In a fast-changing environment where business processes are constantly evolving, a structured approach to goal-setting becomes essential for many companies. In our interview with Marina Yushchenko, CMO Brand at Already Media, we explore how the OKR methodology is implemented in marketing teams, how it balances ambitious yet achievable goals, and the advantages it brings to creative processes.
How does OKR help set priorities, track progress, and keep the team motivated? Stay with us to find out.
OKR in Details and Key Principles of Its Implementation
What is OKR and Why is This System a Perfect Fit for Marketing in Creative Teams?
OKR is a system that helps companies set ambitious yet measurable goals and track their progress. We chose this approach because it helps teams stay focused on key tasks and work toward clear results. In marketing, it’s especially important not just to complete tasks but to clearly understand the specific results we aim to achieve. OKR structures goals and provides visibility into progress at every stage.
OKR is more than just a goal-setting system—it’s a method that shifts the way work is perceived and keeps the team focused on results.
What key principles does your team follow when applying OKR?
The key principles we follow:
- Goals should be ambitious yet achievable.
- Key Results (KRs) must be measurable and clearly defined so the team can track progress.
- Transparency—every team member should understand how their work contributes to the overall success of the company and the team.
This helps us avoid chaos in tasks and stay focused on what matters most.
How do you set goals for a marketing team working on the Already Media brand?
The process starts with defining the company’s long-term strategic goals, which are then translated into more specific tasks for the marketing department. For example, one of our goals for 2024 was to make it to the shortlist of the EGR Power 50 Affiliates.
Next, we set clear OKRs. For instance, a key goal for Q3 2024 was: “Increase brand awareness of Already Media.” Within this goal, we identified the following key results (KRs):
- Increase website traffic by 30%
- Grow social media followers by 25%
- Publish five interviews featuring brand representatives
It’s important not to set more than three goals and four key results to ensure the team stays focused on priorities without spreading them too thin.
How OKR Benefits the Team
How does OKR help your team stay focused and organize work?
OKRs help us stay focused because we always know our top priorities. For detailed task planning and sprint management, we use Jira, which allows us to track progress and quickly adjust our strategy if something isn’t working. For example, if a specific method or campaign isn’t delivering the expected results, we can promptly reallocate resources or refine our approach.
We also follow the Scrum methodology, which provides a structured framework for planning and executing tasks within two-week sprints. Each sprint includes clearly defined tasks aligned with our OKR goals. At the end of every sprint, we hold retrospectives to analyze what worked well and what needs improvement. This helps us not only track progress but also continuously refine our approach for better efficiency and impact.
How are your team meetings structured, and what role do they play in the workflow?
Daily meetings – short daily check-ins lasting no more than 15 minutes. They help us quickly sync up on current tasks and discuss what’s going well and what needs attention.
Sprint planning – held every two weeks to define tasks for the upcoming sprint. These meetings usually last between 60 and 90 minutes, depending on the complexity of the planned work.
Retrospectives – conducted at the end of each sprint to assess successes and challenges faced during the process. We hold both internal retrospectives within our team and brand retrospectives involving other teams working on brand development. These meetings typically last around two hours and are often conducted online using tools like Miro for process visualization.
How does OKR impact team motivation and productivity?
OKR keeps the team focused on results rather than just the process. Every team member understands their goals and has the freedom to choose how to achieve them. This fosters a culture of trust and accountability, as everyone sees how their contributions impact the company’s success.
A key factor is that OKR performance is directly linked to financial bonuses, which motivates employees to reach their targets. For example, achieving 70-80% of the goals is considered a strong result and has a direct effect on motivation.
Pieces of Advice
What best practices would you recommend for companies beginning to implement OKR?
My recommendation is to start small. Implement OKRs at the team level first to avoid overwhelming the organization. Structure goals to be ambitious yet achievable and use tracking tools like Jira, Trello, or ClickUp to monitor progress. Regular meetings and retrospectives will help teams adjust their approach and stay aligned with changing priorities.
It’s also crucial to clearly communicate the purpose and benefits of OKRs to the team. People need to understand how this framework will help them work more effectively and achieve personal growth. Sharing successful case studies from companies like Google, LinkedIn, and Amazon can serve as a strong motivator. These examples demonstrate how a structured OKR approach drives significant results, strengthens team alignment, and keeps the organization moving in the right direction.
Conclusion
In this interview, we discussed how OKRs help Already Media’s marketing team set ambitious goals and achieve them efficiently. We covered how detailed planning, sprint-based task distribution, and the Scrum methodology keep the team focused on priorities. Regular meetings—daily stand-ups, sprint planning, and retrospectives—play a crucial role in tracking progress and adjusting strategies as needed.
Overall, OKRs enable Already Media to deliver strong results while staying flexible and adapting to changes, ensuring the effective execution of the company’s strategic goals.
