The guide
Everything you need to know about the sales OKRs
What are Sales OKRs?
Sales OKRs are a goal-setting format that pairs each objective (a revenue outcome you want) with key results (the measurable proof you got there). They exist to stop confusing quotas with strategy, so instead of a single number handed down, teams set objectives about how revenue is won: which segments, deal sizes, and motions. In this format the objective states the result, such as growing new business ARR or launching an upmarket motion, while key results attach figures to deal count, win rate, cycle length, and average deal size. These examples span new business growth, enterprise expansion, multi-product selling, multi-year contracts, vertical penetration, pricing optimisation, and product-led expansion, so a sales leader can adapt language that turns a quota into a plan with visible levers.
Why sales teams use these revenue OKRs
Sales teams adopt OKRs when the quota alone tells reps what to hit but not how to get there. Breaking goals into objectives and key results surfaces the strategy: improve win rate, shorten the cycle, grow average deal size, or open new verticals. This fits teams moving upmarket, adding multi-product or multi-year motions, or building an expansion engine on product signals. It also connects the front line to leadership priorities, because each key result maps to a driver executives care about, such as ACV, net revenue retention, or CAC payback, rather than leaving reps to guess which behaviours actually move the number they are measured on.
What these sales OKR examples cover
The examples work through the real levers behind a revenue target. New business objectives grow quarterly ARR with key results for deal count, win rate, and cycle time. Upmarket objectives launch an enterprise motion with executive-sponsored proofs of value and larger contract terms. Deal-size objectives push multi-product selling and higher average ACV. Contract objectives close multi-year agreements and reduce discounting through value-based negotiation. Foundational objectives build an early revenue engine with a target ARR and disciplined SMB cycle times. Others penetrate new verticals with lighthouse customers and playbooks, raise revenue per rep through pipeline conversion, run global pricing optimisation, and build a product-led expansion engine on qualified usage signals. Each objective carries key results for volume, conversion, and efficiency.
How to use this free OKR template
Pick the objective that matches your revenue priority, then edit the fields inline so the ARR figures, deal counts, and rates reflect your real pipeline. Replace the example win rates, cycle lengths, and ACV targets with your own baselines, and keep each key result measurable so managers can verify it. You can adjust the tone, add or remove key results, and reword objectives to match your segments and motions. 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 the sales org. No signup is required.
