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“One of the most notable positive changes is the enhanced alignment across the organization. This alignment has created a unified direction and purpose, making it easier to achieve our strategic objectives.”

How Tata Elxsi Scaled with OKRs and Profit.co to Achieve Alignment, Growth, and Innovation

Introduction

To sustain its rapid growth and achieve ambitious goals, Tata Elxsi, a global leader in design and technology services, adopted the Objectives and Key Results (OKR) framework in 2021. With support from Profit.co’s software, Tata Elxsi sought to enhance alignment, streamline operations, and drive performance across its diverse teams. This case study explores how the OKR framework has transformed the company, fostering collaboration, accountability, and innovation while positioning Tata Elxsi for continued success.

Challenges Faced by Tata Elxsi

  • Lack of structured goal-setting and alignment.
  • Difficulty in maintaining cross-departmental collaboration.
  • Need for sustainable and scalable growth.
  • Absence of a regular cadence for progress reviews.
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Why Profit.co?

Tata Elxsi chose Profit.co for its comprehensive OKR tracking, user-friendly platform, and ability to foster transparency and accountability. The software’s bottom-up alignment empowered teams to set goals aligned with company objectives, promoting self-governance and continuous improvement, driving collaboration, and ensuring sustainable growth across departments.

Key Outcomes from Using Profit.co

  1. Consistent growth with well-aligned goals across departments.
  2. Enhanced productivity and performance-driven culture.
  3. Improved cross-departmental collaboration.
  4. Stronger cadence for progress monitoring and goal achievement.
  5. Ready for TBEM assessment through well-structured OKRs.

1. Can you talk to us about your roles and responsibilities in the OKR program within Tata Elxsi?

As a key member of our organization, I drive the OKR framework across departments. My responsibilities include onboarding and training teams, ensuring they have their drafts ready for each OKR cycle, and facilitating weekly cadence calls. I serve as the single point of contact within the organization and with Profit.co, ensuring seamless communication and collaboration.

2. Describe your organization briefly.

Tata Elxsi is a global leader in design and technology services, serving industries such as automotive, broadcast, communications, healthcare, and transportation. We leverage digital technologies like IoT, Cloud, Mobility, Virtual Reality, and Artificial Intelligence to help customers reimagine their products and services. Our integrated Design and Technology teams collaborate with clients from strategy and consumer research to technology implementation and launch, ensuring innovative solutions and exceptional consumer experiences. We support advanced R&D, development, validation, and deployment of emerging technologies, enhancing operational efficiency and reducing costs for businesses. With over 30 years of expertise and a global ecosystem of partners, Tata Elxsi drives faster time-to-market and delivers cutting-edge solutions.

3. What is the journey so far for OKRs in your company?

The journey of OKRs at Tata Elxsi began with the company’s impressive growth at a 14% CAGR over three consecutive years, driven by strong customer credibility and technological advancements. By 2020, the ambition to elevate this growth led to the audacious goal of doubling revenue in three years. This required focusing on winning larger, longer-duration customer orders, sustaining technical excellence with new talent, and improving brand positioning internationally. To achieve this, Tata Elxsi needed a robust framework to communicate, collaborate, and maintain momentum. The senior leadership, led by the CEO and COO, sought a method to identify high-priority goals, retain focus, communicate priorities effectively, and coordinate efforts across the organization. In 2021, the OKR methodology was formally introduced through extensive training and the formation of a dedicated core team. This team converted annual goals into organizational OKRs and implemented industry-renowned OKR software. This marked a pivotal milestone, resulting in organization-wide alignment, clarity, and transparency in achieving goals within the first few quarters.

4. What was the primary motivation behind adopting the OKR framework consistent growth?

The primary motivation behind adopting the OKR framework was to ensure consistent and sustainable growth. Tata Elxsi had experienced impressive growth rates, but to maintain and accelerate this trajectory, a structured approach was necessary. The OKR framework provided a clear, measurable way to set ambitious goals and track progress, ensuring that every department and team was aligned with the company’s overarching objectives. This alignment helped identify and focus on high-impact initiatives that drive growth, thereby enabling the company to achieve its ambitious targets systematically.

Scale Through Excellence

Another key motivation was the desire to scale operations through excellence. Tata Elxsi aimed to enhance its technical edge and improve brand positioning in the international marketplace. The OKR framework facilitated this by promoting a culture of continuous improvement and excellence. By setting clear objectives and key results, the company could ensure that all efforts were directed towards achieving the highest standards of performance and innovation. This focus on excellence helped Tata Elxsi win larger, longer-duration customer orders and sustain its competitive advantage in a rapidly evolving market.

Self Governance

The OKR framework also supported the goal of fostering self-governance within the organization. By clearly defining objectives and key results, employees at all levels were empowered to take ownership of their goals and contribute to the company’s success. This autonomy encouraged a sense of responsibility and accountability, leading to higher engagement and motivation. The transparent nature of the OKR process ensured that everyone was aware of the company’s priorities and their role in achieving them, creating a well-coordinated and self-governing workforce.

5. Can you highlight a few successes Tata Elxsi achieved from adopting the new way?

IT:

  • Institutionalized an offline daily review system to streamline departmental activities.
  • Created a review checklist to monitor all hardware and software utilized in the organization.
  • Evaluated and identified gaps with respect to the TCS Bluetick framework, aiming to achieve a score of 3.5 out of 5 in the Tata Cyber Excellence Program by June 2024.

Sales:

  • Formulated strategies to upsell and cross-sell opportunities in Aptiv, MSIL, and TML.
  • Increased the deal size of existing cases by upselling in the DT Docsis proposal and Sky SOM proposition.
  • Successfully tracked and aligned with the year-end budgetary exercises of each account, notably in Vodafone Europe and Sky OTT.
  • Created a qualified funnel for identified accounts, achieving 8% QoQ growth for Japan Geo, including Suzuki, Sumitomo, and ALAP.
  • Expanded the business portfolio through IDV and NN acquisitions, strategically onboarding 21 MD&E Engineers in Suzuki Motors.
  • Established an executive sponsorship plan in key accounts, creating more sponsors in Borg Warner, Stellantis, and Magna.

Marketing:

  • Developed and published a comprehensive industry-focused thought leadership AI compendium within a month, circulated across customers through Sales.
  • Generated 11 inbound leads for selected themes through MCV.

TBU:

Established a dedicated workforce of SMEs, increasing the pool by 20% in identified practices before the end of February 2024.

HR:

Streamlined the exit process for employees to ensure smooth transitions and maintain positive relations.

MCVI:

Ensured competitive advantage by implementing one Gen AI use case in each of the three products.

MCVA:

Implemented a Personalized Delivery Excellence program for the TPM ladder, improving project execution and stakeholder management skills.

These achievements highlight the significant impact of the OKR framework in driving alignment, focus, and growth across various departments.

6. How was your experience with the Profit.co team?

Our experience with the software team has been exceptionally positive. Both Arun and Pinaki have been incredibly supportive throughout our journey. Whenever we needed assistance, the turnaround time was minimal, ensuring that our operations ran smoothly without any significant delays.

During his last visit, Pinaki played a crucial role in boosting our confidence in the OKR framework as a strategic concept. He demonstrated how Profit.co is the best tool to achieve our objectives, providing valuable insights and practical guidance. His expertise and encouragement have been instrumental in our successful adoption of the OKR methodology. Additionally, we requested that case studies be shared with us fortnightly. This initiative allows us to publish these case studies as newsletters to various departments, keeping everyone informed and engaged with the latest developments and best practices.

7. What are the positive changes after using Profit.co’s OKR software?

Cadence:

The implementation of Profit.co’s OKR software has significantly improved our cadence. We now have a structured and consistent approach to setting, tracking, and reviewing our objectives and keyresults. This regular cadence ensures that all teams are aligned and focused on their goals, leading to more efficient and effective progress.

Alignment:

One of the most notable positive changes is the enhanced alignment across the organization. The OKR software has helped us ensure that every department and team is working towards the same overarching goals. This alignment has created a unified direction and purpose, making it easier to achieve our strategic objectives.

Cross-Departmental Collaboration:

The software has also fostered better cross-departmental collaboration. By providing a transparent view of each department’s OKRs, teams can identify opportunities for collaboration and support each other in achieving their goals. This has broken down silos and encouraged a more collaborative and cohesive work environment.

Pushing for Bottom-Up Alignment Towards Organizational OKRs:

Profit.co’s OKR software has been instrumental in promoting bottom-up alignment. Teams are now more engaged in setting their OKRs to align with the organization’s overall objectives. This bottom-up approach ensures that everyone is contributing to the company’s success and feels a sense of ownership and accountability.

Preparation for TBEM Assessment:

As we prepare for the TBEM (Tata Business Excellence Model) assessment, the OKR software is proving to be invaluable. We are able to present our organizational goal achievements by aligning department-level OKRs with the overall organizational OKRs. This alignment demonstrates our commitment to excellence and our ability to achieve our strategic goals through a well-coordinated and structured approach.

8. What are the problems that were solved by Profit.co?

Profit.co has played a crucial role in embedding the OKR culture within our organization. By providing a structured and user-friendly platform, it has made it easier for teams to understand and adopt the OKR methodology, leading to a more goal-oriented and performance-driven culture. One of the significant changes brought about by Profit.co is the shift in mindset from merely maintaining business as usual to striving for continuous improvement and innovation. The OKR framework encourages teams to set ambitious goals and think creatively about how to achieve them, fostering a culture of innovation and proactive problem-solving. Additionally, Profit.co has introduced a cadence culture that was previously missing in our organization. Regular check-ins and reviews have become the norm, ensuring that progress is continuously monitored and any issues are promptly addressed. This structured approach has also encouraged teams to seek help and collaborate more effectively. The transparency and alignment facilitated by the OKR software have made it easier for teams to support each other and work towards common goals, significantly enhancing our overall productivity and cohesion.

9. Do the employees feel that there is a significant change?

All user departments have expressed a positive shift in their approach since adopting the OKR framework through Profit.co. Employees feel the system has pushed them to go beyond their usual business activities and strive for higher achievements. The structured goal-setting and tracking process has encouraged them to set more ambitious targets and think creatively about how to reach them. This has not only enhanced their productivity but also fostered a culture of continuous improvement and innovation. Overall, the adoption of OKRs has empowered employees to take ownership of their goals and contribute more effectively to the organization’s success.

Conclusion

The adoption of the OKR framework at Tata Elxsi, supported by Profit.co’s platform, has proven to be a game changer in aligning teams, driving growth, and fostering a culture of accountability and innovation. By integrating OKRs into their operations, Tata Elxsi has successfully streamlined communication, improved collaboration across departments, and ensured that all efforts are aligned with the company’s ambitious goals.

With measurable successes across various departments—ranging from sales and marketing to IT and HR—the company has not only enhanced its operational efficiency but also positioned itself for sustainable growth. The introduction of a cadence-driven culture and a focus on self-governance has empowered employees to take ownership of their goals, pushing beyond business as usual and striving for excellence.

As Tata Elxsi continues to innovate and expand, the OKR framework will remain a critical tool in maintaining focus, ensuring alignment, and driving results. Profit.co’s intuitive platform will continue to support Tata Elxsi’s journey, helping them achieve their strategic objectives and sustain their competitive advantage in a fast-evolving market.

This conclusion wraps up the case study by summarizing the key benefits and outcomes of using OKRs and Profit.co, while also looking ahead to how the framework will support Tata Elxsi’s future success. Let me know if you’d like any adjustments!

Learn more about OKRs and Performance management

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Location:

India

Industry:

IT Services and IT Consulting

Challenge:

Consistent and sustainable growth

Outcome:

Effective and efficient progress tracking
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