OKR Examples for Marketing
Sample OKRs along with relevant discussions, organised by function
Marketing, one of the functions that routinely deals with large amounts of data, can be an apt candidate for OKRs . The real-world examples presented below have additional commentary to help explain nuances of better OKR writing. The levels of OKRs mentioned in these examples are indicative & can be different for different organizations - depending on the size, stage & maturity of OKR processes.
Company Level OKRs
|Become the No. 1 brand in Enterprise goals management market by 2022||The objective in this example is very specific and has a longer duration. It can be modified to suit other products and services that companies want to become no. 1 by any time period, preferably in a long term.|
By considering various aspects of the example objective, organizations can then measure its achievement. The outcomes are measured against the brand’s competitors, buyer personas and the rise in visibility in the SMB segment. Taking only 1 or 2 of these aspects into account would make it difficult to determine if the organization manage to achieve its end goals.
|Increase market reach by 35% by Q4 2017-18||This team objective shows that one level’s key results can be the next level’s objective. The goals can be aligned with those of other teams and individuals, or to the company goal so that everyone works together in one direction.|
|Increase visibility of product by 35% by Q4 2017-18||While the first key result focuses on a simple matter of measuring how many conventions were attended during the period, adding the second part about collecting data from 150 prospects makes sure the employees gather valuable data that can further be utilized by the sales team.|
|Increase brand recognition by 35% by Q4 2017-18||The first 2 KRs indicate that the prospects recognize the brand and want to know more about it. The third KR is rejected because it does not provide sufficient details – as those who navigate to the company website after going through the newsletter, may not necessarily recognize the brand, and this is regarded as an insufficient KR and needs to be replaced with something appropriate or eliminated entirely.|
|Leverage product feature that is ranked most popular in the market||The first KR is incomplete because it focuses on the process. It would server better if it were worded, “Conduct 2 surveys online every 15 days for 3 months and compare results to monitor any change in preferences”. The second and third KR are clearly articulated and can help to identify whether the objective has been achieved.|
|Increase website engagement by 70% Q4 2017-18||Increase website engagement by 70% Q4 2017-18 Observations|
The key results are aligned to the objective and focus on improving the quality of content, which would result in achieving the KRs.
Individual level OKRs
|Increase reach of all social media channels by Q3 2017-18|
|Enrich newsletter content and generate 20% more prospects every week||While the first 2 KRs show the new statistics, they can be further modified to reveal more information (say, the percentage increase between the previous statistics and the current ones). Detailing out these points provides a better understanding of how things are progressing.|
|Optimize SEO ranking for specific keyword|
|Increase efficiency of website|
|Increase email marketing efforts by 35% by Q4 2017-18|
|Conduct 2 surveys every week to gain insights|
|Engage with industry experts to leverage their network|