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Everyday Speech Mission Control
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Department Level OKRs





Department:
🆒 - Marketing

Objective
Team
Key Result
Shared With
Progress
Current Status
Estimated End Date
Provide clarity in purchasing consideration to reduce page exits on pricing pages and cart abandonment
🚄 - Infrastructure
Deploy behavior analytics tool to test, measure, and optimize the website by August 31st, 2021
Green
Gained some initial learnings on current website that is informing our choices on the new one; however, we’ll need to redeploy on the new staging3 environment.
8/31/2021
Implement re-engagement touchpoints for quote follow-ups and recapturing cart abandonment by August 31st, 2021.
Red
Not yet started, waiting on new website deployment
8/31/2021
Deploy lead capture landing pages such as ‘Material Mix Monday Newsletter Sign-up’ to capture new leads by August 30th, 2021
Yellow
Designs and specs are done, holding in backlog until website dev resourcing opens up.
8/31/2021
Reduce page load speeds to 3s by January 31st, 2022 (currently 6.2s)
Yellow
Started with the new page designs, but will continue to implement fixes and tactics over time.
1/31/2022
Lower Q1 2022 cart abandonment rate to 50%
Yellow
Started with the new sign-up page, we’ll continue to optimize once website is launched
3/31/2022
Lower Q1 2022 pricing page exit rate to 65%
Yellow
Started with new website dev, we’ll continue to optimize once website is launched
3/31/2022
Create immediately accessible value to drive towards an active purchase consideration
🚄 - Infrastructure
Increase the number of items that contribute to our lead score by 100% by November 1st.
Yellow
Implemented new attribution tracking with HubSpot as part of the Quote Generator. We’ll be flushing out other identifiers once Google Tag Manager is implemented
11/1/2021
Average 1,000 new individuals with at least 3 scorable activities per month from September - December.
May need more parameters around this, are we talking HubSpot here?
12/31/2021
Restructure Goal Posters and Worksheet Creator resource via the website by the beginning of January 2022
Red
1/3/2022
Improve trial to paid conversion rates towards 50%
🚄 - Infrastructure
Build out initial connection between MixPanel and Iterable by February 2022
💻 - Product
Red
This will be most appropriate once we have an integrations engineer on board.
2/28/2022
Begin sending tailored emails based on SLP behavioral signals (from MixPanel) as part of the onboarding process by August 2022
💻 - Product
Red
8/8/2022
Have a user experience sync with Product, Sales, Customer Support, and Customer Success every month to discuss needs, questions, and concerns during a user’s first 30 days from July 2021 to August 2022
💁 - Support💻 - Product📈 - Customer Experience
8/31/2022
Increase discoverability with new educators looking for a SC and SEL solution via technical and non-technical SEO.
☎️ - Comms
Publish 4 pieces of SEO content/month for 3 straight months, starting in August.
Yellow
Brought down to 4 for now as Isabel ramps up; this is part of her 60 day plan
10/31/2021
Improve average position in organic SERP to top 5 positions (currently averaging 9.4) by the start of 2022.
Yellow
New SEO analysis has been done and implemented on new pages; we’re also looking to implement new analytic tools
1/3/2022
Increase traffic from organic SERPs by 10% YoY for each month of SY 21-22 [adjust once we have a baseline growth rate]
Red
Builds on top of our efforts above
6/30/2022
Refine GTM planning for the launch of new programs and initiatives
🚄 - Infrastructure
Document fundamental GTM planning steps for Everyday Speech and facilitate cross-departmental alignment on touchpoints and comms with planning and pre-launch meetings by August 31st, 2021
Red
8/31/2021
Grow web registration during the Back to School timeframe (August 1 - September 30) to 3,000 free trial sign-ups
Yellow
Back to School comms plan is in production.
9/30/2021
Generate 100 warm leads for the Sales team during the SEL Pilot Program GTM
Yellow
Currently working across teams to get this into the next phase
12/31/2021
Facilitate advocacy among our users and other key stakeholders in our purchasing ecosystem (parents, summer program professionals, para-therapists, low-income institutions etc)
🚄 - Infrastructure
Build out an evergreen referral/ambassador program by August 1st, 2022
💻 - Product📚 - Management💬 - Clinical
Yellow
Original specs and wireframe have been compiled, but need updating
8/1/2022

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