Prioritizing Opportunities & Goal Setting

Lesson

11

Now that you’ve audited your marketing along your customer journey, and identified both new and optimization opportunities, it’s time to score your options and assess which are most likely to make an impact. This step is essential to eliminating marketers’ common “must do all the things” overwhelm.

We’ll also look at the Objectives & Key Results (OKR) framework to help you define and track your marketing goals and their outcomes. You’ll set ambitious, but not impossible, objectives for the upcoming quarter.

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Lesson Materials
Action Items
Additional Resources

Opportunity Scoring System [Google Doc]

Objectives & Key Results (OKR) Template [Google Doc]

Marketing OKR Examples [Link]

Prioritizing Opportunities & Goal Setting Lesson Slides [PDF]

This lesson doesn't include any additional materials.

  1. Assemble your customer journey gaps, your optimization opportunities, and your new opportunities in the first tab of your Opportunity Scoring System.
  2. Score each opportunity in the second tab of your Opportunity Scoring System. Each opportunity’s “ultimate score” will be based on its estimated impact, input and output time required, probability of success, and resources needed.
  3. Using the Objectives & Key Results (OKRs) Template, define 3 marketing Objectives for the upcoming quarter. These may be related to any type of work you’re doing ie. launching campaigns, strategic work (like what we’ve been doing in this course) or supporting other dept’s objectives.
  4. For each Objective above, identify 3-4 measurable Key Results. These KRs indicate that you’ve achieved your objective. These may be numeric, such as # of leads generated or can can simply show that something is done, such as campaign brief or plan.
  5. For each Key Result, identify 1 or 2 opportunities to focus on in the upcoming quarter.

This lesson doesn't include any additional action items.

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