A Growth team is a cross-functional group of people that applies a scientific approach to improving KPIs. They can work on any part of the user journey and cover the entire AARRR funnel – their focus is defined by the set of KPIs that the organization would like to improve.
A Growth team will pick a problem to solve, then design and run a set of experiments to improve things. They look very much like their own organization, except that their mandate is to be a catalyst for other teams.
OKRs are particularly useful here as they'll help narrow down the scope of their work in any given quarter.
Example of Growth OKRs
You'll find below an example built around a fictitious company. Your OKRs should move from quarter to quarter and map to your company's reality – that's why we thought it's best to illustrate things as a case study that you can take inspiration from.
Askawoof is a startup building a platform to help companies run customer satisfaction surveys. The Product team is busy doing core changes on the onboarding to reduce churn, but they know that this will take some time to pay off.
Askawoof still needs to increase usage, and they turn to the Growth team to improve the virality of the product.
Be mindful of large projects and long-running experiments. Growth teams are metrics-driven, and it's essential to measure progress every week if you want their work to be effective.
Split big initiatives into smaller tests. And don't forget to invest in having the right infrastructure to support the team. A good Growth team should operate in parallel with others without blocking or constraining the rest of the organization.
Accounts are expanding to a second user faster
New users inviting their team in the first week goes from 5% to 25%
40% of customers have set up the automated invites process.
Get 30% more organic visits to our NPS guide
More OKR templates →
Turn content into a lead-generation machine
Increase content click-through from 1,500 to 3000 clicks monthly
25% of our customers find us through content (vs 12% today)
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How to track your Growth OKRs?
There are many options available out there but we're generally seeing 2 categories of products emerging.
For teams getting started: Spreadsheets
Spreadsheets are a great way to get started with OKRs. They're flexible and familiar, and they reduce the amount of learning when you're still getting comfortable with the Objectives and Key Results process.
But, you'll probably start to feel some friction as adoption grows. The lack of check-ins workflows and trends makes it hard for spreadsheet to be a long-term solution for OKRs.
For seasoned OKRs team: OKRs-tracking software
If you're looking to simplify your OKRs process, then a dedicated goal-tracking platform is best to keep track of your OKRs at scale.
A platform like Tability will automate the check-ins reminders, provide progress charts and dashboards out of the box, and make the whole experience more collaborative.
Frequent check-ins are the key to staying on track with your OKRs. Checking progress early and often will tell you what you should and shouldn't focus on. Make check-ins a part of your weekly ritual with Tability →
What other Marketing metrics can you use?
If you’re looking for some inspiration, here are some example of metrics that can be relevant for your Key Results.
How many sites link back to your content?
Where do you rank on specific requests?
Domain Authority Score (DA)
Indicates how likely your website is to rank high in search results.
How often your content is shared online.
Content per Acquisition (CPA)
Cost Per Acquisition is the cost of acquiring a non-paying user.
How many people are visiting your website, and how often do they do it?
How do people interact with your content (it can be anything, from visits to specific sections to conversations in Intercom…)
Rate of engagement with specific actions.
Leads generated/Market Qualified Leads (MQL)
How many users end up being interested in what you have to offer (demos booked, signups)
Similar to click-through, but generally associated with a tangible result (signup, purchase…)
Stop wasting your OKRs. Focus on the right work and accomplish your goals.