Marketing is one of the teams that sees significant performance increases from using OKRs.
The Marketing OKR examples below cross all the key areas of brand, lead generation and content, social, organic search, and paid media. However, Marketing OKRs are not meant to be where every KPI you track has a goal and a target value.
Your Marketing department OKRs should be the most important priorities you want to address in the period e.g. quarter. You have KPI dashboards for business-as-usual metric tracking.
Here you will find some examples of typical Marketing OKR examples and goals. Remember that OKRs were NOT created for ‘Business As Usual’ Goals, projects you are going to undertake, or really long-term goals.
Before you look at these OKR examples for Marketing – ask yourself a couple of questions. Name your top
3 Marketing priorities right now as these will make great Objectives.
If you were then forced to prioritise them with the top of the list being the priorities that would have a
material impact on the business right now, what would the sequence look like? These are candidates for your
upcoming quarter Marketing department OKRs.
How would you then measure the success? Which metrics would be improved by working on these Marketing OKR examples?
The answers will help you create Key Results. What would be a stretch target that would force you
to really focus and think hard about how to achieve the objectives?
Would your priorities support your company priorities?
Your KPIs really are the metrics that matter most because they are often mostly connected to performance, either in a leading or lagging way.
Focusing your efforts on improving them and measuring them can only have one outcome – performance improvement.
Here are some KPIs for Marketing that are designed to measure what matters. Consider these when writing your Marketing OKRs.
Priority Problem / Opportunity
Our CPA has been climbing and is not over $200 and we need it to be less than $150 whilst still delivering the volume and quality.
OBJECTIVE - A big reduction in our CPA
KEY RESULT 1 – Reduce out CPA from $210 to less than $150
KEY RESULT 2 – Generate 1,200 MQL for Sales to follow-up
Priority Problem / Opportunity
Our website conversion rates are low compared to other websites and we need a big drive on optimising the conversation rates.
OBJECTIVE - Turn our website in to a lean mean lead generation machine
Priority Problem / Opportunity
Our sales team needs some amazing content to help the SDRs increase their performance.
OBJECTIVE - Great content is helping Sales sell
KEY RESULT 1 – Whitepaper has created over 1,000 MQLs for SDRs to follow-up
KEY RESULT 2 – SDR email open rates have increased by 5%
Priority Problem / Opportunity
Our CRM system is not being used fully or enough so we want it to work harder and generate more engagement.
OBJECTIVE - Email is performing brilliantly
KEY RESULT 3 – Increase Sign-ups from Email to 200 this Quarter
Priority Problem / Opportunity
Our Google Ads spend in big and we need to make every $ count, so we’d like to balance it with more Organic traffic to reduce the blended search CPA, whilst increasing total sign-ups.
OBJECTIVE - SEO is a big ROI channel
KEY RESULT 2 – Increase Content Downloads from Organic Search to 500 this Quarter
KEY RESULT 3 – Increase App Sign-ups from Organic Search to 250 this Quarter
Priority Problem / Opportunity
Sales want more social proof to help them close more deals. It’s also good for our own website conversion rates.
OBJECTIVE - We don't need to say we're the best, our users do
You’ve read the examples above of typical OKRs for Marketing departments – are you
ready to start writing your own Objectives and Key Results?
If the answer is yes, we have something special for you. OKR experts and coaches have
helped us build tried and tested OKR blueprints for you and your teams to follow.
It’s time to develop on the goals that really matter the most.
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Diagrammatic blueprints of how the whole company can measure, share and work on what matters, improve performance, and ensure everyone knows and feels that they really matter as well.
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