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How To Set Data OKRs: An Overview

With Ready To Use OKR Examples, Templates & More.

Hey there,

Market research & data teams are different from the teams you find in SaaS, Tech Platforms, and IT Outsourcing businesses.

Why ? Data is tangible, measurable, and its quality can be analyzed.

Good news: Setting goals/OKRs for the market research team is doable. 

Bad news: Data decays with time. Not all intel comes from one tool. Not all intel gets refreshed at the same time.

Setting OKRs for the market research team is trackable, and contributes to building a healthy pipeline for the entire sales organization. 

Market research team’s OKRs are set around account coverage, accuracy, and intelligence signals that one can capture.  

Best sales teams have super duper account coverage. Every buyer and influencer is brought to the database, through third party tools or manual. It is doable if the team puts efforts.

Segmentation accuracy depends on filters such as technology used, employee count, revenue or other filters. This is where one has to be very focused. 

Segmentation can be used for positioning/messaging, market size for specific products, and to decide marketing budgets. Hence, never never miss OKRs on this one.

 

 

Intelligence is tricky. Tough to set OKRs on it. Intel such as funding news, new hires, recent and relevant information on prospects.  

Oceanfrogs has used templates from Fitbots to build OKRs for the data team.

Two quick examples to prove that it is doable and can fit in your busy schedule:

 

OKR Examples 

Objective On Account Coverage:
To cover every best fit account with all the decision makers
 
Key Result 1:
# of accounts with 4 buyers should increase from 8000 to 11000.
 
Refer to this OKR template to view initiatives for Objective on account coverage.
 
Objective On Segmentation Accuracy:
To build the most accurate data for filters that matter
 
Key Result 2:
# of accounts with the designation ‘Demand Generation’ should increase from 400 to 600.
 
Refer to this OKR template to view initiatives for Objective on accuracy.

Specific OKRs/goals are must for market research teams. Such a tangible thing sitting as the first step towards making sales operations robust. We should grab its both ends because it is not dependent on external factors.

It takes more than a quarter for new teams to get going on OKRs. Once you have set OKRs, your pipeline will be full of good data. Leads will come in due to the efforts and investment you made.