The VP of Growth owns the growth strategy across demand gen, brand, product marketing, and the marketing→sales motion. Strong OKRs here avoid vanity metrics and prove impact on pipeline and revenue outcomes.
What are good VP of Growth Goals?
Build your OKRs around initiatives like:
Marketing lead + pipeline contribution
Brand recognition and category positioning
Sales-readiness (collateral, enablement, velocity)
New channel discovery and growth levers
OKR Example 1: Lead Generation
Objective: Drive qualified leads for the sales team.
Key Results:
Drive 600 sales-accepted leads (SALs) this quarter.
Drive 10% of SALs from new channels (e.g., events, partners, communities).
Key Initiative: Improve lead quality by increasing MQL→SQL conversion rate (e.g., 18% → 24%).
OKR Example 2: Brand Awareness
Objective: Become the most recognized brand in our industry.
Key Results:
Generate 40 press mentions via contributed content and PR.
Advertise in 6 trade publications and newsletters.
Key Initiative: Run 8 partner marketing programs to reach new audiences.
OKR Example 3: Scale Capacity
Objective: Build capacity to scale.
Key Results:
Book 120 meetings from organic channels (SEO, community, referrals).
Drive 1,800 top-of-funnel leads via content promotion.
Key Initiative: Establish a referral program that drives 150 new leads in-period.
OKR Example 4: Sales Enablement
Objective: Arm the sales team with “wow-worthy” collateral.
Key Results:
Deliver 12 pieces of sales-accepted collateral (one-pagers, decks, case studies).
Ensure collateral is used in 70% of sales conversations (tracked via CRM).
Key Initiative: Refresh messaging/positioning across 25 core assets.
OKR Example 5: Funnel Mechanics
Objective: Improve funnel mechanics to deliver 350 sales-ready leads.
Key Results:
Increase conversion rate at 3 of 4 key sales stages (e.g., MQL→SQL, SQL→SAO, SAO→Closed Won).
Key Initiative: Audit prospect touchpoints end-to-end and fix the top 3 drop-offs.
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FAQs
What’s a good mix of pipeline vs brand OKRs?
How do I avoid vanity metrics in Growth OKRs?
Should my KRs include inputs like emails sent?
How often should Growth OKRs be reviewed?
How do I align with Sales without turning OKRs into quota?
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