How we made OKR Mentors ready to scale and win clients

Helping companies achieve strategic clarity

On a strategic level, many organizations struggle with understanding what they are going to do and, more importantly, how they will do it. OKR Mentors is here to change that, helping businesses translate their long-term vision into actionable objectives and results.

They’ve been successfully guiding teams in optimizing their strategy for years. The demand was clearly there. However, most of OKR Mentors’ sales were coming in from their own network and while there was some traffic from social media channels, almost no leads booked a call through the website. The scattered tech setup with almost no search engine optimization wasn’t helping.

Something had to be done so the right audience - teams struggling with strategic clarity - could find OKR Mentors.  

Why the OKR framework?

The OKR (Objectives and Key Results) framework is a goal-setting and management methodology, widely recognized as a powerful tool for aligning teams and strategy. By defining clear objectives and achievable key results, organizations can focus on what truly matters and ensure everyone is moving in the same direction. 

OKR Mentors’ role is so important because they help organizations transform chaos and uncertainty into crystal-clear strategic focus. Apart from coaching, they also offer training and certification programs, empowering teams to implement OKRs effectively on their own. We use the OKR framework ourselves at SUM Digital - that’s why we were so excited to start this partnership.  

Laying the groundwork for long-term growth with HubSpot 

OKR Mentors was generating a significant amount of marketing leads. However, without a system in HubSpot to automatically vet these leads, the marketing team spent a lot of effort on manual vetting. Sales was also receiving a lot of unqualified leads and ultimately, this led to a disjointed marketing-to-sales process.

As a solution, we implemented a lead scoring system automatically vetting marketing leads based on three key pillars: 

• Firmographics (or ICP criteria)
• Demographics (or persona criteria)
• Marketing engagement (or behavioral criteria)

Now, the marketing team could fully focus on generating and nurturing high-quality leads to increase their readiness for sales, while sales could follow up on fully vetted, qualified leads and significantly increase the deal closing rate. 

Sell the problem, not the solution

After implementing lead scoring in HubSpot, we audited OKR Mentors’ current marketing setup, reviewing their competitors, website performance, ICP and target audiences. Our insights brought a radical shift of perspective.

They had been investing heavily in content around the keywords “OKRs” or “OKR setting”. But was that really what their ideal customers were searching for? What if many weren’t aware of the solution yet, only recognizing the problem - a lack of strategy execution?

We repositioned their strategy around the new keyword “strategy execution”, the foundation of their new playbook and funnel design.

The power of timing: lead nurturing and automation

Next item on the checklist: lead nurturing. OKR Mentors had some workflows set up in HubSpot. The problem was they were overlapping, resulting in leads being overwhelmed with multiple emails at once following no clear strategy.  

To solve this, we created a complex workflow that would send personalized emails to the right leads at the right time to move them seamlessly down the funnel. This workflow is customized to OKR Mentors’ rich resource page and aligned with their longer sales cycles. The educational emails offering value have proven successful and are now generating a significant amount of sales qualified leads.  

Next steps: funnel optimization, StoryBrand and CRO

Our growth journey continues as OKR Mentors rolls out a new campaign, at its center a tool developed internally with our help to assess a company’s strategy execution. For this campaign, we developed a new, even more complex funnel. A StoryBrand script created specifically for this opportunity ties the separate assets together to bring the audience into a story. 

For the future, our sights stay set on building, testing and optimizing so OKR Mentors can bring strategic clarity to more organizations worldwide while keeping cost per acquisition consistently low.