Objective
Build a predictable pipeline for next quarter
Key results
- Increase qualified opportunities from 40 to 60 per month
- Raise lead-to-opportunity conversion from 15% to 22%
- Reduce average sales cycle from 45 to 35 days
OKR examples
OKR examples for every team
Practical objectives and key results for sales, marketing, engineering, HR and product teams. Use them as a starting point, then adapt the numbers to your own baseline.
What makes a good OKR
- The objective is qualitative and describes an outcome, not a task.
- Each key result is measurable, with a starting value and a target.
- Two to four key results per objective keeps the focus clear.
Planning next year's? Read our guide to OKR planning.
Sales OKR examples
Sales OKRs work best when they track pipeline quality and customer outcomes, not just activity.
Objective
Grow revenue from existing customers
Key results
- Increase expansion revenue from 8% to 12% of total bookings
- Hold quarterly business reviews with 100% of top 20 accounts
- Raise net revenue retention from 102% to 110%
Marketing OKR examples
Marketing OKRs should connect reach to pipeline, so the team can see which work actually brings customers.
Objective
Become a trusted source for our buyers
Key results
- Grow organic search visits from 5,000 to 8,000 per month
- Increase newsletter subscribers from 1,200 to 2,000
- Publish 6 in-depth guides that each earn at least 3 backlinks
Objective
Generate more qualified demand for sales
Key results
- Increase marketing-qualified leads from 150 to 220 per month
- Lower cost per qualified lead from $90 to $70
- Raise MQL-to-SQL conversion from 20% to 28%
Engineering OKR examples
Engineering OKRs focus on reliability, speed and quality outcomes rather than lists of tickets.
Objective
Ship changes faster without breaking things
Key results
- Increase deployments from 2 to 10 per week
- Reduce change failure rate from 18% to 8%
- Cut median pull request review time from 30 to 8 hours
Objective
Make the product reliably fast for every customer
Key results
- Raise uptime from 99.5% to 99.9%
- Reduce p95 page load time from 3.2s to 1.5s
- Lower open high-severity bugs from 25 to 5
HR and people OKR examples
People OKRs measure how well the organisation hires, develops and keeps its team.
Objective
Hire great people quickly
Key results
- Reduce time to hire from 55 to 35 days
- Raise offer acceptance rate from 70% to 85%
- Reach a new-hire 90-day satisfaction score of 4.5 out of 5
Objective
Make this a place people want to stay
Key results
- Increase employee engagement score from 68 to 75
- Reduce voluntary attrition from 16% to 11% annualised
- Ensure 100% of employees have a written development plan
Product OKR examples
Product OKRs describe the change in customer behaviour you want, not the features you plan to ship.
Objective
Help new users reach value in their first session
Key results
- Increase activation rate from 35% to 50%
- Reduce time to first key action from 12 to 5 minutes
- Raise week-1 retention from 40% to 55%
Objective
Turn our most-used feature into a reason to stay
Key results
- Grow weekly users of the feature from 30% to 45% of active accounts
- Increase its satisfaction score from 3.6 to 4.3 out of 5
- Reduce related support tickets by 40%
Turn an example into your own OKRs
The builder guides you step by step and checks each key result as you write it.