2026 OKR Planning & Bing Ads Review — 2026-04-05
Overview
December 2025 marketing sync with the Trachte team. Primary agenda: review Bing Ads performance, align on a 2026 OKR framework, confirm CRM direction, and close out near-term content action items. Meeting held before both teams' holiday shutdowns; next meeting scheduled for Friday, January 9, 2026.
Attendees:
- Jessica Rudnicki — Trachte (external)
- Robyn Ogden — Trachte (external)
- Miranda Strong — Trachte, FFI/TTS lead (external)
- Paul Buniel — Asymmetric
- Sebastian Gant — Asymmetric
Key Decisions
| Decision | Rationale |
|---|---|
| Stay on Microsoft Dynamics CRM | Current system has sufficient capabilities; migration not justified if new system won't be fully utilized |
| Defer FFI/TTS marketing planning to Feb/Mar 2026 | Miranda and Zach (FFI GM) are still defining their own funnel; new hire coming onboard will create capacity |
| Add UTM parameters to all Bing Ads | Leads are arriving in CRM without source attribution; UTMs are the fix |
| Set up monthly Bing Ads email report | Robyn, Jessica, and Miranda to receive automated performance summary on the 1st of each month |
Bing Ads Performance Review
Campaign is currently paused due to budget exhaustion.
| Metric | Value |
|---|---|
| Total conversions | 42 |
| "Door Hallway" campaign conversions | 27 |
| "Canopy Display" campaign conversions | 7 |
| Cost per click | ~$0.60–$1.00 |
| Cost per conversion (phone call) | ~$30 |
| Primary conversion type | Phone calls |
Attribution gap: Leads arriving via Bing are not tagged as such in Dynamics CRM, making quality assessment impossible. The fix is adding UTM parameters to all active Bing ads so source is captured on lead entry.
"My biggest question mark here is, are we getting, like, in your CRM, when you get a phone call, is it tagged with, you know, this came from Microsoft? I'm guessing not, so I might have to look into how we can get that attribution from that. It might be as simple as just adding what's called the UTM parameter to each of the ads that are running."
— Sebastian Gant
2026 OKR Framework
Sebastian presented a draft four-objective framework. Not finalized in this meeting — Robyn will review with sales directors for each business unit.
Objective 1: Gain Full Visibility into the Customer Pipeline
Goal: Track leads from source to close to measure marketing ROI.
Key Results:
- Define and document lead stages (e.g., New → Qualified → Proposal → Won/Lost)
- Implement stages in Dynamics CRM
- Establish clear ownership for updating lead statuses (marketing owns through qualification; sales owns through close)
Context: This is the foundational objective — without pipeline visibility, the other three OKRs can't be measured. Mark is preparing a sales engineering proposal to support this work; a meeting between Mark and the Trachte IT team is being scheduled.
Objective 2: Increase Trachte Self-Storage Project Sales
Goal: Drive revenue for new self-storage construction projects.
Key Results (to be defined with sales):
- Set specific 2026 targets for leads or project revenue
- Establish 2024/2025 baseline for comparison
- Analyze average deal size and lead source performance (PPC vs. seminars vs. trade shows)
Objective 3: Increase TrackRite & RenewRite Sales
Goal: Grow door sales targeting existing self-storage facilities.
Key Results:
- Generate TrackRite-specific leads and track revenue
- Support January launch of the Security Guard Door — cross-sell with Smart Lock as a premium security package
- Develop marketing approach for RenewRite (facility refurbishment brand)
New product note: The Security Guard Door launches in January 2026. Paired with the Smart Lock, it represents a cross-sell opportunity ("the Cadillac of security"). Marketing support needed at launch.
Objective 4: Grow FFI & TTS (Fire Facilities Inc. / Tactical Training Systems)
Goal: Develop a marketing plan for the two adjacent business units.
Status: DEFERRED to February/March 2026.
Rationale:
- Miranda and Zach (FFI GM) are meeting weekly to define their own funnel — still at early stages
- Zach's current priority is maintaining existing performance, not expanding
- A new hire joining after January 1 will take workload off Jessica and Miranda, creating capacity for a dedicated marketing focus
"I feel like we're just at the tip of the iceberg and we haven't even really expanded on a lot of what marketing's going to look like for those companies. So I would say maybe even February or March it might not be a bad idea to wait until then to regroup."
— Miranda Strong
Content & Channel Updates
FAQ Rewrites
- Smart Locks FAQ: Live on site ✓
- TrackRite FAQs: In progress — Robyn meeting with MEAPS (TrackRite sales team) this week
- "Ask the Expert" section (Trachte site): Sebastian to send drafted rewrites to Robyn by EOD December 16; Robyn to review with Trachte sales team
Reddit Strategy
Sebastian shared a Reddit advertising and organic participation strategy:
- Paid: $500 ad credit available (Reddit matching offer); target relevant self-storage subreddits
- Organic: Participate in subreddit discussions as the TrackRite brand account — answer questions, share free resources (guides, calculators) without overt self-promotion
- Status: Not launching yet; shared as a future option
Blog Content
Blog writer is working on new topic list provided by the Trachte team. In progress.
Action Items
- [ ] Sebastian — Send "Ask the Expert" FAQ drafts to Robyn by EOD Dec 16
- [ ] Sebastian — Schedule Mark + Trachte IT meeting this week (re: CRM/attribution)
- [ ] Sebastian — Set up monthly Bing Ads email report (send to Robyn, Jessica, Miranda on the 1st)
- [ ] Sebastian — Add UTM parameters to all active Bing Ads campaigns
- [ ] Robyn — Review FAQ drafts with Trachte sales team upon receipt
- [ ] Robyn — Review 2026 OKR framework with sales directors (Trachte, TrackRite, RenewRite, FFI, TTS)
- [ ] Robyn — Schedule meeting with MEAPS re: TrackRite FAQs (targeting Wed/Thu this week)
Next Meeting
Friday, January 9, 2026 — existing recurring slot. Both teams on holiday shutdown until January 5.
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