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VP of Growth Goals and OKRs

September 11, 2023

The VP of Growth is responsible for the overall marketing growth strategy, management, and planning. Their world is comprised of digital marketing, communications, programs, product marketing, PLG, and more. That’s why it’s important that the VP of growth sets goals that set the stage for the rest of the growth marketing (or demand generation) department.

What are good VP of Growth Goals?

As you set up your VP of growth goals it’s great to build them around initiatives such as:

  • Marketing program expansion
  • Digital lead generation
  • Traffic and branding awareness
  • Communication and press strategy

VP of Growth Goal and OKR Examples

VP of Growth Goal Examples for Lead Generation

Objective: Improve end-to-end sales process to improve closing rate

Key Results: 

  • Execute 6 targeted lead campaigns by Q1
  • Acquire 950 new MQLs for sales by Q1
  • Drive $10M in marketing-generated pipeline by Q1
  • Create 4 top of funnel collateral for sales by end of Q1 

VP of Growth Goal Examples for Product-Led Growth (PLG)

Objective: Drive best-in-class engagement with product to drive business

Key Results: 

  • Increase daily active users from 102K to 135K
  • Increase sales prospects by 250% through product action-oriented triggers and notifications
  • Drive $25M in pipeline generated through freemium product

VP of Growth OKR Example for Brand Awareness and Corporate Communications

Objective: Elevate the company brand to increase awareness and engagement to ultimately increase trial sign ups

Key Results: 

  • Create unified communications calendar across content, social and press to increase trial sign ups 25% QoQ
  • Increase media placements QoQ from 5 to 10
  • Optimize blog to rank for 5 specific search terms to increase organic traffic by 25% QoQ

VP of Growth Goals for Web Traffic

Objective: Strengthen brand as leader in space to increase monthly website visitors

Key Results:

  • Secure 2 industry influencers for branding campaign
  • Grow social media followers from 50,000 to 75,000
  • Boost NPS score from 7 to 8
  • Increase enterprise customer video testimonials from 5 to 7 QoQ

VP of Growth Goals for Revenue Generation

Objective: Achieve record-breaking marketing engagement to increase paying customers 

Key Results: 

  • Increase monthly website visitors from 800,000 to 1.2 million
  • Increase monthly trial signups from 2,000 to 3,000
  • Increase monthly conversion of new paid customers from 200 to 300
Ronny Cheng

By Ronny Cheng

Ronny Cheng is a digital marketing consultant helps businesses of all sizes build high-performing digital marketing strategies that drive revenue.

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