CEO: “I need Marketing’s help in supporting other GTM areas like Outbound Sales and Channel Partnerships.”
Me: “Agreed, that’s in our plan.”
CEO: “Great. What % of your time will be focused on each?”
Me: “Let me get back to you on that this week.” Thinking in my head, “😳 I haven’t measured that before…”
Here’s how I came back & answered that question. Plus see my actual %s for each:
Take each KR in my OKRs and
1️⃣ Give it an effort rating (3=High, 2=Medium, 1=Low)
2️⃣ Then distribute 10 points among Inbound, Outbound, & Channel.
E.g. 6 to inbound, 3 to outbound, 1 to channel.
Use the points system b/c one initiative may help multiple parts of GTM.
3️⃣ Multiply effort X points to get effort-weighted points for each KR
4️⃣ Do this for every KR and sum up the effort-weighted points for Inbound, Outbound, & Channel.
5️⃣ Get the % of total for each item. E.g. Inbound is 52% of the total effort-weighted points.
➡️ Now go share how much of Marketing’s time is spent generating inbound, supporting Outbound, and supporting Channel.
Here’s a partial example:
My last post talked about 1 of my 5 OKRs. I’ll show you how I gave points to them.
🚀 Key Result (KR) 1: Launch X groups of ads on LI/FB (integration-specific ads & educational ads). Quant: Reach X people in our target audience. Maintain a X%+ CTR from LI ads. Direct traffic to high-intent pages (home page, pricing page, demo page, customer stories, etc) increases by X%+.
➡️ Effort: 3. Points to Inbound: 6, Points to Outbound: 3, Points to Channel: 1
🎯 KR2: Implement & adopt metadata.io’s Metamatch to make our ads even more targeted to our ICP, esp. on FB
➡️ Effort: 2. Points to Inbound: 8, Points to Outbound: 1, Points to Channel: 1
✍️ KR3: Grow social engagement: employees & corporate posting regularly. Engagement rate: LI – X% QoQ, TW – X% QoQ. X total posts by ZT employees.
➡️ Effort: 3. Points to Inbound: 6, Points to Outbound: 3, Points to Channel: 1
📣 KR4: Zingtree folks get on X podcasts for free
➡️ Effort: 3. Points to Inbound: 8, Points to Outbound: 1, Points to Channel: 1
I did that for all of the OKRs. In the end for the effort-weighted points, I got:
52% Inbound, 24% Outbound, 24% Channel.
What do you think are ideal effort-weighted point % ratios?
Think you can apply this for your personal or team OKRs?