Key Result Areas
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Also referred to as 'critical success factors' or 'key drivers of success', KRAs refer to general areas of outcome or output for which an employee is completely responsible. This is thus a qualitative measure.
Businesses put a lot of time and money into understanding their KRAs, because when outlined correctly, it inevitably has a positive impact on growth. So for example, ‘customer acquisition’ is a clear KRA, while something as vague as ‘contributing to business development’ is not quantifiable. KRAs serve as critical success factors and are a fundamental element in ensuring that companies are getting the best out of their people.