Agile Coach


From using OKRs to useful OKRs - A willhaben case study

For the last few years willhaben is on a journey on using OKRs to align goals in the whole company. The iterative OKR process includes the management guidance, OKR definitions in the teams, feedback from the management, an official handshake and continuous Gemba walks. Currently, OKRs are used by the tribes in product development, inter-departmental teams formed to achieve company objectives as well as sales and marketing and support teams – so in almost all organisational units.
For each team the goal is not simply using OKRs but having useful OKRs. OKRs should help them to know their focus and priorities, align transparently with other teams, take ownership for ambitious objectives and give indicators for necessary improvements.
In this talk we share what we learnt about creating useful OKRs – how OKRs become outcome-driven instead of output-driven, how to handle the most common challenges and which tricks you can use with your teams. In this case study, we will include real-life examples, our checklists and visualisations as well as actionable tips.


Susanne Blum is an Agile Coach at willhaben. She started her work life at A1 as an organisational developer in the business intelligence department and later as a strategist for advanced analytics & AI. She also gathered first experiences as an agile coach for a team developing a new product and supported intrapreneurship-teams as an innovation coach and trainer. As a consultant and trainer she supported corporations in different industries to become more customer-centric and agile.