Show marketing impact.

The best VPs of Marketing set effective goals & proactively communicate progress against them (even when you're the only marketer!). Your and your team's ability to do your job well depends on your bringing your CEO, finance, and broader go-to-market teams along with you. If you communicate well while hitting results, your budget and capacity will expand and you'll have lots of leeway to make decisions. Communicate poorly and even successful efforts may face skepticism, pushback, and budget constraints.

Regular OKR reporting improves results and helps marketing execute. By proactively setting goals and communicating progress against those goals you ensure end-to-end alignment with leadership and the broader GTM organization. We recommend weekly or monthly OKR reporting where you re-enforce pre-agreed upon goals of what success looks like and proactively highlights both progress, setbacks, and decisions or actions being taken. This will create buy-in and alignment, build trust that'll help your team execute more smoothly, and let you surface or discuss issues early avoiding unpleasant downstream surprises.

Daydream makes OKR reporting painless — and lets you focus on marketing strategy & execution, instead of data drudgery. Daydream lets you generate OKR reports in a single click and communicate with leadership, other marketers, and the broader go-to-market team inline. Quickly self-serve insights and answers without being dependent on your data or engineering teams, or reference past reports and conversations.

Brought to you by Kevan Lee, the co-founder of Bonfire, and 3X VP Marketing at companies like Oyster HR & Buffer.

Why is this template helpful?

Good OKR reporting can be the difference between your success or failure as a Marketing Leader:

1. Build trust by showing marketing impact. Create visibility around the ROI of your company's marketing investment, and the impact of your team's efforts.

2. Improve marketing execution and results. Improve coordination across the go-to-market organization & create trust that will make resourcing and decision making easier.

3. Align marketing, sales, and finance. Keep everyone on the same page and aligned around investments and important decisions.

4. Take the pain out of reporting. Generate your OKR reports in a single click and easily self-serve answers when questions arise.

What's included?

Get the live, up-to-date metrics and reports you need to run recurring marketing reporting.

Generally speaking, OKR reporting will include 2-4 Objectives (which may be high level non-quantitative goals). each of which will have 2-4 Key Results (quantitative quals that indicate you're on pace to hit the overall objective). The specific metrics you choose are fully customizable to the needs of your specific business (generated from our rich marketing metrics library).

Kevan recommends having the following categories of OKRs.

OKR #1: Growth

Recommend 2-3 of the following

• Pipeline generated

• Pipeline coverage

• Closed won

• New leads

• New customers

• Form fills

• Etc.

OKR #2: Efficiency

• LTV/ CAC

• Paid CPA

• Gross Margin

• Etc.

OKR #3: Competitive

1. Win Rate vs. Competition

2. Monthly Direct Google Searches

3. Brand Awareness

4. Etc.

OKR #4: Team

1. Employee NPS

2. Hiring

3. Monthly Spend vs. Budget

4. Etc.

We'll work together to get you set up with the right, best-practice metrics for your company-type and scale.

Why use Daydream?

Daydream is the BI tool built for Founders, Execs, & Ops.

For Marketing Executives and Founders:

1. Fast set up without data work. Connect to all of your tools in a click and get best-practice metrics.

2. Connect marketing efforts with sales, success, & product. Bring together all your teams and tools in one place.

3. Make reporting a breeze. Generate written reports in 1 click so you can focus on executing.

4. Support a culture of learning & executing quickly. Built for collaboration & async workflows with your full team that helps you quickly generate and act on insights.

5. Intuitive and self-serve: Feels like a doc meets a spreadsheet.