Team Goal Setting Case Studies

by departments

MODULE "Goal setting and priority management"

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Sales

OKR/SMART

🎧 OKR Road Map

Overall Sales / Commercial Goal:

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Maximize the value of your customer base by growing the number of paying customers, increasing average revenue, and driving long-term retention, ensuring the company achieves revenue goals.

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🎧 OKR Road Map

Level 1. Strategic Results

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• Growth of the customer base (number of paying B2B and active B2C).
• Increase profitability ( ARPA, ARPU).
• Retention and renewals ( churn ↓, contract renewals ↑).
• Cross-selling and multi- product .
• Regional/vertical coverage (new markets, segments).

Level 2. Key Business Metrics

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• ARPA (Average Revenue per Account) is the average revenue per business account.
• ARPU (Average Revenue per User) is the average revenue per end user.
• Churn Rate ( customer churn) - % of those who do not renew.
• Net New Accounts — increase in new paying B2B clients.
• Share of Wallet — the share of a client's revenue that goes through the platform.
• Multi-product Adoption Rate — the proportion of customers using ≥2 products.

🎧 OKR Toad Map

Level 3. Operational Indicators

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• Number of new contracts signed ( B2B).
• YOY renewals among customers.
• Average transaction check.
• Lead conversion → deals.
• Average number of products per customer.
• Number of meetings/contacts per sales representative .
• % of planned fulfillment of sales team quotas.
• Share of clients with long-term contracts (≥12 months ).
• Number of new customers activated in the first 90 days.
• % of upsells from existing customers.
• Share of revenue from the top 20% of clients ( concentration risk).
• NPS among B2B clients.

🎧 OKR Road Map

Level 4. Action Metrics

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• Number of outgoing calls/emails per week.
• Number of meetings held / demos.
• Number of personalized offers.
• Number of new leads in CRM.
• % of leads processed in ≤24 hours.
• Number of upsell offers per client.
• % of salespeople who completed their individual activity plan.
• Average time from lead to deal ( sales cycle length).
• Number of follow-ups for each lead y.
• Number of joint transactions with partners.
• % of customers who have an assigned Customer Success Manager.
• Number of clients connected to pilot/new products.

🎧 OKR Road Map

Sales

CASE STUDIES

O: Increase revenue from B2B clients by 40% in 4Q.

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KR:

○ Revenue from corporate subscriptions will grow by 20% by the end of the year.

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○ Conclude 15 new partnership contracts.

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○ Increase B2B ARPU by 10%.

1

OKR

O: Expand your affiliate network by 20%

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KR:

○ Add 3 strategic partners in each key vertical.

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○ Conduct 2 joint marketing campaigns.

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○ Increase the number of active partners by 25%.

2

OKR

O: Reduce customer churn by 15%.

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KR:

○ Reduce B2B subscriber churn from 15% to 8%.

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○ Launch a retention program

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○ Achieve NPS ≥ 40.

3

OKR

SMART

Ineffective wording

1. Sign 5 new large clients with revenue >€100k/year by the end of the year.

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2. Increase the number of deals for repeated renewals from 60% to 80% by January.

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3. Conduct 10 meetings with potential partners by the end of November.

●"Find new clients" - how many? which ones? when?

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●“Increase sales” is not SMART.

1. OKR Library for the Sales Department