Wayfinding Instead of Flying Blind: How Siemens Communications Uses OKRs to Focus on Impact Rather Than Output

by: Timo Radzik (Siemens) – Data-Driven Strategy Execution with OKRs at Siemens Comms

Topics, priorities, and channels are constantly changing. In the “Data & Insights Experts” interest group, Timo Radzik (Siemens) demonstrated how Siemens Communications has used OKRs to establish a flexible navigation system that links strategy with operational implementation and defines success based on impact rather than effort.

The Starting Point: A Strategy Without Follow-Through

As in many organizations, the communications strategy at Siemens Communications was often disconnected from its operational implementation. Objectives were delegated in terms of content but not in terms of shared responsibility, and success was measured by effort—the number of publications rather than the impact achieved.
OKRs create a systematic bridge between strategy, target audience behavior, and operational activity. The Objective describes the target state—”the island”—while the Key Results are the concrete milestones against which progress and impact can be measured.

A Shift in Perspective: From Output to Behavior

The key difference lies in the wording. Communication OKRs focus not on output, but on target audience behavior: trust, understanding, and engagement. This shifts the focus to what communication actually achieves among the relevant stakeholders, rather than how much has been produced.
Key Results provide concrete metrics for this, ranging from reach and tone to feedback and behavioral change. Channel and topic analyses form the data foundation for planning and course corrections.

The side effect: fewer silos

OKRs have an impact beyond individual teams. Cross-team OKRs align communication across departments, promote transparency, and reduce silo mentality. This creates a shared vision that different units can use as a guide without losing the flexibility to respond to change.

Conclusion

OKRs make strategic communication tangible: clear objectives, measurable progress, and flexible adjustments based on real-world developments. The real key lies not in the method itself, but in a consistent focus on impact rather than effort. Those who view communication as navigation stay on course even in a dynamic environment.

Do you want to make your communication strategy more impact-driven? In the “Data & Insights Experts” interest group, we meet monthly with industry peers like Timo Radzik to discuss the best frameworks for data-driven communication. Come join us and become part of the community!