In Forrester’s Marketing Survey, 2026, 29% of B2C marketing decision-makers said that measuring the ROI of their marketing efforts was a top challenge; 20% stated that this difficulty was exacerbated by having too many metrics to measure. Linking objectives and key results (OKRs) is a goal setting and tracking methodology that aligns teams to organizational goals. B2C marketing executives can use OKR frameworks to link OKRs to the metrics that matter and build consensus on marketing measurement methods throughout the customer lifecycle. Use this template to measure marketing outcomes and identify how to plan and deliver effective marketing efforts across the customer journey.