A year in review exercise can help align our short term objectives with our long term vision. A worthy goal for business leaders.
Why is setting OKRs so hard for marketers?
Setting OKRs is challenging for marketers because our goals often rely on outcomes outside of marketing. We need to collaborate with other teams to create objectives. And isolate marketing attribution in creating our key results.
Marketing portfolio growth sometimes means saying no
For our marketing portfolio, stepping back to grow, is about taking a periodic look at our business with a critical eye to make tough decisions. Growth isn’t only about what you decide to do. It can be about what you decide to let go of or step away from.
Do we seek data insight questions or answers?
When we are looking for business insights that are answers we often have some hypothesis or at least an idea in mind when we look at it. If instead, we look a little deeper and uncover data insight questions we are challenging it. Both approaches can be valuable for marketers.
Marketing OKRs steer strategy towards the future
Marketing OKRs are a simple and effective way for companies to state and track their goals. We can then plan programs and drive initiatives towards achieving the key results. As a strategy tool, it then can steer where we put our energy. What campaigns we will run. How we spend our budget.
Strategy and Tactics aren’t in competition
Being a strategic thinker, I’ve always loved the story that described the difference between leadership and management by using a metaphor of a team fighting their way through the jungle. Where the manager uses tactics to enable the team and the leader uses strategy to set the direction. In truth you need both.
