📄️ Introduction
Clear, measurable objectives are the foundation of a successful B2B marketing strategy. Putting them in place provide a lens to focus for tactics, campaigns and other marketing activities. The following section provides actionable best practices and introduces frameworks that add structure and measurability.
📄️ Objectives & Key Results
Objectives and Key Results (OKRs) is a goal-setting framework that combines a high-level Objective with a set of measurable Key Results. In practice, you set an ambitious objective (the outcome you want), and then 2–5 key results which are the specific metrics or milestones that indicate achievement of that objective. OKRs are typically used to align teams and ensure everyone is working toward measurable outcomes that matter.
📄️ Key Performance Indicators
Key Performance Indicators (KPIs) are the metrics you use to gauge progress toward your objectives. A KPI is a quantifiable metric that measures the performance or progress of a specific goal or business outcome. In other words, KPIs tell you if you’re hitting your targets or not.
📄️ Getting Prepared
Tying it together
📄️ Practical Guide
By following these steps, you create a cycle: set goals → track → adjust, which keeps your marketing strategy agile and goal-oriented.