如何在8个步骤中设置获胜的OKR进球[+ 5 OKR示例]

没有目标的销售团队就像没有车轮的汽车。引擎将运行，但不会到达任何地方。

您可能已经有一个sales strategy可以使您的销售组织顺利进行。但是如果你不set the right sales goals, you risk idling in place.

You could take out a whiteboard and brainstorm a few goals out of the blue. Or you could use Objectives and Key Results (OKRs), a proven goal-setting method that will ensure your team has plenty of drive to succeed. Setting OKRs will help you focus on growth, andresearch显示销售leaders who do that see better long-term success.

Let’s discuss what OKRs are and how you can use them to drive success for your sales organization.

销售团队可以使用OKR来简化和简化他们的努力，尽管经常通过支持智能目标框架。智能代表特定的，可衡量的，可分配的，相关和基于时间的。在设定目标时，该首字母缩写词是针对学生和专业人士推荐的框架。

The OKR framework is incredibly different from the SMART method and is overall a much better fit for sales teams. Let’s take a look at the difference.

智能目标与OKR框架

SMART goals are best for individuals, while OKRs are best for teams.

Setting SMART goals can be an effective approach for setting personal or individual goals; however, it can be challenging to measure the progress of an entire sales team with this framework. After all, setting a goal is one thing, but having an entire team of people understand and work together to achieve it is another.

That’s where OKRs come in. OKRs create measurable, attainable goals for an entire team. They are especially useful in sales. In sales organizations, reps can easily get wrapped up in their own quota and workflow. While working the daily grind, employees can become hyper-focused on tasks without understanding how their work connects to the bigger picture.

If a sales team is following the OKR framework to map out their priorities, they would set one overarching goal. That overarching goal is then broken down into smaller measurable goals called key results. These results must be attained within a specific time period.

Using the OKR method, each individual on your team has buy-in when setting organizational goals and knows exactly what they should be doing to support the team’s broader objectives.

OKRs are used in conjunction with KPIs for optimal success — though the two can often be confused.

OKRs vs KPIs

OKRs are goals for the team, while KPIs are the metrics by which the team’s success is measured. An example of an OKR would be“Earn a quarterly revenue of $575,000, a 15% increase over the prior quarter’s revenue.”An example of a KPI would be“Total revenue by quarter.”

Still not sure what the actual difference is? Learn more aboutsales metricsand销售KPI,那么看看这个OKR fra的概述mework entails.

OKR Framework

An OKR goal is made up of three things: An objective, a time period, and a list of key results. Let’s break these down.

Objective

This defines the qualitative outcome of the goal and what we're looking to accomplish. Your objective should be concise and easy to understand for everyone in your organization.

时间段

A set time period to measure the effectiveness of actions taken to meet your objective. Many teams define a three-month period for OKRs to align with their quarterly business calendars.

Key Results

可衡量的结果分为三个关键结果，这些结果会随着难度而增加。将每个关键结果视为“里程碑”，使您的团队更接近您的目标。

• Key result one：可量化目标我们可以通过80％的确定性实现。
• 关键结果两个: Quantifiable goal we can accomplish with 50% certainty.
• Key result three: Quantifiable goal we can accomplish with 20% certainty.

Now that you know the structure of the OKR framework, let’s go over how you can set them.

1.确定增长领域。

你认为你的团队最需要改善upon? Setting OKRs that tackle these areas of growth can be an excellent starting point.

For instance, if only 75% of sales reps met quota last quarter, you might set an objective to increase that number by 10% by the end of next quarter. The key results could include:

• Key result one: Every sales rep spends one more hour per day finding more qualified prospects.
• 关键结果两个：每个销售代表每周的会议比以前多两次。
• Key result three：每个销售代表每月收盘要比以前多八笔交易。

2.将OKR与业务范围的目标保持一致。

您设置的每个OKR都必须与整个业务目标保持一致。无论您公司的领导者想将净利润提高一定金额还是减少客户流失bob全站app的一定百分比，每个目标都必须纳入该目标。

Business-wide revenue goals are simple, because you can adjust the team’s revenue goals to help reach that objective. But what happens when the business wants to do something less sales-related, such as mitigating security risks for current customers?

You might look for vulnerabilities in your sales systems and set OKRs that reduce the mishandling of customer information. Remember, however, that the key results must be concrete and measurable. An example here would be“在本季度结束时采用新的CRM，提供更好的安全措施。”

3. Establish OKRs that are quantifiable.

OKRs must be quantifiable — there’s no space for vague goals such as “Increase revenue” or “Sell more products.” Assign a number or percentage to each of the OKRs, starting with the objective down to the key results.

如果每个OKR没有附加可量化的测量，则可能会设定一个太高或无法实现的目标。

4. Get input from the entire team.

在定义目标和关键结果时，重要的是要收集整个团队的意见，而不仅仅是从最高目标中取得目标并逐渐下降。

That way, your team members don’t feel like they don’t have a say — and the truth is, your sales reps likely have a better understanding of the goals they can achieve. Listen to them carefully, and don’t forget to directly integrate their input into each OKR goal.

5.确保个人销售代表知道该怎么做。

OKRs are highly effective because they are specially designed for teams. That said, each OKR goal should have a clear directive for individual reps and what they must do every week or month to help the team reach its key results.

例如，如果您的目标是将收入增加20％，则每个团队成员每周再花费一个小时upselling five of their current clientswith the goal of closing one more upselling deal per week.

6. Remove roadblocks and provide encouragement.

When sales teams have demanding goals, it’s all too easy for reps to be discouraged — especially if they’re running into roadblocks or aren’t receiving enough support. If your team has trouble with a current tool or process, be sure to remove those roadblocks so that they can effectively reach their goals.

7. Create a chart to document progress.

我们建议在每周结束时有一个指定的地方记录团队的进度达到目标。这使您的OBR为团队的成员保持头脑，并使所有人在帮助组织达到目标方面的作用负责。

Creating a progress table like the version below and reviewing it with your team on a weekly basis can be a helpful practice.

8.庆祝胜利，改善损失并收集反馈。

最后但并非最不重要的一点是庆祝胜利。您的团队取得了关键的结果 - 或者至少取得了近距离的成绩 - 值得庆祝。

Study the losses for opportunities of growth. After that, gather feedback from the team to learn what they found challenging and what they found invigorating. You can then start the process all over again and set better and more effective OKRs.

现在，您了解了这个目标设定框架的基础知识以及如何设定有效的OKR，让我们回顾一些示例。

Sales OKR Examples

1. OKR Example for Reaching Quarterly Revenue Goal

First, let’s look at an OKR example of an organization looking to increase its quarterly revenue. It performed well last quarter, but it feels it could be better as the year nears its end.

Objective

Earn a quarterly revenue of $575,000, a 15% increase over the prior quarter’s revenue of $500,000.

时间段

October through December of the current year.

Key Results

• Key result one：在新产品的发布月期间创下25,000美元的销售额。
• 关键结果两个: Close an upsell or recurring deal with 10% of the existing customer base.
• Key result three: Decrease the sales cycle from 30 days to 25.5 days.

2.达到潜在客户目标的OKR示例

Now let’s look at a sample OKR of a sales team looking to work on lead conversion. This sales team recognizes that they could improve the signup process and that that’s where they’re likely losing leads.

Objective

改善潜在客户过程以增加合格的潜在客户数量。

时间段

January through March of the current year.

Key Results

• Key result one: Reduce the number of fields on the signup page to streamline the demo request process.
• 关键结果两个: Respond to 80% of inbound inquiries within 12 hours.
• Key result three: Each rep demos the product to 25 new leads each week.

3. OKR Example for Sales Enablement Goals

Having efficient sales processes is critical for growth. Here’s an example of how a team focused on sales enablement could approach using the OKR framework.

Objective

Streamline sales analytics and reporting for better data visibility.

时间段

April through July of the current year.

Key Results

• Key result one: Identify one central tool to use for all reporting and data management.
• 关键结果两个: Migrate data from existing systems into one streamlined system and teach team members how to use the new system.
• Key result three: Decrease time spent on reporting and administrative tasks by 20%.

4.会议注册的OKR示例

在此示例中，一家公司希望增加他们在会议bob全站app期间获得的注册。他们知道他们以前的会议并没有那么成功，因为他们的展位靠近后背，而与竞争对手的横幅相比，他们的横幅并没有脱颖而出。

Objective

Get at least 50% more leads from every conference we attend.

时间段

January through March of the current year.

Key Results

• Key result one: Redesign the entire booth so that it’s more eye-catching and book booths that are in more transited areas.
• 关键结果两个: Equip every rep with a tablet that they can use to get signups outside the booth.
• Key result three: Get 25 lead signups per day.

5. OKR Example for Prospecting

Prospecting is so incredibly important in sales. In this example, a business wants to set OKRs to get more qualified prospects, since their previous prospects were less qualified and didn’t end up demoing the company’s software.

Objective

Obtain more qualified prospects to increase demo rates by 20%.

时间段

January through March of the current year.

Key Results

• Key result one: Scout two more tools that can help us find qualified prospects in our target verticals.
• 关键结果两个: Send 10 more prospecting emails per day per rep.
• Key result three：每位销售代表每周再完成2个演示。

The OKR Framework Is the Key to Sales Success

As you can see, the OKR framework can fit a variety of goals and initiatives that can ultimately make your sales team more successful and accountable for their contributions to the overall objectives. Setting OKRs will drive your team toward success and empower you to exceed your organizational goals.

Editor's note: This post was originally published in October 2015 and has been updated for comprehensiveness.