timeline)

→ See references/discovery-questions.md for the complete discovery framework

Phase 2: Recommendation & Planning (10-15 minutes)

1. Recommend a framework — OKR, SMART, BSC, EOS Rocks, or hybrid based on your context (with explanation of why it fits)
2. Define scope — Company-level only? Cascade to departments? How many objectives?
3. Propose timeline — Setup, rollout, review cadence
4. Suggest tools — Based on budget and existing tools
5. Address concerns — Mitigate risks you identified

Phase 3: Implementation & Execution (Ongoing)

1. Draft goals — Objectives, key results, and KPIs tailored to your business
2. Build the cascade — Company → department → team → individual (if appropriate)
3. Design dashboards — Metrics, layout, refresh cadence (if data available)
4. Create review rituals — Agendas, scoring guides, retrospectives
5. Identify leading indicators — So you know early if you're on/off track
6. Generate templates — Customized for your organization

Key principle: Discovery before prescription. Understanding before recommendation. Fit over framework.

Usage Examples

Example 1: Quarterly OKR Planning for a Startup (Discovery-First Approach)

User: "Help me set Q2 OKRs for my 30-person B2B SaaS startup"

Claude will (Discovery Phase):

1. Ask discovery questions first:

- "Do you have a goal-setting process today? What does it look like?" - "What are your top 2-3 strategic priorities for Q2?" - "What's prompting you to implement OKRs now?" - "How is your 30-person team structured? What functions exist?" - "How much time can you and your leadership team dedicate to this each week?" - "Have you tried OKRs before? What happened?"

1. Based on your answers, recommend an approach:

- If starting from scratch → Simple OKRs (3 company objectives, no cascade yet) - If have goals but misaligned → Full cascade (company → department) - If tried before and failed → Diagnose root cause first

1. Then implement:

- Draft 3-4 company-level objectives with 3-5 KRs each (customized to your priorities) - Cascade into department OKRs (Sales, Engineering, Marketing, CS) if appropriate - Suggest leading metrics to track weekly - Create a scoring template for end-of-quarter grading - Design a weekly check-in agenda that fits your culture - Address any concerns you raised (e.g., "worried nobody will use it")

Example 2: Building a KPI Dashboard

User: "Design a KPI dashboard for our sales team"

Claude will:

• Recommend tier-1 (critical), tier-2 (important), and tier-3 (monitor) metrics
• Define formulas and data sources for each KPI
• Design dashboard layout with sections and visualisation types
• Set RAG thresholds (red/amber/green) for each metric
• Specify refresh cadence and data owners
• Suggest alerting rules for anomalies

Example 3: Annual Strategy → Goal Cascade

User: "We want to grow ARR from $5M to $10M. Help me cascade this into team goals"

Claude will:

• Break down the $10M target into new business, expansion, and retention
• Assign revenue targets to Sales (new logo), CS (expansion/renewal)
• Identify Marketing pipeline contributions needed
• Define Product goals to reduce churn and increase adoption
• Create Engineering capacity goals for feature delivery
• Set HR/People goals for hiring the team to execute
• Build a RACI matrix for cross-functional dependencies

Example 4: Goal-Setting Workshop Facilitation

User: "Facilitate a 3-hour goal-setting offsite for our leadership team"

Claude will:

• Create a detailed agenda with time blocks
• Prepare vision/mission review prompts
• Design breakout exercises for priority identification
• Build a template for drafting OKRs collaboratively
• Create alignment exercises (dependency mapping)
• Prepare voting/prioritisation frameworks (dot voting, impact/effort)
• Design follow-up action items and accountability plan

Example 5: Diagnosing Goal Failure

User: "Our Q1 goals all came in at 30-40 %. What went wrong?"

Claude will:

• Run a diagnostic framework (ambition, alignment, ownership, cadence, data)
• Identify root causes (too many goals? wrong metrics? no check-ins?)
• Compare leading vs. lagging indicators to find where things broke down
• Suggest corrective actions for Q2
• Redesign review cadences to catch issues earlier
• Recommend training or coaching for managers

Deliverable Templates

The skill can generate:

• 📋 OKR templates (company, department, team, individual)
• 📊 KPI definition sheets (name, formula, target, owner, data source)
• 🎯 Goal cascade maps (visual tree from company to individual)
• 📈 Dashboard blueprints (layout, metrics, RAG thresholds)
• 📅 Review agendas (weekly, monthly, quarterly)
• 🏆 Scoring rubrics (OKR 0-1 scale, SMART completion %)
• 🔄 Retrospective guides (what worked, what didn't, what changes)
• 📝 Workshop facilitation plans (agendas, exercises, templates)
• ⚠️ Risk registers (goals at risk, mitigation plans)
• 🗂️ RACI matrices (for cross-functional goals)
• 📑 QBR presentation templates
• 💼 Board reporting templates (KPI summary, narrative, outlook)

Key Frameworks & References

OKR (Objectives & Key Results)

• Originated at Intel (Andy Grove), popularised by Google (John Doerr)
• Objective: Qualitative, inspiring, time-bound
• Key Result: Quantitative, measurable, achievable but stretchy
• Grading: 0.0 – 1.0 scale; 0.7 is "good"
• Cadence: Quarterly with weekly check-ins

SMART Goals

• Specific — clear and unambiguous
• Measurable — quantifiable outcomes
• Achievable — realistic given resources
• Relevant — aligned to business priorities
• Time-bound — clear deadline

Balanced Scorecard (BSC)

• 4 perspectives: Financial, Customer, Internal Processes, Learning & Growth
• Cause-and-effect linkage between perspectives
• Strategy maps to visualise connections

V2MOM (Salesforce)

• Vision — what do you want?
• Values — what's important about it?
• Methods — how do you get it?
• Obstacles — what's in the way?
• Measures — how do you know you have it?

4 Disciplines of Execution (4DX)

• Discipline 1: Focus on the Wildly Important Goal (WIG)
• Discipline 2: Act on Lead Measures
• Discipline 3: Keep a Compelling Scoreboard
• Discipline 4: Create a Cadence of Accountability

EOS Rocks

• 90-day priorities (3-7 per person)
• Binary: done or not done
• Reviewed weekly in L10 meetings

Goal Map

• A single-page strategic alignment tool used across all functions
• Functional View: Purpose, BIG Goals, Measurable Goals, Key Questions, Critical Success Factors, Assumptions, Risks, Mitigations, Open Questions — one column per function
• Metrics Map: Detailed KPI registry per function with targets, data sources, measurement frequency, and next steps
• Combines strategic (qualitative) and operational (quantitative) planning
• Works alongside any of the above frameworks as the strategic umbrella

Integration with Other Skills

This skill works alongside:

Getting Started

When you invoke this skill, you don't need to prepare everything upfront. This skill uses a consultative approach — Claude will ask you questions to understand your context first.

However, if you want to be prepared, consider these areas:

1. Company context — Stage, size, industry, business model
2. Current state — Do you have goals today? What's working/not working?
3. Why now — What's prompting you to set up or improve goals?
4. Constraints — Time, budget, tools, resources available
5. Success criteria — How will you know this is working?

But don't worry if you don't have all the answers — Claude will ask discovery questions to understand your situation and recommend what fits.

Example Commands

• "Set Q2 OKRs for my 30-person B2B SaaS startup"
• "Design a KPI dashboard for our marketing team"
• "Help me cascade our $10M ARR goal into team objectives"
• "Create a weekly goal check-in agenda for managers"
• "Build a balanced scorecard for our company"
• "What KPIs should our customer success team track?"
• "Run a goal-setting workshop for our leadership offsite"
• "Score our Q1 OKRs and recommend improvements"
• "Define leading indicators for our revenue goal"
• "Help me diagnose why our goals keep failing"

How to Use This Skill

Invoke the skill with your specific goal-setting or KPI need, and Claude will guide you through the process — from framework selection to goal drafting, cascade design, dashboard creation, and review cadences.

This skill ensures your organisation doesn't just *set* goals but *achieves* them through disciplined measurement, regular review, and data-driven course correction.