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Marketing OKR example

Become the brand leader in our category

A starting point for clearer priorities and measurable progress. Make the targets your own.

Suggested timeframe: Set with your team1 objective · 5 key results
YOUR STARTING POINTMarketing OKRs
OBJECTIVE

Become the brand leader in our category

  1. KR 1

    Reduce customer acquisition costs (CAC) by 10%

  2. KR 2

    Improve top of mind awareness (TOMA) in surveys from 40% to 65%

  3. KR 3

    Grow Share of Voice (SOV) from 40% to 65%

  4. KR 4

    Increase market share from 25% to 40%

  5. KR 5

    Grow Share of Wallet (SAW) from 25% to 60%

Example targets. Adapt to your baseline before you start.

Make it work for your team

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.

Get this template as YAML

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

---
title: Become the brand leader in our category
objectives:
- title: Become the brand leader in our category
  outcomes:
  - title: Reduce customer acquisition costs (CAC) by 10%
    from: 765.0
    to: 680.0
    score_format: "$_number_ CAC"
    initiatives: []
  - title: Improve top of mind awareness (TOMA) in surveys from 40% to 65%
    from: 40.0
    to: 65.0
    score_format: _number_% TOMA
    initiatives: []
  - title: Grow Share of Voice (SOV) from 40% to 65%
    from: 40.0
    to: 65.0
    score_format: _number_% SOV
    initiatives: []
  - title: Increase market share from 25% to 40%
    from: 25.0
    to: 40.0
    score_format: _number_% market share
    initiatives: []
  - title: Grow Share of Wallet (SAW) from 25% to 60%
    from: 25.0
    to: 60.0
    score_format: _number_% SAW
    initiatives: []
KEEP EXPLORING

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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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