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Marketing OKR example

Turn content into qualified pipeline

Build a lead magnet that attracts the right people and starts useful sales conversations.

Suggested timeframe: one quarter1 objective · 3 key results
YOUR STARTING POINTMarketing OKRs
OBJECTIVE

Make our lead magnet a reliable source of qualified pipeline

  1. KR 1

    Increase monthly qualified leads from the lead magnet from 40 to 70

  2. KR 2

    Improve landing-page visitor-to-download conversion from 8% to 12%

  3. KR 3

    Increase the share of leads accepted by Sales from 35% to 50%

Example targets. Adapt to your baseline before you start.
USE THIS WHEN

content attracts attention, but too few visitors become qualified leads. Agree on your definition of a qualified lead with Sales before setting targets.

KPIs to watch alongside this OKR

Keep these measures in view as you review progress.

  • Qualified leads
  • Landing-page conversion
  • Sales acceptance rate
Explore related KPIs

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.

Ideas to get you moving

These are possible initiatives, not extra key results. Choose the work most likely to change your numbers.

  • Interview five recent customers to sharpen the topic and offer
  • Test two landing-page messages with the same traffic source
  • Agree on lead qualification and follow-up with Sales
Get this template as YAML

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

title: Turn content into qualified pipeline
objectives:
  - title: Make our lead magnet a reliable source of qualified pipeline
    outcomes:
      - title: Increase monthly qualified leads from the lead magnet from 40 to 70
        initiatives: []
      - title: Improve landing-page visitor-to-download conversion from 8% to 12%
        initiatives: []
      - title: Increase the share of leads accepted by Sales from 35% to 50%
        initiatives: []
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Prove there's real demand in a new region or segment before scaling spend.

Objective

Build a steady source of pipeline in our new market within two quarters

  1. Generate 60 qualified opportunities from the new market, up from 0
  2. Reach a 20% meeting-to-opportunity rate on new-market leads
  3. Close the first 5 paying customers in the new market
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

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Turn social into a pipeline channel

Make social media start real conversations with buyers, not just collect impressions.

Objective

Make social media drive conversations, not just impressions

  1. Increase signups and demo requests attributed to social from 30 to 75 per month
  2. Grow engagement rate on company and team posts from 1.5% to 3%
  3. Get 15 employees posting at least twice a month, up from 4
View template FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

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Demand generation

Get real pipeline from events and webinars

Make every event earn back what it costs.

Objective

Make every event pay for itself in pipeline

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

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account

FROM PLAN TO PROGRESS

Make this plan yours.

Copy the template below, then open Tability. In your plan, choose Import goals from CSV or text and paste it into Import from text.

Create an account