Update objectives.mdx

Author: charlescook-ph

contents/teams/demand-gen/objectives.mdx

@@ -1,12 +1,15 @@
 ## Q1 2026 goals
 
-### Bring in more leads and grow the PostHog inbound surface.
+**Paid ads (Brian)**
+- Generate at least 30 qualified inbound opportunities for the New Business Sales team
+- Proper analytics that let us know what ads are performing and why
+- A full remarketing funnel that allows us to cross-sell our products and introduce our products to people who already know us
+- Increased ad variety and copy - new ads going live once per week by the end of the quarter
 
-- A full remarketing funnel that allows us to cross-sell our products and introduce our product to people who know us.
-- Generate at least 30 qualified inbound opportunities for the sales team. 
-- Generate at least 20 qualified outbound opportunities for the sales team. 
-- Proper analytics that let us know what ads are performing and why.
-- Increased ad variety and copy - new ads going live once per week with the help of propagandist and design contractor resources.
-- Through experimentation, determine four pillars of outbound sales: ICP (description and how to source), Persona (description and how to identify), Messaging (content and form), and Channel.
-- Identify 3+ campaigns that can reliably generate opportunities. Another BDR can join the team and be successful following the Playbook.
-- Design the v0 outbound playbook.
+**Outbound (Dmytro)**
+- Generate at least 20 qualified outbound opportunities for the New Business Sales team
+- Create the v1 outbound playbook such that another BDR could join and immediately successful, including:
+  - Outbound ICP (definition, where to find them)
+  - Outbound personas (definition, where to find them)
+  - Messaging (content, form, channels)
+- We've run at least 3+ campaigns that can reliably generate opportunities and are potentially automatable