One of the hardest things organizations have to face is measuring the success of their teams, and when it comes to Marketing, we need alignment throughout various departments to see the real results.
It can seem difficult to keep track of goals and objectives when the results are not immediate, but a goal-oriented methodology will help you determine relevant and doable goals with specific timeframes to highlight your team’s performance.
OKRs (Objectives and Key Results) are a collaborative goal-setting process used to set ambitious goals that have measurable results. With OKRs, you can track the progress of your team, align them towards the same objective, and even drive engagement.
OKRs continue to be a hot topic, now more than ever given the current climate of remote work. Organizations continue to look for the best way to use OKRs to improve their employees’ performance and execute their strategies successfully.
Unlike KPIs (Key Performance Indicators), OKRs focus more on establishing what you want to achieve and determining how you’re going to do so. Considering you want to encompass a full marketing process, it’s only logical to set OKRs to measure marketing effectiveness and gather performance data.
To create great and efficient marketing OKRs, you need to follow one simple formula:
“We will [Objective] as measured by [Key Results]”.
Your objectives should be clear, actionable, and time-bound. The common time period to achieve them is a quarter, but depending on the objective you can set a longer or shorter period. Key results are the ones that determine whether an Objective has been achieved or not, not necessarily relying on your usual marketing metrics. They are quantifiable, time-bound, and measurable results making it easier for the team to track progress. Contributors on the KRs should measure progress regularly since okrs must be evaluated continuously, and then at the end of the OKR period that’s been set, there’s usually an OKR meeting to determine how well the team did, to assess and discuss if there should be a change in the strategy to ultimately achieve project effectiveness.
To start crafting your Marketing OKRs you can hold a meeting to make this process in collaboration with your entire marketing team. Meeting with your team and having a brainstorming session provides a sense of ownership, employee engagement, and accountability. You want to empower your team to create their own challenges and motivate them to really feel capable of achieving what they set out to. However, if you're planning to work with a digital agency, you still need to discuss all of the OKRs you'll be following throughout the process.
Today we want to provide you with some OKR examples for your Marketing Team that will serve as a guide to setting your own Objectives and Key Results.
KR1 - Reach 2000 social media interactions (e.g. Facebook Ads Comments) on the announcement by (date)
KR2 - Run partner launch event and announce new incentive (date)
KR3 - Finalize and distribute partner marketing materials by (date)
KR1 - (#) of organic visitors per month
KR2 - Increase domain rating score to (#)
KR3 - Reach (#) social media followers
KR1 - Have (#) of weekly shares
KR2 - Become trending at least once per month
KR3 - Reduce the number of negative events
KR1 - Identify 10 key locations for physical marketing
KR2 - Identify 30 potential mega and micro-influencers for marketing content
KR3 - Establish a budget for digital advertising channels.
KR1 - Launch account based marketing (ABM) campaign (date)
KR2 - Increase call booking rate by 6% by (date)
KR3 - Increase calls booked by 15% by (date)
KR1 - Create college marketing material
KR2 - Sponsor 3 graduate projects
KR3 - Participate in 5 target college job fairs
KR1 - Gather input from Sales and Product Teams
KR2 - Review journeys and conversion from last quarter
KR3 - Conduct target customer interviews
KR1 - Get (#) new free-trial signups
KR2 - Increase Free-trial conversion rate
KR3 - (%) free-trial signups vs. total traffic
KR1 - Review and confirm new landing page designs
KR2 - Build 10 custom landing pages for new keywords
KR3 - Reduce (%) bounce rate
KR1 - Work with Product to embed and run eNPS survey
KR2 - Gather 100 new reviews on G2
KR3 - Gather 50 new reviews on Capterra
We hope this article helps you in creating the proper prompts to give your marketing team a nudge in the right direction and achieve your organizational goals. Remember that Hirebook’s software helps remote and on-site teams link their day-to-day actions to strategic organizational outcomes by implementing OKRs!
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