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Marketing OKRs

Marketing OKR examples and templates

Good marketing. Measurable impact.

Marketing OKR templates are best when marketing leaders want to connect campaigns and programs to business outcomes such as pipeline, retention, and qualified demand. They help teams avoid activity-heavy plans.

Find your template 13 examples, ready to make your own
Clear objectivesMeasurable key resultsBuilt for a weekly check-in

What is a good marketing OKR?

A good marketing OKR pairs one clear objective with two to four measurable key results the team can score every week. It describes an outcome rather than a list of activities, sets targets that are ambitious but scoreable, and is reviewed weekly so blockers surface before the quarter gets away from the team.

START WITH THE OUTCOME

What does your team want to improve?

Pick a starting point. Adjust the targets to your baseline.

13 matching templates

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

  1. Increase monthly qualified leads from the lead magnet from 40 to 70
  2. Improve landing-page visitor-to-download conversion from 8% to 12%
  3. Increase the share of leads accepted by Sales from 35% to 50%
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Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

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Paid acquisition

Grow acquisition without growing costs

Find a sustainable balance between more customers and the cost of winning them.

Objective

Make paid acquisition a sustainable growth engine

  1. Increase new customers from paid channels from 80 to 110 per month
  2. Reduce blended customer acquisition cost from $420 to $350
  3. Increase paid-landing-page conversion from 3% to 4.5%
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Lifecycle

Help more trial users reach their first win

Give new users the guidance they need to find value and become customers.

Objective

Turn the trial journey into a clear path to customer value

  1. Increase trial activation from 32% to 45%
  2. Improve activated-trial-to-paid conversion from 18% to 25%
  3. Reduce median time to first value from 5 days to 3 days
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Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

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

  1. Increase qualified visitor-to-trial conversion from 2% to 3%
  2. Improve pricing-page-to-signup conversion from 6% to 9%
  3. Maintain new-trial activation at or above 40% as trial volume grows
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Content & SEO

Grow organic traffic that converts

Make search a channel that brings in buyers, not just readers.

Objective

Make organic search a top-3 source of qualified signups

  1. Increase organic signups per month from 120 to 200
  2. Grow non-branded organic clicks to high-intent pages from 3,000 to 5,000 per month
  3. Move 10 priority keywords from page 2 into the top 5
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Demand generation

Launch into a new market

Prove there's real demand in a new region or segment before scaling spend.

Objective

Build a steady source of pipeline in our new market within two quarters

  1. Generate 60 qualified opportunities from the new market, up from 0
  2. Reach a 20% meeting-to-opportunity rate on new-market leads
  3. Close the first 5 paying customers in the new market
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Lifecycle

Make every launch drive adoption

Judge launches by how many customers start using the feature, not how loud the announcement was.

Objective

Turn product launches into measurable usage, not just announcements

  1. Increase 30-day feature adoption after launch from 15% to 30% of active accounts
  2. Get 60% of customer-facing teams through launch enablement before launch day, up from 25%
  3. Raise launch email click-through from 3% to 6%
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

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

  1. Increase win rate in competitive deals from 22% to 32%
  2. Get 80% of reps using the new pitch and battlecards, up from 30%
  3. Cut 'no decision' losses from 35% to 25% of lost deals
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Brand

Build a brand people look for

Grow the number of people who already know your name when they're ready to buy.

Objective

Grow the number of people who seek us out by name

  1. Increase branded search volume from 2,000 to 3,000 per month
  2. Grow direct and branded traffic signups from 150 to 220 per month
  3. Raise aided brand awareness in our target audience from 12% to 18%
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Demand generation

Turn social into a pipeline channel

Make social media start real conversations with buyers, not just collect impressions.

Objective

Make social media drive conversations, not just impressions

  1. Increase signups and demo requests attributed to social from 30 to 75 per month
  2. Grow engagement rate on company and team posts from 1.5% to 3%
  3. Get 15 employees posting at least twice a month, up from 4
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Demand generation

Get real pipeline from events and webinars

Make every event earn back what it costs.

Objective

Make every event pay for itself in pipeline

  1. Raise event-sourced pipeline from $200k to $450k per quarter
  2. Increase webinar attendee-to-meeting conversion from 4% to 10%
  3. Follow up with 100% of event leads within 48 hours, up from 55%
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Lifecycle

Make email nurture a revenue channel

Turn a quiet email list into a steady source of opportunities.

Objective

Turn our email list into a dependable source of opportunities

  1. Increase opportunities created from nurture emails from 10 to 30 per month
  2. Raise nurture click-through rate from 2% to 4.5%
  3. Re-engage 20% of contacts inactive for 90+ days, up from 5%
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Conversion

Prove marketing's impact on revenue

Give leadership a number they trust for what marketing contributes.

Objective

Give leadership a trusted view of what marketing contributes

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

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

Example targets are illustrative. Set yours using your team's actual baseline.

More marketing examples from the library

Explore other approaches to this topic. Check the measures and targets against your own situation.

Marketing

Increase the acquisition of new clients

Objective

Increase the acquisition of new clients

  1. Convert 15% of leads into new clients by improving sales techniques and offerings
  2. Increase client referrals by 20% by implementing a client referral program
  3. Boost website traffic by 25% through optimizing SEO and content marketing strategies
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MAKE IT MEANINGFUL

How to use marketing OKRs

How to use these templates

Set OKRs around audience growth, pipeline impact, conversion quality, or retention. Keep the initiatives underneath as supporting work rather than the main story.

01

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

02

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

03

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

KNOW WHAT TO MEASURE

The numbers behind your goals.

Choose a small set of KPIs to watch alongside your OKRs.

Explore related KPIs
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Related OKR topics

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Marketing OKR questions

What should marketing OKRs measure?

Marketing OKRs should measure business impact, such as qualified pipeline sourced, conversion rates, customer acquisition cost, and revenue influence, rather than raw output like posts published or emails sent. Channel metrics belong in key results only when they clearly ladder up to pipeline or revenue.

How do marketing OKRs stay aligned with sales?

Share at least one revenue-facing outcome with the sales team, such as qualified pipeline or SQL-to-opportunity conversion, and review it together weekly. Misalignment usually comes from each team optimizing a different stage of the same funnel.