OKRs Examples



OKRs for Sales Teams

Sales teams are focused on the last stage of the AARRR funnel showed on the right. Their work is often simplified as a "closing" exercise, but in reality they have to juggle many hats and coordinate with multiple teams to remove doubts from potential buyers.

There can be questions about the value of OKRs for Sales. They're metrics-driven by definition, and their targets are directly tied to the bottom-line. So what's there to change? The answer is alignment. Sales are the most effective when their strategy aligns with what the Product and Marketing teams are doing.

OKRs will help everyone get a shared understanding of what the top priorities are for each function and allow organizations to concentrate efforts on specific outcomes.

Focus areas:


Key questions:

Which channel(s) and market(s) do we want to focus on this quarter?

Are our efforts aligned with Product, Marketing and Customer Success?

Are we happy about our current acquisition costs?

Do we have the right resources to have an efficient sales process?

Example of Sales OKRs

You'll find below an example built around a fictitious company. Your OKRs should move from quarter to quarter and map to your company's reality – that's why we thought it's best to illustrate things as a case study that you can take inspiration from.


Askawoof is a startup building a platform to help companies run customer satisfaction surveys. Their Sales team has been doing a great job in Australia so far, but it’s time for them to expand to new markets.

General advice

Take advantage of your Objectives to be specific about your growth opportunities. Avoid statements like "Increase revenues", or "Double the amount of customers". It's pretty obvious that we want to grow the business, and vague statements won't help other teams understand how they can help with sales.

Good Objectives should help anyone understand where to focus their energy. "Increase revenues" leaves too much room for interpretation. "Expand to European markets" will produce more focused initiatives, and your Product team can align their own goals to support different regions.

Their Sales OKRs


Start our journey towards becoming a global leader

Key result

10% of new sales are coming from US or EU customers

Key result

5 existing customers expand to a second country

More OKR templates →


Turn sales into an efficient growth engine

Key result

Reduce the sales cycle from 9 to 6 months

Key result

Reduce Customer Acquisition Costs from $740 to $510

More OKR templates →


Become a compelling offer for large and Enterprise customers

Key result

Sign 15 Enterprise customers

Key result

Increase our Average Revenue Per Customer (ARPC) from $750 to $975

Key result

Increase Monthly Recurring Revenue (MRR) to $500K

More OKR templates →

How to track your Sales OKRs?

There are many options available out there but we're generally seeing 2 categories of products emerging.

For teams getting started: Spreadsheets

Spreadsheets are a great way to get started with OKRs. They're flexible and familiar, and they reduce the amount of learning when you're still getting comfortable with the Objectives and Key Results process.

But, you'll probably start to feel some friction as adoption grows. The lack of check-ins workflows and trends makes it hard for spreadsheet to be a long-term solution for OKRs.

For seasoned OKRs team: OKRs-tracking software

If you're looking to simplify your OKRs process, then a dedicated goal-tracking platform is best to keep track of your OKRs at scale.

A platform like Tability will automate the check-ins reminders, provide progress charts and dashboards out of the box, and make the whole experience more collaborative.

Focus tip:

Frequent check-ins are the key to staying on track with your OKRs. Checking progress early and often will tell you what you should and shouldn't focus on. Make check-ins a part of your weekly ritual with Tability →

What other Sales metrics can you use?

If you’re looking for some inspiration, here are some example of metrics that can be relevant for your Key Results.

New/Expansion MRR

How much revenue should come from new customers or existing customers.

Sales cycle time

How long it takes for a lead to turn into a paid customer.

Monthly onboarding/demos calls booked

How many leads are booking demos with the sales team.

Lead conversion rate

Percentage of leads that turn into paid customers.

Average Revenue Per User (ARPU)

How much revenue do you get per customer on average, over a certain period of time. Can also be ARPA (Average Revenue per Account) or ARPC (Average Revenue per Customer).

Customer Acquisition Costs (CAC)

The cost of turning a lead into a paid customer.

Customer Lifetime Value (LTV)

How much revenue do you get on average per customer, from the moment they start paying until they leave.

Pipeline value

Expected revenue from all active sales opportunities if they all converted.

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