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OKR template

Sales OKR examples

This is a free sales OKR template with 2 objectives, 6 key results, and 7 starter initiatives you can copy. Revenue from the segment you actually chose, plus the ramp that stops the number depending on one person. It is written for Seed, Series A and Growth companies.

  • 2 objectives
  • 6 key results
  • Seed
  • Series A
  • Growth

What does a sales OKR look like?

Copy these as they are and edit the numbers to your own baselines. The objective is the outcome you want to be true by the end of the quarter; the key results are how you will know it happened; the initiatives are the bets you are making to get there.

Objective 1 New business

Win the segment we say we are built for

Revenue from anywhere hides whether the strategy works. This quarter we take new logos and pipeline from the beachhead segment only — the first quarter of an annual plan to own it.

KR 1.1 Headline

New-logo ARR $85k → $220k

How it is measured: ARR from customers who were not customers at quarter start

Baseline: $85k · Target: $220k

Initiatives

  • Write a one-page qualification bar and disqualify against it on every first call
  • Run a weekly pipeline review that kills stale deals out loud
KR 1.2

Win rate 19% → 30% of the opportunities that reached a first demo

How it is measured: Closed-won over opportunities that reached a first demo

Baseline: 19% · Target: 30%

Initiatives

  • Record every demo and review one per rep per week against the same checklist
KR 1.3

Median days from first demo to closed-won 74 → 45

How it is measured: Median calendar days between first demo and signature

Baseline: 74 · Target: 45

Initiatives

  • Agree a mutual close plan with the buyer before the second call ends
Objective 2 People

Make every rep as effective as our best rep

The number should not depend on one person. Ramp time and coaching are the people goals behind an annual revenue plan we can staff against.

KR 2.1 Headline

Ramp time to a rep's first closed-won 120 days → 70 days

How it is measured: Median days from a rep's start date to their first closed-won deal

Baseline: 120 days · Target: 70 days

Initiatives

  • Build a two-week training path from recordings of deals we actually won
KR 2.2

Reps at 80% of quota or better 2 of 6 → 5 of 6

How it is measured: Reps hitting at least 80% of quota, out of reps carrying one

Baseline: 2 of 6 · Target: 5 of 6

Initiatives

  • Pair each rep below plan with a weekly deal clinic on one live opportunity
KR 2.3

Coaching reviews per rep per month 0 → 4

How it is measured: Recorded calls reviewed with a rep, per rep, per month

Baseline: 0 · Target: 4

Initiatives

  • Block a standing hour per rep and protect it from pipeline reviews

Why are these key results written this way?

Every example above passes the same quality rubric Hespia grades real OKRs against. Four rules do most of the work, and they are worth keeping when you edit the numbers:

  1. The objective has no number in it

    An objective is a qualitative state of the world you want to be true. The number belongs one level down, on the key result. An objective with a metric in the title is really a key result that lost its parent.

  2. Every key result shows a baseline, not just a target

    "New-logo ARR $85k → $220k" is readable at a glance because the movement is visible. A target with no starting number cannot be paced weekly, so nobody can tell in week 4 whether it is slipping.

  3. Every ratio names a denominator the team cannot shrink

    "Of the accounts that started the quarter" is a fixed denominator. "Of active accounts" is not — the definition of active can move, and the percentage improves without anything real changing.

  4. Enabling work sits in initiatives, not in key results

    "Launch the new onboarding" is work; "activation in week one from 31% to 45%" is the result the work is meant to produce. Shipping the project is not the same as the outcome arriving, so the two live at different levels.

A template remembers. It doesn't chase.

Copied into a doc, these 6 key results depend on someone reopening the doc every week. Hespia seeds this exact board in one click, then reads pace on every key result weekly, flags what is slipping in week 4 instead of week 13, and writes the digest nobody wants to write. $100/month flat, whole team included.

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Sales OKR questions

What are good sales OKRs?

Good sales OKRs pair a qualitative objective with key results that each carry a number. In this template the objectives are "Win the segment we say we are built for" and "Make every rep as effective as our best rep", and every key result underneath states the metric, where it starts, and where it needs to land — for example "New-logo ARR $85k → $220k". If a key result has no starting number, it is a task rather than a key result.

How many key results should a sales team have?

Three to five key results per objective, and no more than two or three objectives per team in a quarter. This template uses 2 objectives and 6 key results in total, which is a realistic quarter for one team. More than that and the weekly check-in stops fitting in fifteen minutes, which is how the ritual dies.

Are these sales OKR examples free to use?

Yes. Every objective, key result, and initiative on this page is free to copy into any doc, spreadsheet, or goal tool, with no signup and no email. Hespia, the AI mentor that tracks weekly pace on each of these key results and chases the owners, is $100/month flat for the whole team.

Why does every key result here name its denominator?

Because a ratio without a stated denominator can be improved by shrinking the bottom number instead of growing the top one. A team that reports "percentage of active accounts" can quietly redefine "active" and post a win it did not earn. Every percentage in this template names a denominator the team cannot move, such as the accounts that started the quarter.

More OKR templates

Outbound sales OKR examples

Cold outreach measured where it counts — meetings held and deal size — so outbound becomes a machine, not a heroic effort.

Company and founder OKR examples

The two goals a founder-led company runs on: win the segment you chose, and make the business predictable enough to plan a year around.

Engineering OKR examples

Delivery and reliability as outcomes, not story points: how fast a change reaches customers, and how rarely it hurts them.

Engineering quality and tech debt OKR examples

Bugs found before customers find them, and the accumulated debt that taxes every change — paid down where it slows you most.

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