Marketing OKR example

Make email nurture a revenue channel

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

Suggested timeframe: one quarter1 objective · 3 key results

YOUR STARTING POINTMarketing OKRs

OBJECTIVE

Turn our email list into a dependable source of opportunities

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

Example targets. Adapt to your baseline before you start.

USE THIS WHEN

You have a sizable list that rarely converts. Clean the list and agree on lead scoring first.

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.

Segment the list by buyer need and lifecycle stage
Refresh the offer and next step in each sequence
Test a focused re-engagement campaign

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: Make email nurture a revenue channel
objectives:
  - title: Turn our email list into a dependable source of opportunities
    outcomes:
      - title: >-
          Increase opportunities created from nurture emails from 10 to 30 per
          month
        initiatives: []
      - title: Raise nurture click-through rate from 2% to 4.5%
        initiatives: []
      - title: Re-engage 20% of contacts inactive for 90+ days, up from 5%
        initiatives: []

KEEP EXPLORING

More examples to explore.

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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

Increase trial activation from 32% to 45%
Improve activated-trial-to-paid conversion from 18% to 25%
Reduce median time to first value from 5 days to 3 days

View template

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

Increase 30-day feature adoption after launch from 15% to 30% of active accounts
Get 60% of customer-facing teams through launch enablement before launch day, up from 25%
Raise launch email click-through from 3% to 6%

View template

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

Increase monthly qualified leads from the lead magnet from 40 to 70
Improve landing-page visitor-to-download conversion from 8% to 12%
Increase the share of leads accepted by Sales from 35% to 50%

View template

Make email nurture a revenue channel

Turn our email list into a dependable source of opportunities

KPIs to watch alongside this OKR

Make it work for your team

Ideas to get you moving

More examples to explore.

Help more trial users reach their first win

Make every launch drive adoption

Turn content into qualified pipeline