OKRs is a goal-setting framework: each Objective is an ambitious qualitative goal, supported by 2–5 Key Results that are specific, measurable, and time-bound. Good OKRs stretch teams without being demoralizing (hitting 70% of a stretch OKR is often better than 100% of a conservative one). In marketing, OKRs align the team on what outcomes matter — not just activity metrics. The failure mode: OKRs that measure activity (emails sent) instead of outcomes (qualified pipeline generated).
For example, a marketing OKR might be: Objective: Establish Cactus as the go-to resource for B2B startup marketing. Key Results: 5,000 organic monthly visitors by Q4, 200 newsletter subscribers, 3 inbound demo requests per week from organic content.
We set OKRs collaboratively with clients at the start of every engagement — it aligns our team and theirs on what success actually looks like.
Related Terms
Relevant Cactus Services
We implement OKRs (Objectives and Key Results) strategies for B2B tech startups every day. Book a free 30-minute call to get a concrete plan for your situation.
Book a free strategy call →Fractional CMO
A fractional CMO is a senior marketing executive who works with multiple companies on a part-time or contract basis — providing strategic leadership without the cost of a full-time hire.
Embedded Agency
An embedded agency model means the agency team functions as an extension of your internal marketing team — not a vendor, but a partner with deep context, shared Slack channels, and attendance in team standups.
Retainer
A retainer is a monthly fee paid to an agency or consultant for ongoing services — buying a defined scope of work or number of hours each month.
Performance Marketing
Performance marketing is any advertising model where payment is tied to measurable results — cost per lead, cost per acquisition, revenue share — rather than flat media fees.
KPIs (Key Performance Indicators)
KPIs are the specific metrics used to measure performance against business goals.
Marketing Attribution
Attribution is the process of assigning credit to marketing touchpoints that contributed to a conversion or sale.