---
title: 2026 Q1 OKRs — Citrus America
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2025-12-15-2026-q1-planning-108785141.md
tags:
- okr
- q1-2026
- citrus-america
- lead-gen
- email-nurturing
- crm
- hubspot
layer: 2
client_source: Citrus America
industry_context: food-beverage
transferable: false
---

# 2026 Q1 OKRs — Citrus America

Owners: Melissa Cusumano, Ben San Fratello
Status: Draft — pending review with Miriam before EOY

These OKRs were discussed during the [[wiki/meetings/2026-q1-planning-okr-review|2026 Q1 Planning — Client OKR Review]] meeting and are to be finalized with the client before the quarter begins.

---

## O1: Increase Lead Volume for Grocery/Retail and Foodservice Segments

Citrus America serves two distinct customer segments — grocery/retail (treated as a single segment) and foodservice — each requiring targeted outreach.

**Key Results:**
- Increase MQL volume for grocery/retail segment (baseline TBD from HubSpot)
- Increase MQL volume for foodservice segment (baseline TBD from HubSpot)

**Notes:**
- Measurement source: HubSpot lifecycle stages
- Segments should be tracked separately in reporting

---

## O2: Improve MQL-to-SQL Conversion Rate via Email Nurturing

Citrus America has an existing HubSpot instance. The team is working with Miriam to ensure lifecycle stages are properly configured so lead progression can be tracked. Email nurturing sequences targeting contacts in the awareness and consideration stages should move more leads to marketing-qualified and eventually sales-qualified status.

**Key Results:**
- Increase percentage of MQLs that convert to SQLs (baseline TBD)
- Confirm HubSpot lifecycle stages are actively maintained by client contact (Miriam)

**Notes:**
- This objective is only measurable if Miriam's team updates HubSpot lifecycle stages consistently — getting that commitment is a prerequisite
- Mark flagged in the planning meeting: "We're doing a really good job for the first third of that journey, but we don't really know what's happening for the other two-thirds with a lot of our clients."

---

## O3: Improve Website Conversion Rate to Increase Lead Volume

The client has identified the website as a priority for Q1. The underlying goal is not the website itself but the leads it generates. Conversion rate improvements should be measured by lead volume outcomes, not by deliverables like page launches.

**Key Results:**
- Increase form fills and/or contact requests from website (baseline TBD from Google Analytics / HubSpot)

**Notes:**
- Tactic: website redesign/optimization work planned for Q1
- The objective is lead volume, not the website work itself — per OKR framework guidance from planning meeting

---

## Context & Background

Citrus America is a B2B lead generation client with access to HubSpot, which gives the team more pipeline visibility than most clients. The team is actively working with Miriam to clean up HubSpot and establish reliable lifecycle stage tracking.

Key constraint: revenue-level visibility (closed deals) is not yet available. OKRs are scoped to the top and middle of the funnel until deal tracking is established in HubSpot.

See also:
- [[wiki/knowledge/crm-access-and-roi-attribution|CRM Access and ROI Attribution]]
- [[wiki/knowledge/okr-framework-principles|OKR Framework — Core Principles]]
- [[wiki/clients/current/citrus-america/_index|Citrus America Client Index]]

---

## Action Items

- [ ] Melissa: Finalize Q1 OKRs with Miriam on Friday call; confirm HubSpot lifecycle stage usage
- [ ] Melissa: Share final OKR draft with Mark by EOY
- [ ] Ben: Review and help reduce/consolidate objectives as needed