Go To Market Team Goals and OKR Examples

September 12, 2023
digital marketer reviewing data to set goals and okrs

The Go-To-Market (GTM) team is the driving force behind a company’s strategy for bringing its products or services to market. In this context, defining clear and actionable GTM team goals is essential to steer efforts towards market success and sustained growth.

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

        Interested in seeing more go-to-market goals? Contact us and let us know.

        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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