Marketing OKRs: how to set targets and run them well

Why marketing OKRs help small teams focus

OKRs, when kept simple, help founder led and mid market teams align on outcomes, say no to distractions, and review progress without debate. The key is to write clear, measurable Objectives with a handful of meaningful Key Results, then run a light rhythm that converts them into action.

This guide shows you how to set marketing OKRs that fit your strategy, budget, and capacity. It includes examples, a short template, and a review cadence your team can keep.

What good marketing OKRs look like

• Objective. A short, qualitative statement that describes the outcome, for example increase qualified inbound demand this quarter.
• Key Results. Three to five quantifiable results that prove the Objective happened. They are not tasks.
• Initiatives. The projects that will move the Key Results. These live in your roadmap, not inside the OKR itself.

For the plan that anchors your OKRs, use one page marketing strategy and your quarterly marketing roadmap.

Write OKRs that tie to revenue

Start with a clear quarterly revenue goal and the math behind it. Then choose Key Results that connect marketing work to that math. Examples:

• Increase qualified inbound opportunities from 180 to 230.
• Lift website demo conversion rate from 1.3 percent to 1.8 percent.
• Reduce cost per opportunity by 12 percent at the same quality threshold.
• Grow branded search volume by 20 percent to support future demand.

To put write okrs that tie to revenue into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.

Examples by objective

Objective: Increase qualified inbound pipeline

• KR1. Qualified inbound opportunities from 180 to 230.
• KR2. Lead to opportunity rate from 24 percent to 28 percent.
• KR3. Average cost per opportunity reduced by 10 percent.

To put objective: increase qualified inbound pipeline into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.

Objective: Strengthen brand to support next quarter’s launch

• KR1. Branded search volume up 20 percent quarter on quarter.
• KR2. Earned coverage in five tier two outlets with two product mentions.
• KR3. Achieve a reach to frequency ratio of 1.8 on always on paid social.

Objective: Improve conversion and retention

• KR1. Website demo conversion from 1.3 percent to 1.8 percent.
• KR2. Trial to paid conversion from 21 percent to 25 percent.
• KR3. Repeat purchase rate from 27 percent to 31 percent.

Set targets and thresholds

Define targets for each KR plus traffic light thresholds so decisions are objective. Example: target 230, green 225 to 235, amber 215 to 224, red below 215. Use last quarter’s results and realistic growth levers to pick numbers you can defend.

Connect OKRs to initiatives and budget

Map each KR to one or two initiatives and a budget line. If a KR has no funded work, it is a wish. Keep a visible table that shows KR, initiative, owner, and budget. For budgeting rules, use marketing budget: how to split spend by objective, channel, and stage.

Run a light operating rhythm

• Weekly standup. Owners report one line per KR: status, insight, and next action.
• Monthly review. Decide continue, scale, fix, or stop based on movement against thresholds.
• Quarterly reset. Close OKRs, capture learning, and write the next set.

To put run a light operating rhythm into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.

Score OKRs without gaming

Use a simple 0.0 to 1.0 score at quarter end for each KR. Agree scoring rules before the quarter starts. Write a short note that explains the result and what you will do next. Avoid mid quarter target changes unless assumptions were clearly wrong.

For practical OKR tips and templates, review HubSpot’s OKR examples and effectiveness discussion in Marketing Week.

Common mistakes to avoid

• Writing tasks as Key Results. Keep KRs outcome based and measurable.
• Too many KRs. Choose three to five per Objective, not ten.
• Misaligned budget. Fund the initiatives that move KRs, or cut the KR.
• Changing definitions mid quarter. Update only at the reset and record changes.
• No owners. Each KR needs one person who writes the weekly action.

OKR template you can copy

1. Objective. One sentence outcome for the quarter.


2. Key Results. Three to five measurable results that prove the outcome happened.


3. Targets and thresholds. Target plus green, amber, red bands.


4. Initiatives and owners. Projects linked to each KR with budgets.


5. Review rhythm. Weekly standup, monthly review, quarterly reset.

Related guides

To put related guides into practice, use the steps above: clarify the outcome, choose 1–3 channels, set a test budget, and track weekly so you can double down on what works.