Why should SaaS OKRs go beyond MRR?

MRR is one output of many inputs, and chasing it alone can mask churn, thin margins, or unsustainable acquisition cost. Setting objectives for expansion, pricing, and retention alongside growth gives a fuller picture. Each objective still ties to revenue, but the key results reveal whether that revenue is efficient and durable rather than bought at any cost.

How do I balance new-logo and expansion OKRs?

Run objectives for both, since they behave differently. New-logo objectives measure closed customers and net new MRR, while expansion objectives track upgrades and tier migrations as a share of new revenue. Weighting depends on your stage: earlier companies lean on new logos, while more mature ones lean on expansion and net revenue retention. The format lets you carry both at once.

Can these OKRs support a pricing model change?

Yes. Several objectives are built around pricing, such as validating annual plans or introducing a usage-based component. The key results measure adoption, average revenue per account, and cash efficiency while guarding satisfaction so a change does not quietly drive customers away. Set your baseline before the change so the key results show real movement rather than noise.

Which OKRs matter most when preparing for a funding milestone?

Investors look past top-line growth to durability and efficiency, so lean on objectives with key results for net revenue retention, CAC payback, and a Rule of 40 style measure combining growth and margin. Pair a headline revenue milestone with retention and efficiency key results, so the story holds up under diligence rather than resting on one impressive number.

Is this SaaS OKR template free and customisable?

Yes, it is free with no signup and fully editable. Change every objective, key result, revenue figure, and rate to match your business, add key results for gross margin or activation if you track them, and remove objectives that do not fit your stage. When it works for you, copy it out, download it as a PDF or DOCX, or open it in Google Docs to share.

SaaS Company OKRs

Grow MRR from $80K to $120K by closing 50 new customers at $800 average MRR

Key results

Close 50 new paying customers with average MRR of $800 or above
Grow total MRR from $80K to $120K representing 50% quarter-over-quarter growth
Achieve 15% month-over-month MRR growth rate for all 3 months of the quarter

Scale from $500K to $700K MRR by expanding the mid-market segment and improving pricing

Key results

Acquire 80 new mid-market customers with average MRR above $1,500
Launch updated pricing tiers increasing average revenue per account by 20% on new signups
Reach $700K MRR by end of Q2 with net new MRR additions above $66K per month

Achieve $5M MRR by driving enterprise expansion and new logo acquisition across 3 verticals

Key results

Generate $1.5M in expansion MRR from existing enterprise accounts through upsell and seat growth
Close 30 new enterprise logos across healthcare, fintech, and manufacturing verticals
Reach $5M total MRR with enterprise segment representing 60% of total revenue

Validate annual pricing achieving 40% of new customers choosing annual plans increasing cash efficiency

Key results

Launch annual pricing option with 20% discount and test 3 different positioning strategies
Achieve 40% of new customers selecting annual plans up from 15% baseline
Improve net cash collected per customer by 25% through upfront annual payments

Launch a usage-based pricing component generating $200K in incremental MRR from overage charges

Key results

Ship usage-based pricing for API calls and storage with metered billing live by end of month 1
Generate $200K in incremental MRR from usage overage charges across 500+ accounts
Maintain customer satisfaction score above 4.2 out of 5 despite introducing usage-based charges

Build a $2M pipeline of enterprise annual contracts with minimum 24-month terms

Key results

Generate $2M in qualified pipeline for annual contracts with 24+ month terms
Close 15 multi-year enterprise deals with average ACV above $80K
Achieve 30% of enterprise revenue from multi-year contracts up from 10%

Grow expansion MRR to represent 30% of total new MRR through seat upgrades and plan tier migrations

Key results

Implement automated seat-based upgrade prompts triggering when accounts reach 80% of plan limits
Grow expansion MRR from 15% to 30% of total new MRR added each month
Achieve $45K in monthly expansion MRR from existing accounts without any sales touches

Optimize the pricing page to increase self-serve MRR by 35% through conversion and plan mix improvements

Key results

Test 8 pricing page variants covering layout, plan framing, social proof, and CTA optimization
Increase self-serve pricing page conversion rate from 4.5% to 6.1%
Improve self-serve MRR by 35% through combined conversion and plan mix optimization

Launch a platform marketplace generating $500K in monthly GMV with 15% take rate contributing $75K MRR

Key results

Launch the marketplace with 20 partner integrations and apps live within 60 days
Achieve $500K monthly gross merchandise value flowing through the marketplace
Generate $75K in marketplace MRR through the 15% platform take rate

Achieve $1M MRR from a new product line launched 6 months ago through cross-sell and standalone acquisition

Key results

Cross-sell the new product to 200 existing customers contributing $600K in incremental MRR
Acquire 100 standalone new customers for the new product at $4K average MRR
Reach $1M total MRR on the new product line with positive unit economics by end of Q2

Scale from $3M to $4.5M MRR in a single quarter through a coordinated go-to-market blitz

Key results

Add $1.5M in net new MRR reaching $4.5M total through coordinated GTM execution
Close 200 new customers across self-serve and sales-assisted channels in Q3
Maintain CAC payback under 15 months despite accelerated growth spending

Achieve $10M MRR milestone with 130% net revenue retention positioning the company for IPO readiness

Key results

Reach $10M MRR with at least 25% year-over-year growth rate
Achieve 130% net revenue retention demonstrating strong expansion motion
Maintain Rule of 40 score above 50 combining growth rate and free cash flow margin

The complete guide

Everything you need to know about SaaS Company OKRs

Stop treating MRR as the only metric that matters.

01What are SaaS Company OKRs?

SaaS Company OKRs are a goal-setting format that links each objective (a business outcome you want) to key results (the measurable proof you reached it). They exist to stop treating monthly recurring revenue as the only number that matters, so growth, pricing, expansion, and retention all get their own objectives. In this format the objective names the result, such as scaling revenue or validating annual pricing, while key results attach figures to new customers, average revenue per account, conversion, and net revenue retention. These examples run from early MRR targets through mid-market and enterprise scaling, usage-based pricing, expansion motions, pricing-page optimisation, marketplace launches, and IPO-readiness milestones, so a SaaS leader can adapt language that reflects a whole revenue engine rather than one headline metric.

02Why SaaS companies use these growth OKRs

SaaS companies adopt OKRs when a single revenue figure hides the health of the business underneath it. Splitting goals into objectives and key results exposes the drivers: how much new versus expansion revenue you add, whether annual plans improve cash efficiency, and whether retention offsets churn. This fits teams moving upmarket, testing new pricing models, or preparing for a funding milestone where investors probe unit economics. It also aligns product, sales, and customer success, because each key result ties to a shared outcome such as expansion revenue share, CAC payback, or net revenue retention, rather than letting one team chase top-line growth while the fundamentals quietly erode.

03What these SaaS OKR examples cover

The examples span the stages and levers of a subscription business. Growth objectives set MRR targets and new customer counts at different scales, from early traction to multi-million milestones. Pricing objectives validate annual plans, introduce usage-based components, and optimise the pricing page through structured tests. Expansion objectives grow expansion MRR as a share of new revenue through seat upgrades and tier migrations, often without sales touches. Enterprise objectives build multi-year contract pipeline and lift average revenue per account. Others launch a marketplace with a take rate, scale a new product line through cross-sell, and target an IPO-readiness milestone with net revenue retention and a Rule of 40 threshold. Each objective carries key results for revenue, mix, and efficiency.

04How to use this free OKR template

Choose the objective that matches your stage, then edit the fields inline so the revenue figures, customer counts, and rates reflect your real numbers. Replace the example MRR, ACV, and retention targets with your own baselines, and keep each key result measurable so anyone can check it. You can adjust the tone, add or remove key results, and reword objectives to match your segments and pricing model. When it reads right, copy the set into your planning doc, download it as a PDF or DOCX, or open it in Google Docs to share with your leadership team. No signup is required.

Keep your hiring moving

HR Frameworks

The thinking behind OKRs that survive Q2.

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Check how the team feels about the goals.

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SaaS Company OKRs