How to use OKR as the leadership framework of marketing department

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Provide a simple guide for the leaders of the marketing department , Use goals and key results （OKR） Framework establishment 、 Track and adjust key performance indicators .

For any growth organization , Recording a growth strategy consistent with sales and marketing is the most basic . However , What really makes the difference between companies that want to grow and companies that actually grow , Is to perform . There is a very good saying ：

” Idea is King, but execution is King Kong! ”

With “OKR “ Simple online search for keywords , It will show about 1800 10000 results . This performance evaluation framework was developed by Google in 1999 Invented and adopted , It has become the most popular way to measure progress in modern growth organizations .

In its simplest form ,OKR It's a collaboration tool , For teams and individuals to set goals , And track progress towards measurable results , let me put it another way ,OKR As a framework to represent and measure key performance indicators （KPI）, Because of its flexibility 、 Simplicity and scalability ,OKR It is very effective for start-ups and comprehensive organizations , As long as the main premise is to pursue speed 、 Actionable growth .

In this article , You will learn ：

Use in growing organizations OKR The main benefits of
How to input data into your OKR Connect , For accurate tracking
How to set up and track for growth marketing functions OKR
How to use OKR To cultivate talents and leadership team
How to monitor and follow up OKR

It sounds very useful ？ Read on

Catalog
1 – Why use OKR
2 – How to set up OKR
Select data entry
Record OKR And their indicators
3 – Use OKR To measure marketing performance
4 – take OKR Expand to personnel growth
5- How to monitor and follow up OKR
Conclusion
1 – Why use OKR
Great leadership is about communicating the vision , Then support individuals , Let them work towards this vision . Provide people with a clear vision 、 A set of rules and a framework to measure their progress towards this vision , Create a safety net for them , Let them try 、 Growth and success .

This is the ultimate difference between coaching leadership and outdated hard management . The vision and boundaries are OKR Projected from ; In the form of specific and measurable time bound goals .

OKRs So popular among growth leaders , There are three main reasons ：

OKR It's super easy to set up ： It only takes a few minutes
OKR With a high degree of scalability ： From one person to the whole company
OKR Force you to set measurable goals , And be realistically aligned with business objectives
in addition to ,OKR Practical implications for providing people with the purpose of their work within the organization *️, Align their performance with overall business objectives , It's very useful .

How to use OKR As the leadership framework of the marketing department
The image above shows a typical G-STIC frame , Used to drive strategic decisions at the organizational level . because OKR Monitoring and adjustment KPI Basic tools for , So the most fundamental thing is your OKR Be fully linked to the overall business objectives . This is the reason why the business is completely consistent in the end therefore ,OKR It's a good way , You can see if there is any progress in achieving the business objectives , Or whether there are problems in the overall strategy or implementation .

2 – How to set up OKR
In the use of OKR when , You need two important things ：

A list of data inputs , You will get your indicators from there 🧪
A document to track and report on all key performance indicators
Select data entry
Data entry usually consists of different systems or methods , To regularly check some indicators , The best thing to do is to choose the most accurate data input possible . in other words , Data input is digital , Having accurate numbers or marks , Show your level of implementation of the plan .
Some examples of data entry are ：

CRM System （Salesforce、Hubspot、Microsoft Dynamics、Pipedrive etc. ）
ERP System （ for example ,SAP）
social media ： All platforms （LinkedIn、Twitter、Facebook、 Microblogging 、 WeChat 、 Trill etc. ） All provide their own tools , And there is a certain comprehensive report
PR company – Some companies offer portals with reports , Some companies just send you email reports
Independent marketing tools （ Such as SurveyMonkey、MailChimp etc. ）.
Any other data input , Even the most basic or need you to do research ; As long as they're what you track KPI Provides an indicator .
These different data inputs and systems ,️ Most of them provide comprehensive reporting tools and dashboards , You can summarize different indicators , So you can see more data in one place . However , It is almost inevitable that leaders will eventually use different systems and data inputs , They cannot be placed on the same platform （ for example ,Salesforce + SAP）. therefore , You always need to find a way to aggregate and unify your metrics . Fortunately, , All these systems usually provide API, Their data can be easily aggregated in one place . Some examples are ：

Google data studio
Power BI
Remember that the ultimate job of a growth leader is to know how to pull out the right KPIs , And put them together , To work with their team to make informed decisions 🧐

According to my experience , I suggest going further , Put them in a homogenous way where you will use OKR In the same file .

This is very easy to do , Because most tools today are SaaS, Such as Tita Of OKR, So run on a website , Provides you with direct links to specific dashboards 、 Reports and even indicators . for example , You can start your Hubspot Information about sales eligibility （SQL） Number of views to get a direct web link , And paste the link into the SQL Of OKR side .

Record OKR And their indicators
OKR There are many different ways to record . However , Every OKR Every file should have a target （ Things to achieve ） And key results （ Specific indicators of success ） A list of .

Record OKRs The basic rule of is

Every OKR Each group has its own list of goals （O1, O2, …）, Each group can have one or more goals （O）.
A goal is a general goal that needs to be achieved , But no timestamp , There is no quantification .
Each goal can have one or more key results （kr）.
Each key result is unique , And measure a very quantifiable and specific thing . The key result can be numbers （0-N）, Binary system （ Yes or no ） Or percentage of achievement （0%-100%）.
OKR Can be grouped , To represent a business unit 、 A team or a functional department （ for example , Content marketing 、 Digital advertising 、 User access, etc ）.
Additional tips → stay “ result “ Add an extra column later , So you can insert a direct link to the number you measure / Data input of results （ System ） It's about .
How to use OKR As the leadership framework of the marketing department
3 – Use OKR To measure marketing performance
Use in marketing OKR Very good , There are three main reasons ：

Goals can be grouped by subfunction ： Content 、 Cue generation 、 Brand and communication , wait
Keep the marketing department accurate and consistent with the overall business objectives , Just like traditional sales and products
Measuring return on investment , To accurately predict the future marketing budget , Consistent with business growth goals
How to use OKR As the leadership framework of the marketing department
In the example above , There are several important things to describe ：

This particular format first shows the overall marketing OKR（ In the table above , yellow ）, Then for each subfunction OKR.
For each subfunction OKR With the overall marketing OKR bring into correspondence with . for example ,Inbound Growth The team / The manager must achieve 350 individual MQLs, This helps to achieve the first overall goal of the entire marketing team ：” Increase sales ”.
The time range can be annual 、 quarter 、 monthly , wait . Usually , The company will deliver the annual plan ,OKR Divided into four quarters , This makes monitoring and adjustment more flexible . However , The most fundamental thing is , marketing OKR want 100% Be consistent with the overall business objectives , To align with other business critical functions such as sales and products . This is the only way for the company to build a successful marketing organization .

besides , Just make sure that OKR Files are very easy to access and update by your team members , This is the key to true cooperation and transparency of the entire organization , It is recommended to use Tita Of OKR Online tool tracking OKR The progress of the .

4 – take OKR Expand to personnel growth
Even though OKR It is the perfect tool designed to measure performance , But it can also be used as a magical tool to lead teams and individuals. One of the main ingredients of great leadership is knowing how to make individuals grow professionally .

A great leader must provide five things for the team ：

A clear vision
A set of goals that are completely consistent with the business
A framework for measuring these goals （ The border ）
free
Accountability
These sound good , But the individual pursues personal and professional growth within the organization , The task of leaders is to ensure that they can grow in some way , So that their growth can support the needs of the organization ! Have you heard of the growing pains ？ They just don't lead well , The growth pace of the company and employees is inconsistent .

A person who successfully supports your employees and ensures that they grow at the same speed as the enterprise （ Proven ） The method is in OKR Include their career development goals in the document （ See the example below ）

How to use OKR As the leadership framework of the marketing department
5- How to monitor and follow up OKR
OKR And indicators themselves do not provide any business value , Unless they are used to make informed decisions and guide implementation to the right （ Select the ） Direction .

For this reason , There is a periodic review OKR Our forum is very important , And make conclusions and decisions according to the situation that the indicators tell you .

Here are a few things about follow-up OKR Best practices for ：

quarter OKR Alignment with overall business objectives → Review overall business objectives ; Check that they are compatible with OKR Correct and consistent
Monthly CXO High level meetings → review OKR, Emphasize bottlenecks , Revalidate strategic decisions , Review the overall plan
Functional teams review on a weekly basis OKR → Each team （ product 、 market 、 Sales, etc ） Weekly Review OKR, Decompose it into operable indicators , And guide the execution of tactics .
Conclusion
OKR It's a flexible 、 Operable KPI Tracking and growth leadership framework . There are many other tracks KPI And how to set strategic goals , This is just a method that has been proved to be effective for many growth organizations .
OKR Flexible enough , Allows you to lead organizations of any size ： A team 、 A business unit or an entire company ; And people at the personal level .
The overall goal setting is the foundation of a healthy growth organization . Remember to start at the top , Then always map them with specific KPIs to your OKR In the frame . This is the key to the success of leading a growth organization .
Continuous monitoring and improvement is the key to experimental growth . Make sure KPI Tracking and strategic adjustments are part of your organization's ongoing development .
How to use OKR As the leadership framework of the marketing department

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You are a human resources professional or enterprise CEO, Looking for a OKR And performance management systems to help you simplify or change your processes ？ Then we are here to serve you .

Because in Tita, We focus on bringing together all the tools you need , Let everyone work better , That's why Tita The platform will focus on performance management and recognition and reward — Including objectives and OKR、 feedback 、 dialogue 、 recognition 、 incentive 、 Assessment, etc – Include a simple 、 Easy to use platform .

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