MODULE "Goal setting and priority management"

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Team Goal Setting Case Studies

by departments

Marketing

OKR/SMART

🎧 OKR Road Map

General marketing goal:

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Attract, activate, and retain users, increasing customer base profitability and ensuring company plans are met.

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🎧 OKR Road Map

Level 1. Strategic Results

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• Growth and quality of the user base ( MAU, DAU, new registrations).
• Activation efficiency (conversion to first deal).
• User loyalty and retention ( CLV).
• Marketing investment efficiency ( ROMI, CAC/LTV).
• Brand strength (recognition, trust, brand audit).

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Level 2. Key Business Metrics

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• MAU/DAU — active user base.
• CAC (Customer Acquisition Cost) is the cost of attracting a customer.
• LTV (Lifetime Value) is the value of a customer over their lifetime.
• ROMI (Return on Marketing Investment) is the return on investment in marketing.
• Retention D30/D90 – retention of new clients.
• Brand Awareness / NPS — brand recognition and perception.

🎧 OKR Road Map

Level 3. Operational Indicators

• Number of new registrations.
• Conversion to first deal.
• Number of new paying users .
• The share of users who returned through marketing (reactivation).
• Number of leads in the B2B segment.
• CPL (Cost per Lead) and CPA (Cost per Acquisition).
• ROI for each channel ( Search, Display, Social, Referral).
• CTR of campaigns ( email, push, performance).
• % of opens and clicks on newsletters.
• Engagement rate in social networks.
• % organic traffic vs paid.
• Share of traffic from direct visits ( Direct / App).
• The share of new users who converted in ≤7 days.
• Number of activated clients by cohort.
• Churn rate ( churn after the first purchase).
• % of users participating in loyalty programs.
• Net New Users ( increase in unique users).
• Incremental Lift ( additional sales from the campaign).

🎧 OKR Road Map

Level 4. Action Metrics

• Number of A/B tests of creatives and landing pages per month.
• Number of new campaigns launched per quarter.
• Campaign launch time from brief to live.
• Number of personalized mailings/segments.
• Number of lead magnets (new content formats).
• The number of new creatives in performance advertising.
• % of campaigns with dynamic targeting.
• Number of retargeting audiences.
• Lookalike / Similar Audiences tests .
• % campaign automation ( bid management, ML models).
• Number of cost per lead experiments ( CPL experiments).
• Average pageview depth for marketing traffic.
• Number of users who received welcome communication.
• Number of integrations with partner platforms.
• Number of active referrals ( Referral Program).
• The share of UGC content launched on social networks.
• Number of branded search queries.
• Number of PR mentions in the media.
• Number of NPS surveys conducted in marketing campaigns.

🎧 OKR Road Map

Marketing

CASE STUDIES

OKR

O: Increase traffic to the platform.

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KR:

○ Organic traffic growth of +25% by the end of the quarter.

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○ Launch a content calendar (10 articles/month) .

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○ Get 50 quality external links.

1

OKR

O: Increase lead conversion .

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KR:

○ Increase landing page conversion rate from 2.5% to 4%.

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○ Run 3 A/B tests of key pages.

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○ Reduce CPL by 20%.

2

OKR

O: Strengthen employer branding .

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KR:

○ 3 publications in key media/quarter.

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○ 2 events with an HR brand (online/offline) .

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○ LinkedIn subscribers grew by 30%.

3

SMART

1. Launch a Google Ads campaign with a budget of 20k and achieve a CTR of at least 4% by the end of Q4.

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2. Conduct 3 webinars on the product with a total reach of >1,000 participants by the end of the year.

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3. Increase the number of applications via social networks from 200 to 300/month by January.

Ineffective wording

●Make the brand stronger” → no metrics.

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●“Increase marketing” → vague and unclear.

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●“Collect more applications” → how many, when, how?

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1. OKR Library for Marketing