Marketing OKR example

Make every launch drive adoption

Judge launches by how many customers start using the feature, not how loud the announcement was.

Suggested timeframe: one quarter1 objective · 3 key results

YOUR STARTING POINTMarketing OKRs

OBJECTIVE

Turn product launches into measurable usage, not just announcements

KR 1
Increase 30-day feature adoption after launch from 15% to 30% of active accounts
KR 2
Get 60% of customer-facing teams through launch enablement before launch day, up from 25%
KR 3
Raise launch email click-through from 3% to 6%

Example targets. Adapt to your baseline before you start.

USE THIS WHEN

Launches get attention but usage stays flat afterward. Agree with Product on what counts as adopting the feature.

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.

Interview customers who have not adopted the feature
Build launch messaging around a customer problem
Coordinate targeted follow-up with customer-facing teams

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 every launch drive adoption
objectives:
  - title: Turn product launches into measurable usage, not just announcements
    outcomes:
      - title: >-
          Increase 30-day feature adoption after launch from 15% to 30% of
          active accounts
        initiatives: []
      - title: >-
          Get 60% of customer-facing teams through launch enablement before
          launch day, up from 25%
        initiatives: []
      - title: Raise launch email click-through from 3% to 6%
        initiatives: []

KEEP EXPLORING

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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

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Lifecycle

Make email nurture a revenue channel

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

Objective

Turn our email list into a dependable source of opportunities

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

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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 every launch drive adoption

Turn product launches into measurable usage, not just announcements

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 email nurture a revenue channel

Turn content into qualified pipeline