Leadership · Scale-up

OKR-to-Campaign Alignment

This framework ensures every marketing campaign directly serves a company or team OKR (Objective and Key Result). It prevents the common problem of marketing teams running campaigns that generate activity but don't move business outcomes. By mapping each campaign to specific Key Results, you create accountability and make it easy to demonstrate marketing's contribution to the business.

When to use this framework

→Marketing campaigns feel disconnected from business objectives
→Leadership asks 'What did marketing contribute to revenue this quarter?'
→Your team runs campaigns without clear success metrics tied to business outcomes
→You need to prioritise campaigns and kill projects that don't align with OKRs
→You're building your quarterly marketing plan and need strategic alignment

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Worked Example

Loom (video messaging, hypothetical Q3 plan)

1. Company / Team OKR

Objective

The qualitative goal. What are you trying to achieve? Ambitious, inspiring, time-bound.

Make Loom the default tool for async communication in product and engineering teams.

Key Result 1

Measurable outcome. Must be quantifiable with a target and deadline.

Grow weekly active creators from 500K to 800K by end of Q3.

Key Result 2

Second measurable outcome.

Increase enterprise accounts (100+ seats) from 200 to 400 by end of Q3.

Key Result 3

Third measurable outcome.

Improve Day-30 retention for new signups from 25% to 35%.

2. Campaign 1

Campaign Name

Give the campaign a clear name.

Product-Led Growth: 'Your First Loom' onboarding campaign

Linked Key Result(s)

Which KR(s) does this campaign directly serve?

KR1 (weekly active creators) and KR3 (Day-30 retention). Better onboarding → more users create their first video → more become active creators → better retention.

Target Contribution

What specific contribution will this campaign make to the KR? Be quantitative.

Increase Day-1 first video creation rate from 30% to 50% (contributing ~100K additional active creators). Improve Day-30 retention by 5 percentage points through better activation.

Campaign Budget

Budget allocated.

50000

Timeline

Start and end dates.

Q3 2026 (July-September)

3. Campaign 2

Campaign Name

Give the campaign a clear name.

Enterprise ABM: 'Async-First Workplace' campaign

Linked Key Result(s)

Which KR(s) does this campaign serve?

KR2 (enterprise accounts). Directly targets enterprise expansion through account-based marketing.

Target Contribution

Quantitative contribution to KR.

Generate 300 enterprise opportunities. Target: close 100 new enterprise accounts (100+ seats) at average $15K ACV.

Campaign Budget

Budget.

150000

Timeline

Start and end dates.

Q3 2026 (July-September)

4. Alignment Check

Total Campaign Budget

Sum of campaign budgets.

—

Coverage Gaps

Are any Key Results not covered by campaigns? If so, you have a gap in your plan.

KR1 is covered by Campaign 1 (onboarding) but could also benefit from a viral/referral campaign to drive top-of-funnel creator signups. Consider adding a lightweight 'Invite your team' viral loop feature as a supporting initiative.

Kill List

What current campaigns or activities DON'T map to any KR? These should be stopped or deprioritised.

1. Monthly webinar series (low attendance, doesn't map to any KR — consuming 20 hours/month of content team time) 2. Twitter/X organic content (low engagement for our audience — product/eng teams are on LinkedIn and Reddit) 3. Conference sponsorships under $10K (too small for brand impact, not targeted enough for enterprise)

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