Understanding Marketing OKR Examples for Every Organizational Level
OKRs provide organizations with powerful ways to set their marketing teams on audacious goals. The framework provides transparency in tracking the efforts and ensures everyone is aware of each other’s progress. Setting marketing OKRs is relatively hard as these teams deal with projects that do not deliver immediate results.
Tasks like increasing brand awareness or improving SEO does not always have easily measurable metrics. Also, they do not work in the quarterly time frame, and in some cases, it can be challenging to figure out the right metrics of marketing campaigns after 2-3 years.
To make things easy for you, this article discusses marketing OKR examples for every organizational level.
Company level OKR
Today several companies declare their annual goals in the form of OKRs. The OKR objectives can be broken down into quarterly goals for better planning and execution. Here we have shared OKR examples of a company.
Objective – The company level objective is generally broad. For example, become the number one brand in enterprise goal management in 2021.
Depending on the objective, the organization can have one or more critical results like
- Increase brand perception value and ensure it is at least 0.7% higher than the nearest competitor.
- Ensure buyer personas of at least 10 Fortune 500 companies recommend your product
- Increase brand visibility in the SMB sector. Brand visibility should increase from 54% to 90%
The takeaway of this discussion is the objective has a very long duration and is very specific. The objective can be modified to suit any services and products the company offers. The whole idea behind the objective is the company wants to become a number in any segment at any time in the long term.
When you want to become the number one brand in Enterprise goals management by 2021, you need to think about various aspects and the measure to determine your company’s current position in the market.
You need to measure the outcome of the OKRs against the brand’s competitors. The rise in visibility in the SMB segment and the buyer personas can tell you a lot about your success in achieving the objective. If you think only about one or two aspects discussed in the key results, it can be hard to decide whether you managed to achieve your goals through OKRs.
Now that you have seen company-level marketing OKR examples, here’s a look at team level OKRs.
Team level OKRs
The team level OKR is somewhat different from company-level OKRs. For example, the objective could become the number one complete goals management product in 2021.
The key results of the team-level OKRs could be
- Increase marketing leads by 1800 per month
- Increase in the CAGR by 45% every quarter
- Increase market reach by 40%
The objective might look similar to company-level OKR, but the key results are quite different. The outcome in key results is set for a shorter duration, and they are more tactical. One of the advantages of shorter goals is measuring them effectively and knowing whether the team is on track to achieve goals.
The team level OKR objectives can be many, but each objective will have different vital results. One thing between all team OKR objectives is they are all aligned to the company level OKR objective.
Not that you have seen team-level OKRs, here’s a look at individual-level OKRs.
Just like team-level OKRs, an organization can have more than one objective and the corresponding key result. Despite the difference in the objectives, they align to the team-level and company level OKR objectives.
The individual-level objective can be as simple as increasing reach in all social media channels by the end of the 3rd quarter of 2021. In this scenario, the key results could be
- Increase the number of social media followers by 40% by the end of the 3rd quarter of 2021.
- 150+ comments on LinkedIn, Facebook post, article or discussion
- #ProductQuality consistently ranked as a top hashtag by competitors
If you look at the critical results of the individual level OKRs, you will notice they are carefully crafted to perform the activities needed to achieve the objective. For example, if the key result is to improve content marketing efficiency, the resultant activity would be writing 5 to 6 blogs every month explaining the features of the product.
To sum up, this explains how the OKR framework makes it easy for the marketing department to see the bigger picture and design small goals to achieve the bigger goal. The Marketing OKRs have been popular in recent years as they allow organizations to define desired outcomes and monitor the progress all the way.