Sales OKR Examples

Sales are used to having goals but these are different

These OKR examples are for Sales and are visible to the company which helps them align with and support goal achievements

Sales OKRs are initially a little contentious as sales teams know their targets, they’ve got Salesforce and dashboards telling them where they are at any given moment. But what this misses is transparency. The rest of the business doesn’t have an account in Salesforce. They don’t know where Sales are, and more importantly, where they might be able to help. 

OKRs create alignment, shared purpose, and better teamwork. So if you want Marketing, Sales and Customer Success to really align and not just be accountable to each other, but help each other, and see shared interest in collective achievement, then Sales OKRs should be visible, as should all other teams goals. 

The other key thing about Sales OKRs in ZOKRI is that they are the tip of the iceberg. The Initiative ‘doing’ layer is the real engine room. Being able to see, and where possible, suggest Initiatives that help teams and individuals achieve their goals, really helps company and team performance.

Below we’ve created Sales OKRs for different roles within the Sales Organization as well. Sales Leadership can carry high level metrics and pipeline efficiency metrics. SDRs can have OKRs that are specifically targeting quality SQLs. Quota carrying reps can have OKRs that reflect their Quota and support higher level OKRs like contract length.

A simple way of creating great Key Results is to use a Verb like ‘Increase’, a Sales KPI and a Target Value. Give it a go.

OBJECTIVE - Ambitious sales growth, no problem

KEY RESULT 1 – Increase Average Revenue Per Account (ARPA) to $20K this Quarter
KEY RESULT 2 – Achieve $250k New Monthly Recurring Revenue this Quarter
KEY RESULT 3 – Increase New Bookings at Total Contract Value (TCV) to $2.5m this Quarter
KEY RESULT 4 – Increase New Contract Average Months Up Front Payments to 2 year this Quarter

OBJECTIVE - Make the most of all the MQLs Marketing create

KEY RESULT 1 – Increase MQL Discovery Calls Completed % to 80.0% this Quarter
KEY RESULT 2 – Average 450 SQLs Per Month this Quarter
KEY RESULT 3 – Increase Qualified To Buy Leads to 120 this Quarter

OBJECTIVE - Turn quality SQLs to long-term Revenue, just a little faster

KEY RESULT 1 – Grow the Sales Qualified Lead (SQL) to Closed Won % to 30% this Quarter
KEY RESULT 2 – Reducing the Sales Cycle to 22 Days this Quarter
KEY RESULT 3 – Customer Service are loving all the deals we’re doing – 100% this Quarter

Setting OKRs for Sales is an interesting exercise and an opportunity to influence behaviour with smart measurement. Sales people like most other are influenced by how their performance is measured. Track the right metrics and you’re more likely to see ideal sales behaviour. 

With Sales OKRs you can move beyond bookings. You can blend metrics to create a story of desired success. For example, you can balance bookings with sales matching an Ideal Customer Profile, and Contract Length. The possibilities to create excellent Sales OKRs that help Sales meet quota and are in the long-term interests of the company make OKR a powerful business and sales tool.


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