OKR Examples

OKR Examples for Marketing

Sample OKRs along with relevant discussions, organised by function

OKR 1 (1)

Marketing

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

ObjectivesKey ResultsObservations
Become the No. 1 brand in Enterprise goals management market by 2022
  1. Brand perception value is at least 0.7 basis points over the closest competitor
  2. Buyer personas from at least 8 fortune 500 companies recommend our product
  3. Increase brand visibility in the SMB segment from 64% to above 80%.
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
  1. 2nd largest distributor network in Q2 2017-18 growing at 15% per month
  2. Voted most popular product across 5 leading publications
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
  1. Participation in 4 Nationwide conventions, 150 prospects data collected on average per event
  2. 1 contest conducted each quarter where winner is awarded free product for lifetime
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
  1. Product reviewed positively by 10 industry Influencers per month
  2. Top 3 most visited booth at 4 trade exhibitions in 2017
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
  1. Heat map of website shows 60% visitors focus on primary feature of product and remaining on secondary features
  2. Feedback received from customers indicate product’s primary feature provides 2x more value
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
  1. Daily 75000+ page views
    Average session on website more than 2 minutes 30 seconds
    9000+ submitting forms on Landing Page
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

ObjectivesKey ResultsObservations
Increase reach of all social media channels by Q3 2017-18
  1. Number of followers increased by 35% in Q3 2017-18
  2. #Productfeature consistently ranked as top hashtag among competitors
  3. 120+ comments on every LinkedIn post/article/group conversation
Enrich newsletter content and generate 20% more prospects every week
  1. 15% of website traffic received through weekly newsletter
  2. 20% of total demos scheduled through newsletter CTA
  3. Increase in click through on average for every newsletter from 12% to 18%
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
  1. Website displayed on first page for every keyword
  2. 15 inbound links received every month
  3. 75% traffic on website received through organic search
Increase efficiency of website
  1. Page loads 70% faster
  2. Navigation between different pages improved by 2X
  3. 20% more conversion on Landing pages
Increase email marketing efforts by 35% by Q4 2017-18
  1. Number of demo requests increased by 30%
  2. Number of trial version requests increased by 20%
  3. Monthly traffic on website increased by 35%
Conduct 2 surveys every week to gain insights
  1. 15000+ prospects participated on average in every survey
  2. 35% existing customers participated in survey of which 85% is positive feedback
  3. 15% prospects visited website to check out product features
Engage with industry experts to leverage their network
  1. Interview (on goals management) with 10 influencers conducted every month and published on all social channels
  2. Product reviewed by industry experts and shared on their social channels
  3. Market reach extended by 70%, spreading to International market

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