This document summarizes a presentation on using data and OKRs (Objectives and Key Results) to create alignment across marketing, product, and sales teams. The presentation discusses how OKRs can help set measurable goals and connect daily work to longer-term plans. It provides an example of a football club that increased engagement by setting OKRs around ticket and membership sales. The presentation also encourages attendees to discuss how data and OKRs could help their own teams and companies work together more effectively.

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Joining the Dots
Data-Driven Marketing Meetup
Wednesday 23rd March 2016
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Nicole Williams
Marketing Manager - SilverStripe
Podcaster and blogger -
TechMarketer.org
@TechMarktr

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Joining the Dots
Using data to create buy-in, greater
collaboration and strategic alignment
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Joining the dots
Our
Team

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Joining the dots
Team 2
T3
Our
Team
Team 3 Team 4

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Joining the dots
Team 2
T3
Our
Team
Team 3 Team 4
Our Mission

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Data is not knowledge

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Accessible & meaningful
https://twitter.com/elementdigi/status/709273048076005376

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OKR
Framework

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OKRs: Objectives and Key Results
● Pioneered by Intel
● Used by Google, Linkedin, Zynga
● Quarterly goals linked to 1- 5 year plans
“[OKRs] are a tool for motivating and aligning people to
work together. They increase transparency, accountability
and empowerment." ~ Angus Davis, CEO, Swipely

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OKRs: Objectives and Key Results
● Company sets overall OKRs
● Each team decides their own OKRs, ownership
and creativity encouraged
● Transparent, public across company
● Teams share common company OKRs
● Measureable and impact focused

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Example: Phoenix Football Club
Make the Nix the most loved sports team in NZ
● Quarter 1:
○ Objective: Increase engagement from local community
○ Key Result: Increase ticket sales by 30%
○ Key Result: Increase annual membership sales by 25%
○ Key Result: Increase fan satisfaction to 6.8 NPS

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Why has this helped?
● Knowing the most important things to track
● Connects day-to-day with bigger picture
● Provides common goals across teams

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1. Within our team

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Why are we doing this?
What will change if we are successful?

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SilverStripe OKRs
Displace WordPress in the UK/Europe
● Objective: UK open source interest is accelerating
○ Key Result: X newcomers have completed 6-8 hours of
SilverStripe learning
○ Key Result: X partners have been signed up
○ Key Result: X new UK based sites are profiled on our
showcase section

18. No clear start point
No expectation of
outcome
25% Conversion

19. Spelled out what
lessons would provide
Created a 1-hour series
75% Conversion

20. Low-fi wins.

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2. Between teams
Product
Marketing
Sales

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Marketing = Helping others succeed

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It’s not just about warm fuzzies

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Post-it sales wall

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3. Getting buy-in

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Your audience isn’t
always outside your company

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Joining the dots
Sales Product
Our Mission
Marketing
OKRs

28. US Fortune 1,000 companies
34 marketing directors
at board executive level
That’s 3.4%
http://istart.com.au/news-items/board-level-marketers-must-embrace-data-technology-and-finance/

29. Weekly podcast and blog
www.TechMarketer.org
Twitter: @EnvyCollect /
@TechMarktr