{"id":15681,"date":"2022-11-08T23:21:17","date_gmt":"2022-11-08T23:21:17","guid":{"rendered":"https:\/\/userpilot.com\/blog\/product-marketing-okrs\/"},"modified":"2026-02-23T20:49:00","modified_gmt":"2026-02-23T20:49:00","slug":"product-marketing-okrs","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/product-marketing-okrs\/","title":{"rendered":"Product Marketing OKRs: How to Properly Measure Product Marketing Success"},"content":{"rendered":"

What are product marketing OKRs (Objectives & Key Results)?<\/strong><\/h2>\n

Product marketing OKRs (objectives and key results) are the goals you set for your product marketing efforts. They also include the progress milestones that measure if you’re on track to achieving them.<\/p>\n

\"okr<\/picture>
A diagram of the OKR framework.<\/figcaption><\/figure>\n

Product marketing OKRs vs KPIs<\/strong><\/h2>\n

There are two main performance frameworks in product marketing \u2013 OKRs and KPIs<\/a>.<\/p>\n

OKR<\/a> is a larger framework of objectives and goals that guides strategy. Meanwhile, a KPI<\/a> is a single metric that gives a reflection of performance in one area.<\/p>\n

KPI goals are the product of an existing process and are used to measure the success of that process. OKR goals differ in that they\u2019re more of a strategy itself, with the objective at the top, and their key results that measure progress.<\/p>\n

\"okr-examples-product-goals\"<\/picture><\/figure>\n

Why are OKRs important?<\/strong><\/h2>\n

OKRs are important in product marketing because of four reasons:<\/p>\n

Establish a solid foundation for the product marketing process<\/strong><\/h3>\n

Choosing what to focus on is one of the biggest challenges that OKRs solve for product marketing teams.<\/p>\n

They help guide your product marketing strategy<\/a> and help you break down larger business goals into clear-cut processes. They’re also designed to measure progress along the way. You can find opportunities to improve and pivot your strategy whenever needed.<\/p>\n

Bring the clarity for achieving a company-level goal<\/strong><\/h3>\n

OKRs are set company-wide, so the entire team is focused on a clearly defined common goal<\/a>. After the overall OKRs are set, individual departments then set their objectives and key results to achieve that bigger goal.<\/p>\n

Motivate your product marketing team<\/strong><\/h3>\n

Purpose and direction drive motivation. When your marketing team knows exactly what they’re doing and why<\/em> they feel motivated to be part of something bigger and face less resistance in their work.<\/p>\n

Controlled autonomy<\/strong><\/h3>\n

When you’ve successfully created an OKR strategy<\/a>, your goals are clear and updates are happening weekly.<\/p>\n

Progress is visible. You can see where your wins are and where help is needed.<\/p>\n

Different types of product marketing OKRs<\/strong><\/h2>\n

Four types of OKRs cater to different goals:<\/p>\n

Go-to-market OKRs<\/strong><\/h3>\n

Go-to-market OKRs are centered around positioning and marketing a product to the target market.<\/p>\n

Objectives include (but are not limited to):<\/p>\n