Marketing OKR example

Prove marketing's impact on revenue

Give leadership a number they trust for what marketing contributes.

Suggested timeframe: one quarter1 objective · 3 key results

YOUR STARTING POINTMarketing OKRs

OBJECTIVE

Give leadership a trusted view of what marketing contributes

KR 1
Increase the share of closed-won revenue with a known marketing source from 40% to 80%
KR 2
Get Sales and Marketing to agree on one pipeline report, reviewed weekly, up from 0
KR 3
Cut time to produce the monthly marketing report from 2 days to 2 hours

Example targets. Adapt to your baseline before you start.

USE THIS WHEN

Budget conversations stall because nobody trusts the attribution numbers. Start with clean CRM source fields before anything else.

Make it work for your team

Set your baseline. Check where you are today, then choose targets that stretch your team.

Agree on ownership. Give each key result a clear owner and a source of data.

Check in every week. Review the numbers, share confidence, and decide what needs attention.

Ideas to get you moving

These are possible initiatives, not extra key results. Choose the work most likely to change your numbers.

Audit CRM source fields and missing values
Reconcile pipeline definitions with Sales
Simplify the reporting workflow around agreed questions

FROM PLAN TO PROGRESS

Give these goals
a weekly rhythm.

Track your results, spot what needs attention, and keep everyone in the loop with Tability.

Make it your own. Then move it forward.

Your weekly check-in

Start with your team's baseline.

Clear objectivesMeasurable resultsAgreed owners

A clear owner for every result
Simple weekly check-ins
Progress reports, ready to share

Get this template as YAML

A machine-readable version of this example for a script or AI assistant.

title: Prove marketing's impact on revenue
objectives:
  - title: Give leadership a trusted view of what marketing contributes
    outcomes:
      - title: >-
          Increase the share of closed-won revenue with a known marketing source
          from 40% to 80%
        initiatives: []
      - title: >-
          Get Sales and Marketing to agree on one pipeline report, reviewed
          weekly, up from 0
        initiatives: []
      - title: >-
          Cut time to produce the monthly marketing report from 2 days to 2
          hours
        initiatives: []

KEEP EXPLORING

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Conversion

Turn more website visits into real interest

Help the right visitors understand the product and take a meaningful next step.

Objective

Make our website a clearer path from interest to action

Increase qualified visitor-to-trial conversion from 2% to 3%
Improve pricing-page-to-signup conversion from 6% to 9%
Maintain new-trial activation at or above 40% as trial volume grows

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Conversion

Help sales win with sharper positioning

Give sales a clear story that wins head-to-head deals.

Objective

Give sales a story that wins competitive deals

Increase win rate in competitive deals from 22% to 32%
Get 80% of reps using the new pitch and battlecards, up from 30%
Cut 'no decision' losses from 35% to 25% of lost deals

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Demand generation

Turn content into qualified pipeline

Build a lead magnet that attracts the right people and starts useful sales conversations.

Objective

Make our lead magnet a reliable source of qualified pipeline

Increase monthly qualified leads from the lead magnet from 40 to 70
Improve landing-page visitor-to-download conversion from 8% to 12%
Increase the share of leads accepted by Sales from 35% to 50%

View template

Prove marketing's impact on revenue

Give leadership a trusted view of what marketing contributes

KPIs to watch alongside this OKR

Make it work for your team

Ideas to get you moving

More examples to explore.

Turn more website visits into real interest

Help sales win with sharper positioning

Turn content into qualified pipeline