Escalation is a short-term commitment to prioritize time and resources to get a key result on track.
For example, if your objective is to acquire 15% more customers by the end of Q2, and four weeks from the end of the quarter, you have 5% more customers, it’s time to escalate.
The first step is to identify your options for actions. This is best done in an escalation session with me or your team, because you are likely to get input on options that you can’t think of on your own.
The goal of an escalation session is to generate ideas for how to get the KR on track. In this case, we might come up with a list like:
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Do A/B testing for Facebook, Instagram, and Google Adword ads, and figure out what is working. Move toward more effective advertising.
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Do some A/B testing for email campaigns for more effective click through.
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Develop a short term promotional campaign for new customers.
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Explore purchasing a list of new leads from an event or organization with a similar target audience.
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Increase cold calling by 100% or 200% for two weeks to generate leads.
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Create partnerships for promotion with organizations whose target audience aligns with ours.
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Place blogs and other content-oriented posts in new media outlets to reach a new audience and highlight benefits we offer.
Then we would decide which options are most feasible, and create an action list with dates. For a short time, you can expect to have added responsibilities and a burst of energy until you start getting the new clients you are looking for. Once the KR is on track, you can pedal back to a normal workload.
Every new OKR is likely to involve some amount of escalation, since it requires a change to existing priorities and commitments. But you can’t escalate all the time without burning out. Reserve escalation for important results that need to get done now, and keep to a short timeline for escalation mode.
Escalation helps you commit to rearranging your other priorities to ensure on-time delivery of your objectives. When you signal an escalation, other team members are encouraged to rally around and help you get over the hump.
Last thought: If you are not escalating, re-think your objectives. They’re probably not aspirational enough, and you’re probably not exercising your capacity to grow, stretch, and get more done.