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Evidence-Based Management (EBM) is an empirical approach that provides organizations with the ability to measure the value they deliver to customers and the means by which they deliver that value, and to use those measures to guide improvements in both. EBM was developed by Scrum.org as a data-driven approach to measure value delivered to customers. EBM consists of four Key Value Areas (KVAs):

Current Value

Reveals the value that the product delivers to customers, today.

Ability to Innovate

Expresses the ability to deliver new capabilities that might better meet customer needs.

Time to Market

Expresses the organization’s ability to quickly deliver new capabilities, services, or products.

Unrealized Value

Suggests the potential future value that could be realized.
Each metric can be classified in one (or two) EBM Key Value Areas. By using metrics in your goal’s Key Results, you can see in which of the four EBM areas you are trying to create an impact. This connection between EBM and OKRs helps organizations:
  • Measure progress toward strategic goals using proven metrics
  • Balance investments across all four Key Value Areas
  • Make data-driven decisions about where to focus improvement efforts
  • Communicate impact in terms that stakeholders understand