Baseline vs. Target

Every strong Key Result needs a baseline and a target. The baseline is where the metric stands today. The target is where you want it to be by the end of the cycle. Without both, teams often write vague metrics that sound measurable but are impossible to interpret.

Writing the full movement matters because it reveals ambition. 'Improve conversion' is weak. 'Increase conversion from 2.8% to 4.1%' gives the team a precise gap to close and makes progress reviews much cleaner.