Marketing OKR example

Get real pipeline from events and webinars

Make every event earn back what it costs.

Suggested timeframe: one quarter1 objective · 3 key results

YOUR STARTING POINTMarketing OKRs

OBJECTIVE

Make every event pay for itself in pipeline

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

Example targets. Adapt to your baseline before you start.

USE THIS WHEN

Events take a big share of budget but their impact is unclear. Agree with Sales on follow-up ownership before the first event.

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.

Prioritise events attended by the right buyers
Build a relevant next step into each webinar
Agree on lead routing and follow-up ownership

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: Get real pipeline from events and webinars
objectives:
  - title: Make every event pay for itself in pipeline
    outcomes:
      - title: Raise event-sourced pipeline from $200k to $450k per quarter
        initiatives: []
      - title: Increase webinar attendee-to-meeting conversion from 4% to 10%
        initiatives: []
      - title: Follow up with 100% of event leads within 48 hours, up from 55%
        initiatives: []

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Objective

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Objective

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View template

Get real pipeline from events and webinars

Make every event pay for itself in pipeline

KPIs to watch alongside this OKR

Make it work for your team

Ideas to get you moving

More examples to explore.

Turn content into qualified pipeline

Launch into a new market

Turn social into a pipeline channel