New research from 200 early-stage startups sheds light on a goal-setting method that may be fueling early traction and growth.
But it’s not just startups that face alignment challenges. PR and communications teams also struggle when goals aren’t clearly defined and this research offers lessons for them too.
Most startups don’t fail because they’re lazy. They fail because they’re misaligned. The same applies to PR campaigns, where activity doesn’t always equal impact.
Why 68% of Startups Say OKRs Helped Them Reach $1M ARR Faster
Most startups don’t fail because they’re lazy. They fail because they’re misaligned.
That’s the core message behind a new study surveying 200 early-stage startup teams across North America, Europe, and Southeast Asia. The research focused on how fast-growing startups set and track goals and what separates those who scale from those who stall.
The standout finding?
68% of teams said adopting OKRs (Objectives and Key Results) helped them reach $1 million in ARR faster.
While OKRs have been popularized by large tech companies like Google and Intel, this new research suggests their impact may be even more profound in small, scrappy teams — especially between 6 and 20 employees.
The tipping point: Why small teams turn to OKRs
The report shows that most startups begin implementing OKRs not at the idea stage, but once they reach a critical inflection point usually between 4 and 10 employees.
“Before OKRs, we were aligned in spirit, but not in execution,” one founder shared in the survey. “It felt like we were moving fast, but not always in the same direction.”
Many teams initially relied on spreadsheets, Slack threads, or mental checklists. PR professionals often rely on similar tools for campaign tracking—but as responsibilities grow, these methods quickly break down.
In fact, 56% of teams surveyed said they started with spreadsheets before realizing they needed a more structured system. Nearly 90% said they wished they had adopted OKRs earlier.
What actually works?
The report isn’t just a cheerleading exercise for OKRs. It digs into why some teams succeed with them and why others struggle.
Among startups that saw tangible results:
39% saw measurable impact within 1–3 months
21% cited improved team alignment as the top benefit
20% highlighted easier goal tracking as most valuable
The research also highlights what doesn’t work: overly ambitious rollouts, vague metrics, or treating OKRs as a once-per-quarter ritual rather than a living system.
Once we started treating OKRs like part of our workflow, not just a planning tool, everything clicked,” one founder explained.
OKRs as a culture lever, not just a planning tool
While the report focuses on tactical benefits speed, alignment, focus it also points to a deeper outcome: culture.
OKRs gave teams a way to define success clearly, measure progress consistently, and have shared accountability. For PR leaders, OKRs can help link campaign outputs like coverage, engagement, or sentiment—directly to broader business objectives.
Steven Macdonald, the founder of OKRs Tool the platform that initiated the research, says the study wasn’t designed to push a product. “We ran the study to understand what makes OKRs actually work in the messiness of startup life,” he says. “And it turns out the method matters less than the mindset.”
For founders, the message is clear
They give founders, teams, and even PR professionals a way to move forward together with purpose, not guesswork.
