Go To Market Team Goals and OKR Examples

September 12, 2023

What are good go-to-market marketing goals?

As you set up your go-to-market team goals it’s great to build them around initiatives such as:

1. Market Expansion: Increase market share by launching products or services in two new geographic regions within the next year.
2. Revenue Growth: Achieve a 15% increase in annual revenue by acquiring and retaining high-value enterprise-level customers.
3. Lead Generation: Generate 1,000 high-quality leads per quarter to support the sales team’s efforts and fuel the sales pipeline.
4. Product Adoption: Increase the adoption rate of a recently launched software product by 25% among existing customers within six months.
5. Brand Awareness: Improve brand visibility and recognition by increasing website traffic by 30% and social media engagement by 20% over the next year.

Go-to-Market Team Goals Examples

Go-to-Market Team Goals and OKRs for Market Expansion

Objective: Expand the company’s presence into new geographic markets to drive revenue growth and capture untapped opportunities.

Key Results: 

• Complete thorough market research and segmentation analysis for the identified target regions, resulting in a detailed market entry strategy within the next three months.
• Successfully establish a presence in two new markets within the first half of the fiscal year, including securing necessary licenses and partnerships.
• Achieve a 20% increase in sales revenue within the new markets by the end of the fiscal year, compared to the previous year.
• Acquire a minimum of 50 new customers in each of the target markets within the first three quarters, demonstrating the effectiveness of the market expansion strategy.

Go-to-Market Team Goals for Revenue Growth

Objective: Drive substantial revenue growth to meet the company’s financial targets and establish a strong market position.

Key Results: 

• Increase the size of the sales pipeline by 30% within the first quarter, ensuring a healthy flow of potential opportunities.
• Acquire 100 new customers by the end of the fiscal year, with a focus on high-value accounts to drive revenue growth.
• Achieve a 25% increase in upsell and cross-sell revenue by identifying and capitalizing on existing customer opportunities.
• Raise the average revenue per customer by 15% through value-added services and product offerings by the end of the fiscal year.

Go-to-Market Team Goals for Lead Generation

Objective:Drive effective lead generation efforts to fill the sales pipeline with high-quality prospects and support revenue growth.

Key Results: 

• Generate a monthly average of 1,000 qualified leads within the first quarter to ensure a consistent flow of prospects.
• Increase the lead-to-opportunity conversion rate by 20% by implementing targeted nurturing campaigns and improved qualification processes within six months.
• Establish clear marketing attribution models and track the source of at least 80% of generated leads by the end of the fiscal year to optimize marketing investments.
• Achieve a 90% alignment between marketing-qualified leads (MQLs) and sales-accepted leads (SALs) by enhancing lead scoring criteria and improving communication between marketing and sales teams within the next two quarters.

Go-to-Market Team Goals and OKRs for Product Adoption

Objective:Increase product adoption and usage among existing customers to drive customer satisfaction and long-term loyalty.

Key Results: 

• Improve the user onboarding experience, resulting in a 15% increase in new customer activation within the first three months.
• Increase the utilization of advanced product features by 25% among existing customers over the next two quarters through targeted training and feature promotion.
• Develop and launch an interactive online training program for customers, resulting in a 20% increase in customer engagement with training materials within six months.
• Implement a process to gather and incorporate customer feedback into product development, leading to a 10% reduction in customer-reported issues and an increase in overall product satisfaction by the end of the fiscal year.

Go-to-Market Team Goals and OKRs for Brand Awareness

Objective:Enhance brand awareness to establish a strong market presence and drive brand recognition among target audiences.

Key Results: 

• Increase social media engagement metrics, including likes, shares, and comments, by 25% within the first quarter to boost brand visibility.
• Achieve a 20% increase in website traffic and a 15% rise in the average session duration by the end of the fiscal year through content optimization and SEO efforts.
• Expand the reach of content marketing efforts by securing placements in at least three industry-leading publications or websites within six months.
• Conduct a brand perception survey among target audiences and achieve a 10% improvement in brand recognition scores within the next two quarters.

Final Thoughts: Go-to-Market Goals and OKR Examples

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