Quarterly GTM OKR Template

Use this template at the start of each quarter to align GTM teams on shared objectives. Review progress weekly and score at the end of the quarter.

OKR Structure

Each objective should have 2-4 key results. Key results must be measurable with a specific number or percentage. Avoid key results that are simply tasks or activities.

Scoring: At the end of the quarter, score each key result from 0.0 to 1.0.

• 1.0 = Fully achieved
• 0.7 = Significant progress, stretched the team
• 0.5 = Partial progress
• 0.3 = Minimal progress
• 0.0 = No progress

A target average score of 0.6-0.7 means you set ambitious but realistic goals.

Sales OKRs

Objective 1: [Example: Accelerate pipeline creation]

Key Result	Target	Current	Score
KR1: Generate $X in new pipeline	$	$	/1.0
KR2: Increase average deal size to $X	$	$	/1.0
KR3: Improve stage 1 to stage 2 conversion rate to X%	%	%	/1.0

Objective 2: [Example: Improve sales efficiency]

Key Result	Target	Current	Score
KR1: Reduce average sales cycle from X to Y days	days	days	/1.0
KR2: Increase win rate from X% to Y%	%	%	/1.0
KR3: Achieve X% forecast accuracy	%	%	/1.0

Marketing OKRs

Objective 3: [Example: Drive qualified demand]

Key Result	Target	Current	Score
KR1: Generate X MQLs from inbound channels			/1.0
KR2: Increase organic traffic by X%	%	%	/1.0
KR3: Achieve MQL-to-SQL conversion rate of X%	%	%	/1.0

Objective 4: [Example: Build brand awareness in target market]

Key Result	Target	Current	Score
KR1: Publish X pieces of content targeting priority keyword clusters			/1.0
KR2: Grow LinkedIn followers by X%	%	%	/1.0
KR3: Secure X guest post or co-marketing placements			/1.0

Customer Success OKRs

Objective 5: [Example: Maximize net revenue retention]

Key Result	Target	Current	Score
KR1: Achieve net revenue retention of X%	%	%	/1.0
KR2: Reduce gross churn to below X%	%	%	/1.0
KR3: Generate $X in expansion revenue	$	$	/1.0

Objective 6: [Example: Improve customer health]

Key Result	Target	Current	Score
KR1: Increase average customer health score to X			/1.0
KR2: Reduce at-risk accounts from X to Y			/1.0
KR3: Achieve NPS of X+			/1.0

Cross-Functional OKRs

Objective 7: [Example: Improve GTM alignment and efficiency]

Key Result	Target	Current	Score
KR1: Reduce average lead response time to under X minutes	min	min	/1.0
KR2: Achieve X% MQL acceptance rate from sales	%	%	/1.0
KR3: Launch X integrated campaigns with sales and marketing alignment			/1.0

Quarterly Review Template

At the end of each quarter, complete this summary.

Objective	Avg. KR Score	Status	Key Takeaway
Objective 1		On track / Behind / Exceeded
Objective 2
Objective 3
Objective 4
Objective 5
Objective 6
Objective 7

Overall quarter score: ___/1.0

Top wins this quarter: 1. 2. 3.

Biggest misses and lessons learned: 1. 2. 3.

Priorities carrying into next quarter: 1. 2. 3.