Objective & Key Results (OKRs) in Action

OKRs in Action: Driving Alignment and High Performance for a Leading US Transport and Logistics Organization

The Opportunity

At Springbach Consulting, we’re passionate about helping organizations navigate change and unlock their potential. When Great Dane sought to achieve ambitious long-term goals, they turned to us to guide their adoption and execution of Objectives and Key Results (OKRs). Their mission: enhance collaboration across functions and foster a high-performance culture to achieve strategic alignment.

The Challenge

While the client had experimented with OKRs in 2023 and seen some early wins, they recognized the need for external expertise to fully integrate OKRs into their daily operations. Key challenges included:

Consistency in OKR creation: Teams needed training and coaching to standardize how OKRs were written and presented.
Managing OKR volume: Teams often struggle to determine the right number of OKRs, making it hard to focus on what truly matters. A common pitfall was trying to define OKRs for everything you want to accomplish instead of prioritizing the most important things.
Execution discipline: A formal, robust OKR execution process was essential for long-term success. You can’t simply set it and forget it!
Cross-functional collaboration: OKRs highlighted the need for deeper cooperation across functions.
Change management: Adopting OKRs required not only a shift in how goals were described but also in how teams collaborated and delivered value.

Our Solution

We believe that OKR success isn’t about following a rigid playbook but about tailoring the approach to meet the unique needs of each client. Here’s how we partnered with this organization:

To ensure alignment and understanding, we adapted our proven OKR training materials to the client’s specific context. Practical examples and experiential learning exercises brought the content to life, empowering attendees to put theory into practice. We created custom materials aligned with their brand and co-facilitated later sessions with their Senior Director of Talent Management. This partnership empowered them to continue teaching and evolving the material over time.
One of the biggest barriers to OKR success is misalignment at the top. To address this, we facilitated a full-day executive alignment workshop. By the end of the session, the leadership team had collectively prioritized and aligned on three executive-level OKRs. This alignment created a foundation of transparency and focus, critical for achieving the organization’s long-term strategy.
Our team provided hands-on coaching to bridge the gap between theory and application. From facilitating team discussions to aligning function-specific OKRs, we supported individuals and teams at every stage. Feedback sessions and pair-writing exercises ensured clarity and alignment, paving the way for meaningful, actionable goals.
Even the best-written OKRs are ineffective without a strong execution engine. Throughout the engagement, we advised on execution cycles, tooling options, and integrating OKRs with performance management. We also emphasized the importance of Conversations, Feedback, and Recognition (CFRs) to create a culture of accountability and continuous improvement.

Delivery Timeline Our 12-week engagement combined in-person and virtual interactions to maximize impact and flexibility:
- Initial Training: Delivered in-person by line of business to ensure relevance and immediate applicability.
- Coaching & Consultancy: Primarily online, allowing for ongoing support and agility.
- Executive Alignment Session: Held face-to-face to foster focus and commitment for this critical step.