OKR Examples for Chief Marketing Officers

These general examples are intended to provide inspiration for those who want to set and develop good OKRs. Keep in mind that OKRs are primarily developed by you, over time, through the insights you make towards your goal and the feedback you get from your colleagues.
Welcome to us
Courtesy of Andy Dao
Read on to get an introduction to OKRs as a method, understand the responsibilities of a Chief Marketing Officer, and get inspired by OKR examples for CMOs that can be applied to your own company.

Who is the Chief Marketing Officer?

The CMO, short for Chief Marketing Officer, is head of marketing in the organization. This position oversees the development and execution of a company’s marketing and advertising initiatives. The CMO uses market research and analysis to direct marketing strategy and planning, oversees the production of all promotional materials and marketing campaigns, and reports marketing and sales results to senior executives. The role of the CMO varies depending on the industry and the size of the company, but their primary responsibility is to manage the brand’s image, lead marketing campaigns, and optimize the company’s market performance. The CMO may also be in charge of new business development, product development, and distribution channel management. The CMO is a senior role, often working alongside the CEO, COO, and other top executives. In a typical organizational setup, various marketing teams, such as content, digital marketing, PR, and brand management, report to the CMO.

Meaningful change for CMOs

OKRs are about creating results towards a meaningful change, so what could be some good examples of this? Here are some common areas we’ve found:
  • Improving brand recognition and reputation
  • Increasing customer engagement and loyalty
  • Optimizing marketing campaign effectiveness
Useful metrics of meaningful change include:
  • Brand awareness and brand sentiment
  • Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLTV)
  • Return on Marketing Investment (ROMI)
  • Website traffic and engagement metrics
Of course, there are many other metrics for this role, but the above are some good examples of metrics that signal meaningful change and hence make out a good starting point for developing OKRs.

Setting OKRs for CMOs

When you set out to create a role-specific OKR, knowing what the role is responsible for driving for the company as well as how that meaningful change is measured is a good starting point. Hence the two previous headlines. But you need something more. You need a current state. Think about the current state of things, from the perspective of your role + the company. Ask yourself – what brings business value? We use the OKR Canvas as it lets you list the impact that you see you can achieve during the coming period, but also the blockers that are plausible and that you need to address. Sometimes, the impact is to remove a blocker. Check out the OKR Canvas to learn more.

OKR Examples for Chief Marketing Officers

As stated above, OKRs should be used to drive meaningful change. Here comes a set of examples, with a corresponding introduction to the underlying reasoning behind the OKR (developed with the OKR Canvas):
Background: The last quarter has shown a stagnation in customer acquisition and brand engagement. The company’s CEO has asked the executive team to discuss strategies to boost growth. The team performs an OKR Canvas workshop and concludes that there are opportunities for improving brand awareness and optimizing marketing campaigns. The team sees a potential in focusing on both customer engagement and lead generation and assigns the following OKR to the CMO to drive:
Customer engagement and brand awareness have significantly improved through combining the two.
Increase social media engagement by 30%
Achieve a 20% increase in new customer acquisition
Improve brand sentiment score by 15%
Background: Over the past year, the company has launched several new products, but the response from the market has been tepid. After a thorough market analysis, the team has found that the company’s products are not reaching their target audience effectively. The CMO is given the following OKR:
Product reach and visibility have significantly improved in the target markets.
Increase product-specific website traffic by 25%
Execute 5 targeted marketing campaigns with a conversion rate of at least 15%
Achieve a 20% increase in product inquiries and/or demos
Remember that OKRs are not a one-size-fits-all solution. Your OKRs should be tailored to the specific needs of your company and marketing strategy. They should also be reviewed and updated regularly to ensure they are driving the desired outcomes.

Ready to set your own OKR?

Get access to your own demo environment with Vision, Focus Areas, over 50 roles and OKRs.

Explore more OKR examples

Book a call with one of our OKR Experts to learn more

Tired of just reading about OKRs? Ready to take some action? Do yourself and your team a favour and book yourself an expert call via our booking calendar below.

Try out our tool today

Fill out the information below and we will send you a welcome email with instructions on how to get started with our OKR Software.