Sales OKR examples

Sales OKR examples

When you want to focus your sales efforts and motivate your salespeople, Sales OKRs are a great way to do this. With the right OKRs, you can encourage your salespeople to develop relationships with your customers and make sure they convert into long-term clients for your business.

  • How to write good Sales OKRs?
  • What are examples of good Sales OKRs?
  • What should I put in my Sales OKRs?
  • Should I define the bonus based on the Sales OKRs?

In the article, we will answer these questions and give you the relevant Sales OKR examples.

Sales OKR examples

Objective 1: Hit quarterly revenue of $3,000,000

Key Results:

  1. Start sales in the new market and achieve the first-month income of $500,000
  2. Upsell product to 30% of existing customers
  3. Increase the lead conversion rate from 12% to 20%
  4. Decrease the sales cycle for the basic package from 32 to 15 days

Objective 2: Create and implement the new CRM product tour

Key Results:

  1. Interview 15 recently churned customers to understand churn reasons
  2. Create a new presentation and test it with 5 new customers
  3. Achieve the satisfaction rate of the new product tour of 9.0

Objective 3: Develop a partnership network to increase referral sales

Key Results:

  1. Create a partnership contract and proposal
  2. Shortlist and interview 10 partners
  3. Close 5 deals from partners

Objective 4: Achieve record revenue and profitability

Key Results:

  1. Increase the quarterly profit from $600k to $800k
  2. Increase the quarterly revenue from $3.15M to $4.0M
  3. Increase pre-orders for the next quarter from $1.05M to $1.5M

Objective 5: Achieve a Monthly Recurring Revenue (MRR) of $300k

Key Results:

  1. Increase the MRR from $220k to $300k
  2. Increase average monthly subscription size from $50 to $100
  3. Increase the percentage of annual subscription renewals from 60% to 80%
  4. Reduce monthly churn rate from 2.5% to 1%

Objective 6: Decrease sales lifecycle for the Starter package

Key Results:

  1. Decrease sales lifecycle for SMB edition from 46 to 30 days
  2. Decrease sales lifecycle for enterprise edition from 155 to 90 days
  3. Conduct 50 sales calls with customers with revenue potential $3,000+

Objective 7: Increase the upsell deals

Key Results:

  1. Add $100,000 in upsell revenue
  2. Identify 200 upsell opportunities
  3. Close 40 upsell deals
  4. Set up automatic notifications for all clients 10 days before they the limit to start the upsell process early

Objective 8: Skyrocket the recurring revenue

Key Results:

  1. Increase the quarterly revenue from $700k to $900k
  2. Increase the share of monthly subscriptions versus one-time contracts sold from 60% to 85%
  3. Increase the trial-to-paid plan Conversion Rate from 15% to 25%
  4. Reduce the monthly churn rate from 3.7% to 1%

Objective 9: Increase the quality of the sales approach

Key Results:

  1. Increase the Demo-call-to-purchase conversion rate from 65% to 90%
  2. Collect 20 responses from lost deals and analyze the results
  3. Automate the data transfer between the CRM, and the product database
  4. Create the sales best practices and FAQ for the sales teams

Objective 10: Hit company bookings target for Q3

Key Results:

  1. Secure $1M in bookings by the end of Q3
  2. Each sales manager contributes at least $200k in bookings
  3. Increase the % of upsells in bookings from 30% to 45%

Objective 11: Create an effective sales department

Key Results:

  1. Hire and onboard 3 new sales managers
  2. 100% of sales managers pass the Sales Certification test
  3. Start the automotive vertical sales in Europe and bring 3+ sales qualified leads

Objective 12: Drive the US sales growth

Key Results:

  1. Attend 3 industry events in the US
  2. Meet with 45 new prospects in the US
  3. Create with Marketing Department the strategic targeting program in the US
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Should sales bonuses be calculated based on the OKR completion?

The short answer is NO.

If you define the compensation based on the OKR, you'll end up with understated targets, overstated accomplishments, and low collaboration. OKRs usually define the small area of focus for the sales team, not all the activities they perform.

What you should do, instead, is:

  1. Separate the OKR and performance/compensation reviews.
  2. Use OKRs as one of the inputs for performance/compensation reviews. Make OKRs only one of the sources to define the compensation, but not the main one. Take into account other factors when evaluating the OKR completion score (how difficult the goals were, were else that team member contributed, etc.).
  3. Avoid formulas. Creating the formula doesn't make it less subjective of a fair process. No formulas can take into account all the factors that determine the contribution of an individual team member.

To define the bonus/compensation, better track separate KPIs. Otherwise, you risk deteriorating the whole OKR process.

If one team member can own all the metrics in the OKRs, you can also use individual OKRs (but it is generally not recommended).

Read more about how to set up compensation and performance reviews in this article.


Writing good, well structured, and effective OKRs is not easy. Use the examples above for inspiration and guidance for your own OKRs.

Here are more OKR examples for Product, Marketing, Engineering, HR/PO teams.

Need a simple and free tool for your team to track OKRs? Check a free OKR tool Plai.
Plai has 80+ templates of OKRs with metrics and you can add them to your cycle with just one click.

Andrii Bas

Andrii Bas

Product Strategist, People & Performance

Founder of 3 products and product development agency @Uptech before 25. Use and consult about OKRs, performance management, and team leadership for 4+ years.


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