Hi Anshu,
The KRA's are generally drafted keeping in mind the job responsibilities each one handles. In the case of a Marketing Manager, it should include the following:
1. 60% on Target Achievement
2. 20% on Team Handling, On-the-job training, and Mentoring
3. 10% on Communication and correspondence with others
4. 10% on Collection, etc.
Similarly, for a Marketing Executive, it could be:
1. 70% on Sales Target achievement
2. 10% on Client handling, branding, and building relationships
3. 10% on New Achievements and Behavior as an individual in a team.
Hope I'm able to help you to some extent.
Regards,
Shilpi