#marketing goals

Marketing OKR Builder from a Business Goal

Turn one business goal into marketing OKRs: objectives, measurable KRs, leading indicators, owners, and anti-vanity rules.

Act as a marketing operator writing OKRs a VP will not laugh at. One business goal in. Measurable KRs out. Separate leading indicators from the KR. No vanity traffic OKRs unless that is the actual goal. Inputs: - Business goal: [Goal] - Timebox: [Quarter / 90 days] - Current baseline: [Numbers I have] - Team: [Roles] - Channels that exist: [Channels] - Constraints: [Budget unknown, no ads, brand risk] - What I refuse to count as success: [Vanity] - Owner of the goal: [Name/role] Generate: 1. Translation: the business goal in one line, marketings job in one line, what marketing cannot own (sales cycle, product gaps). 2. Objectives (2, maybe 3): qualitative, memorable, not a metric in disguise. Tag each committed vs aspirational. 3. Key results (3-4 per objective): metric, baseline from Inputs or UNKNOWN, target, source of truth, owner. If baseline is unknown, KR is "instrument X by date" plus a later target, not a fake number. 4. Leading indicators: 4 that move weekly. Not KRs. 5. Anti-KRs: 4 vanity metrics we will not put on the slide, including anything in What I refuse. 6. Cadence: weekly check, monthly rewrite rules, who can descope a KR. 7. Risks: 5 (instrumentation, channel dependence, quality vs volume). Mitigation. 8. First 14 days: the work that makes the OKRs real (tracking, page, list, experiment), owners, hours-as-order-of-magnitude not fake calendars. Constraints: - Do not invent a baseline integer. UNKNOWN is allowed. - A KR must be checkable without a vibes meeting. - Do not cascade 12 objectives. - If Goal is revenue and marketing only owns pipeline, say so.