Brainforge Knowledge

luke-okrs-metrics

6 min read

Luke’s OKRs & Metrics - GTM Lead

Last Updated: 2026-02-20
Owner: Luke Scorziell
Role: GTM & Marketing Lead, Founding Ops Team

Core Philosophy

From Founding Ops Team Mission:

Deliver 20% faster and 20% better with each increment of growth, using a systems and AI-first mindset.

Luke’s Focus:

  • Own outcomes (MQLs, pipeline impact), not activities (profile views, engagement tiers)
  • Drive strategy (what to build, who to target), delegate execution (content creation, automation builds)
  • Use gut feel + conversations to prioritize, not 20+ sub-metrics

What Luke Owns (Tier 1 - Direct Accountability)

Primary Metric: MQL Volume & Quality

1. MQL Volume

  • Target: ≥30% of SQL pipeline comes from MQLs
  • Current BAU OKR: “≥30% of new SQL pipeline comes from MQLs”
  • Why this matters: Direct pipeline contribution; shows marketing is generating qualified demand
  • How to move it: Lead magnets, high-intent content, strategic outreach campaigns

2. MQL Quality

  • Target: ≥50% of MQLs match target ICP
  • Current Aspirational OKR: “≥50% of MQLs meet target ICP”
  • Why this matters: Quality over volume; right-fit customers close faster and stay longer
  • How to move it: Tighter targeting, better lead qualification, ICP-aligned messaging

3. High-Intent Actions

  • Target: ≥12 per week
  • Current BAU OKR: “≥12 high-intent ICP actions per week”
  • Definition: Lead magnet downloads, event signups, direct messages, meetings booked from marketing actions
  • Why this matters: Leading indicator for MQLs; shows demand is heating up
  • How to move it: Stronger CTAs, better lead magnets, targeted campaigns

What Ryan/Hannah Own (Tier 2 - Luke Coaches, They Execute)

Ryan’s Metrics (Content & Engagement)

Content Production:

  • Total content assets published
  • Content by awareness stage breakdown:
    • Problem Aware
    • Solution Aware
    • Service Aware
    • Partners
    • Personal/Thought Leadership

Engagement Execution:

  • Total Brainforge external engagement
  • Influencers engaged (Tier 1)
  • Commenters engaged (Tier 2)
  • Profile viewers engaged (Tier 3)

Visitor Metrics:

  • Profile views
  • Actions referencing content
  • Repeat engagers (2+ touches in 30 days)

Hannah’s Metrics (Lead Conversion & Events)

High-Intent Conversion:

  • Tracked links clicked
  • Lead magnet downloads
  • Event signups
  • Direct messages
  • Meetings booked from actions

Event Performance:

  • Event attendance
  • Event → SQL conversion

What Luke Does NOT Own (Off His Plate)

1. Pipeline Hygiene

  • Current AOR: “Keep pipeline clean and updated” - marked as “Lagging”
  • Luke’s take: “Not my strength at all”
  • Negotiation point: This should be RevOps or sales ops function, not GTM lead
  • Proposed owner: Rico (BizOps) or dedicated RevOps role

2. HubSpot/Automation Execution

  • Current AOR: “Automate workflows with Zapier/HubSpot”
  • Luke’s take: Strategy yes, execution no
  • Negotiation point: Luke defines what to automate, Ryan/Hannah or ops build it
  • Proposed split: Luke = strategy, Ryan/Hannah/ops = execution

3. Win/Loss Reviews (Quarterly, Not Weekly)

  • Current AOR: “Run win/loss reviews quarterly” - marked as “Lagging”
  • Luke’s take: “Haven’t been doing this - may need some support on it”
  • Negotiation point: Make this quarterly and co-own with Robert (not Luke solo)

Strategic Initiatives (What Luke Drives)

Q1 2026 Focus Areas

1. Omni/DBT/Snowflake Positioning Pivot

  • Bet: Specialize as best-in-class Omni implementers for mid-market retail vs being generalists
  • Target ICP: NA retailers (1B revenue, 50-500 employees) using Snowflake + dbt
  • Key activities: Content campaigns, ShopTalk event partnership, technical validation with engineers
  • Success metric: MQLs from retail vertical increase; partnerships with Omni/Snowflake deepen

2. Agency Intelligence Campaign

  • Service: AI-powered platforms for agencies (brief generation, client intelligence, automated reporting)
  • Target ICP: Growth agencies like Lilo managing 50-100+ DTC brands
  • Key activities: Demo content, personalized outreach, case studies
  • Success metric: 5-10 qualified agency conversations; 1-2 pilots launched

3. Edge-to-Activation (E2A) Service Launch

  • Problem: Attribution broke post-iOS 14; marketers flying blind on campaign performance
  • Target ICP: E-commerce brands and agencies managing paid media
  • Key activities: Educational content on attribution gap, demos of Omni recovery, sales campaign
  • Success metric: E2A becomes recognized service offering; 3+ qualified leads

4. Partnership Development

  • Active: MotherDuck, Snowflake, Omni, Amplitude
  • Strategy: Content collaboration, co-events, joint positioning
  • Success metric: 1-2 co-marketing campaigns launched; partner referrals flowing

Metrics Negotiation Framework

The Problem

Currently tracking 20+ metrics across weekly business reviews:

  • MQL volume, MQL growth %, MQL ICP %
  • Total content published, content growth %, content by 5 awareness stages
  • Total engagement, engagement growth %, 3 tiers of engagers
  • Total visitor engagement, visitor growth %, 3 sub-metrics
  • Total high-intent engagement, high-intent growth %, 5 sub-metrics

Reality: Luke uses gut feel and conversations to prioritize, not these sub-metrics.

The Proposal

Simplify to 3 Core Metrics:

  1. MQL Volume (≥30% of SQL pipeline)
  2. MQL Quality (≥50% ICP match)
  3. High-Intent Actions (≥12/week)

Why This Works:

  • Clarity: Everyone knows what drives decisions (MQLs, not profile views)
  • Speed: Less time reporting, more time driving outcomes
  • Accountability: Clear separation - Luke owns outcomes, team owns execution
  • Focus: Stop measuring activities that don’t change behavior

The Pitch to Robert/Uttam

“I’m looking at my metrics and want to simplify to what drives decisions. Right now I’m tracking 20+ sub-metrics but honestly use gut feel and conversations to prioritize.

What I want to own:

  • MQL volume (30% of SQL)
  • MQL quality (50% ICP match)
  • High-intent actions (12/week)

What Ryan/Hannah own (I coach them):

  • Content output and engagement (Ryan)
  • Lead conversion and event performance (Hannah)

What I want help with:

  • Pipeline hygiene isn’t my strength. Can we get ops support or simplify this?
  • HubSpot automation - I’ll define strategy, but need execution help

Why this matters: I’m spending time reporting on 20 metrics instead of driving the 3 that impact revenue. Simpler = faster decisions = better results.”

Success Indicators (How to Know Luke is Winning)

Quantitative

  • MQL volume trending toward 30% of SQL pipeline
  • MQL quality improving toward 50% ICP match
  • High-intent actions consistently ≥12/week
  • Strategic initiatives (Omni, Agency, E2A) generating qualified conversations

Qualitative

  • Robert/Uttam make faster decisions with clearer data
  • Luke spends more time on strategy (campaigns, partnerships) vs reporting
  • Ryan/Hannah feel clear ownership of their metrics
  • Team execution velocity increases (less confusion on who owns what)

Leverage Indicators

  • Luke delegates 30%+ more work to Ryan/Hannah
  • Luke stops doing pipeline management and HubSpot builds
  • Strategic insights (like Omni pivot) get captured and acted on quickly
  • Energy/focus improves (less scattered, more high-leverage work)

Review Cadence

Weekly (Leadership Enablement Calls):

  • Luke reports on 3 core metrics + strategic initiative progress
  • Blockers flagged, coaching from Robert/Uttam
  • What to delegate, what to stop doing

Monthly:

  • Review Ryan/Hannah’s execution metrics
  • Adjust content/campaign strategy based on what’s working
  • Check progress on strategic initiatives

Quarterly:

  • Full OKR review (BAU + Aspirational)
  • Win/loss analysis (co-owned with Robert)
  • Strategic pivots or doubling down on what’s working

Graph View

Backlinks