The document provides examples of objectives and key results (OKRs) for different roles within a company. It includes OKRs for roles such as Head of Marketing, PR/AR, Product Marketing, Customer Acquisitions/Lead Generation, and Brand. The OKRs follow the five pillars of Goal Science: connected, supported, adaptable, progress-based, and aspirational. Each OKR example states the goal and how it will be measured, following the format of "I will [objective] as measured by [key result]." The document is intended to provide guidance for setting OKRs.

1. The BetterWorks OKR Examples
MARKETING

2. 2BetterWorks | hello@betterworks.com
In today’s fast-paced workplace, having an accurate measure of
progress towards your goals is critical for knowing what you’ve done,
how you’re doing and what you have to do next. Measurable OKRs
not only keep teams aligned and individuals accountable, but also
lead to higher performance within the company.
Think of this through the lens of fitness wearables: Fitbit users take
43% more steps than non-Fitbit users. Why? Turns out that just
making goal data and progress available to an individual and their
peers is motivational for doing more.
Different jobs call for vastly different types of goals, so we’ve
created specific OKR examples for major roles within Engineering.
At BetterWorks, we believe setting good OKRs is easy if you start
with the five Goal Science™ pillars: connected, supported, adaptable,
progress-based and aspirational. As you’ll see, the OKR examples we
provide follow these pillars to ensure that your team’s goals are on
the path to success.
To make these examples even more valuable, we’ve divided them
into two categories: objectives and key results. The examples are
not intended to be complete packages of objectives and key results.
Instead, you can choose which cross section of examples is best for
you, or simply use our examples as a guide as you begin setting OKRs.
Chairman of Kleiner Perkins (and BetterWorks board member), John
Doerr, believes that there are three words that make or break goals:
“as measured by”. So a simple rubric for good OKRs is as follows:
I will ________ as measured by ____________.

3. 3BetterWorks | hello@betterworks.com
Ensure that company meets
revenue goal
• Execute 5 targeted customer acquisition campaigns
• Generate $50M in pipeline by end of Q1
• Acquire 1000 qualified leads or customers by end of Q1
• Create and deliver collateral for specific verticals (e.g.
manufacturing or retail) by February 20
• Convene series of 3 meetings with head of sales by Feb 1,
and align on Q2 targets by end of Feb
Solidify brand and position as
market leader
• Ensure product 3.0’s GTM launch plan and deliverables are
executed by launch day
• Create a unified comms calendar across content, social,
press and launch activities by end of Q1
• Hire a new branding agency by end of Q1
• Set up 3 analyst briefings and manage analyst requests and
submissions by end of Q1
• Get 15 media placements and 10 speaking opportunities by
end of Q1
Head of Marketing
ROLE
GOAL AS MEASURED BY
Drive awareness through
PR activities
• Publish 20 press pieces by end of Q1
• Host 2 media dinners with key industry influencers by end of Q1
• Secure a speaking spot for our CEO at TED
• Place 20 bylines or contributed posts by Q1
• Reach out to 5 publications by end of Q1 about Series D round
on March 25th
PR / AR
ROLE
GOAL AS MEASURED BY

4. 4BetterWorks | hello@betterworks.com
Drive an epic launch for
product v3.0
• Get 10,000 page impressions/downloads within first month
of launch
• Ensure customers, partners and distributors have necessary
FAQs and training by Feb 15th
• Finalize messaging and competitive positioning by Jan 31st
• Secure pricing, discounting, legal and trademark approvals
by Jan 31st
• Enable sales and services team by creating demo videos,
datasheet and support marketing assets by Feb 15th
• Create one customer case study or 3 testimonials
supporting the product v3.0 value propositions by Feb 15th
Product Marketing
ROLE
GOAL AS MEASURED BY
Increase cadence and
improve quality of release
communications
• Announce new partnerships and minor-product releases each
month, rather than quarter
• Hold first ever “VIP” advanced-release webinar on March 9th
• Create a plan with program management on upcoming product
milestones by Jan 31st
• Hold bi-weekly release meetings for any employees interested, with
the first meeting happening Jan 22nd
• Reach out to 10 individuals from our top 10 accounts to prepare for
release process overhaul in Q2
• Establish a separate feedback process for beta customers by end of Q1
Maintain location in
Gartner Magic Quadrant
• Set up quarterly analyst briefings with top 10 analysts by end of Q1
• Feature an analyst from Gartner/Forrester alongside our CEO at the
company event on Feb 27th
• Apply submissions at 5 analyst summits by Feb 28th
• Provide all the product and technical information required for magic
quadrant submissions
• Host an internal training session on the best ways to leverage
analyst assets by Feb 28th
GOAL AS MEASURED BY

5. 5BetterWorks | hello@betterworks.com
Acquire 4500 leads (or signups)
by end of Q1
• Launch 3 targeted online campaigns to achieve 1000 leads by end of Q1
• Launch 4 new nurture and email marketing campaigns to achieve
500 leads by end of Q1
• Deliver 1000 leads through direct mail campaigns by end of Q1
• Maintain website mobile signups through SEO optimization to
deliver 1000 inbound leads by end of Q1
• Sponsor 3 events and host 10 user meetups to drive 1000 leads by
end of Q1
• Add 30,000 new contacts in marketing database by Jan 31st
Create a 2015 customer
acquisition plan
• Get budget approval from finance department by Feb 15th
• Finalize LTV/CALC values to scale cost per lead campaigns by Jan 21st
• Ensure lead scoring and criteria is in place along with software
infrastructure by Jan 21st
• Provide vendors with clear guidance on process, budgets, goals and
lead guarantees by Jan 31st
• Set up executive alignment kickoff meetings with Sales, Product and
Services departments by Feb 27th
• Create an acquisition model based on prior campaign performance
and conversion by Feb 15th
Customer Acquisitions / Lead Generation
ROLE
GOAL AS MEASURED BY

6. 6BetterWorks | hello@betterworks.com
Improve brand score in
North America
Support cross-functional
organizations and vendors
• Increase brand score by 5% from prior year by end of Q1
• Deploy an awareness survey in North America by Jan 31st
• Update tagline and company homepage to reflect new brand voice
and look with responsive design by end of Q1
• Evaluate 10 agencies and short listing 3 for the end of the year media
campaign by end of Q1
• Publish 20 blog posts and launch 3 Twitter contests by end of Q1
• Target 5 metros with offline campaigns including airport take-over,
billboards and taxi-top advertising by end of Q1
• Provide necessary design assets and editorials for 10 Tier 1, 20 Tier 2
and 30 Tier 3 projects by end of Q1
• Create brand guidelines for internal as well as for partner and
vendors by Feb 9th
• Hire 2 world class art directors and 3 producers by end of Q1
• Roll out new corporate video and brochure by end of Q1
• Provide necessary design and materials to support Q1 company
earnings call on Jan 27th
Brand
ROLE
GOAL AS MEASURED BY

7. 7BetterWorks | hello@betterworks.com
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999 Main Street, Redwood City CA 94063 | 844.438.2388 | hello@betterworks.com
Goal Science®
Thinking
About BetterWorks
The BetterWorks platform is designed for today’s workforce by applying
five Goal Science pillars, based on proven goal setting practices and
organizational research.
BetterWorks provides enterprise software to easily manage collaborative
goals and lightweight performance conversations. Its platform is built on
Goal Science insights and operational research to help high-performing
companies align and engage their teams, execute more effectively and
ultimately become more successful.
For more information, visit www.betterworks.com.
Connected Supported Progress-based Adaptable Aspirational