NCT for Marketing Teams
Connect your campaigns to the customer problems they solve — not just the metrics they move. NCT gives marketing the strategic backbone that OKRs were supposed to provide.
Sound familiar?
The problems NCT was built to fix
Problem 1
You hit the number but nothing actually changed
MQLs are up, demo bookings are up, the dashboard is green — and somehow pipeline is flat and the sales team is still unhappy. Activity metrics are not the same as business impact, and deep down everyone knows it.
Problem 2
Marketing OKRs take two weeks to write and nobody reads them
What does 'increase brand awareness by 20%' even mean as a key result? Marketing work is notoriously difficult to quantify at the KR level, so OKRs either become lagging indicators or they get gamed.
Problem 3
Campaigns launch but nobody knows what problem they were solving
You shipped the content, ran the ads, did the launch. But six months later, if someone asks what customer problem that campaign was addressing, the honest answer is 'I'm not sure.' That's a strategy gap.
How it works
Three layers — built for marketing teams
Every layer of NCT maps directly to how marketing teams already think about their work.
Write the customer or market problem your campaign is addressing. Not the campaign goal — the underlying human problem that makes the campaign worth running.
The concrete deliverables your marketing team commits to in this cycle. Content pieces, campaigns, pages, events — defined clearly enough that you know when they're done.
The individual tasks that fulfill each Commitment — briefs, drafts, design requests, ad setup, scheduling. Your existing project management, connected to strategic intent.
Real example
A Narrative for marketing teams
"Teams searching for OKR alternatives are landing on competitor blogs and tool comparison sites — not ours. We have a strong point of view on why OKRs fail for most teams and what works instead, but we have no content that captures that search intent. This is our largest unaddressed acquisition segment."
Commitments for this Narrative:
- 1Publish 'NCT vs OKR: The Full Comparison' targeting teams actively evaluating alternatives
- 2Set up a targeted LinkedIn campaign to engineering managers and VPs of Product
- 3Create a lead magnet guide gated behind an email capture to build the top-of-funnel list
Use cases
How marketing teams use NCT
Content strategy and SEO
Each Narrative describes an audience problem. Each Commitment is a content piece or campaign that addresses it. Your content calendar is now a strategic document, not a publishing schedule.
Product launches
Write a Narrative for the audience problem the launch is solving. Commitments become the launch checklist. Every asset — blog post, email, ad — traces back to the same customer story.
Demand generation
Run Narratives by segment: enterprise prospects, SMB self-serve, technical buyers. Commitments align the team on what's in scope for each segment this cycle.
Cross-functional alignment with product
When marketing and product share Narratives, launch timing, messaging, and feature prioritization actually align. No more marketing campaigns for features that shipped six weeks late.
“We finally have a way to explain to leadership why we're doing what we're doing — before the campaign launches, not in the retro six weeks later.”
— Head of Marketing, B2B SaaS, Series A
See NCT in action
Example NCTs for marketing teams
Building a Content-Led SEO Strategy
Capture organic search traffic from teams evaluating goal-setting frameworks by building strategic content.
Growth & MarketingRunning a Product Launch Campaign
Coordinate a multi-channel product launch that generates awareness, signups, and early adopter feedback.
Growth & MarketingReducing Churn Through Better Activation
Address the root cause of churn by improving the path from signup to first meaningful value.
NCT works across the whole company
Product →
Stop explaining your roadmap in slides. Let your Narratives speak for themselves
Engineering →
Give your engineers the 'why' behind every ticket. Less context-switching, better decisions, and a direct line from the code they write to the strategy it serves.
Sales →
Stop tracking activity, start tracking intent. NCT gives sales teams a framework for connecting territory strategy to the actual deals and conversations that close business.
Also works for
Startups →
You don't need a planning department
Scale-Ups →
You've outgrown the founder's whiteboard but you're not ready for enterprise process. NCT gives growing teams alignment without the bureaucracy that slows you down.
Enterprise →
Replace your OKR spreadsheets with a framework that actually connects strategy to execution. NCT gives large organizations the structure they need without the bureaucracy they're trying to escape.
Remote Teams →
When you can't align in the hallway, you need alignment in the system. NCT gives distributed teams a shared strategic context that works across time zones
Founders →
Stop being the single point of failure for strategic context. NCT helps founders get the strategy out of their head and into a system that the whole team can execute on.
Ready to run NCT with your marketing teams?
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