In small and medium-sized businesses across the CIS, OKRs are increasingly used for strategic growth, while CRM systems remain the backbone of sales operations.
But what happens when you combine them?

Integrating OKRs with your CRM transforms abstract, high-level goals into concrete, daily actions for sales teams, marketers, and managers. This is more than automation — it’s synergy. According to Harvard Business Review (2025), companies that link OKRs with operational systems increase conversion rates by 25% and reach goals 30% faster.

This article provides a step-by-step guide to integrating OKRs into a CRM (using shamCRM, 1C, and Bitrix24 as examples).

Contents

1. Why Integrate OKRs with CRM

2. How OKRs and CRM Complement Each Other

3. Step-by-Step OKR Integration

4. Examples in Popular CRM Platforms

5. Automation & Analytics

6. Common Mistakes and How to Avoid Them

7. Case Studies from the CIS Region

Why Integrate OKRs with CRM

Management by Objectives (MBO) theory and CRM analytics show that the gap between strategy and operations is the main reason 70% of initiatives fail.
Integrating OKRs with CRM resolves this gap:

• Goal transparency. Every employee sees how their deals impact quarterly OKRs.

• Automatic tracking. Key Results (KRs) update in real time based on CRM data.

• Stronger motivation. Sales reps understand why closing a $1M deal matters — it directly contributes to a revenue KR.

• Faster adjustments. When a KR falls behind, the CRM reveals whether the issue lies in leads, conversion rates, or average deal value.

With automation growing at a 22% CAGR across the CIS in 2025, OKR+CRM integration is becoming a standard approach for scaling.

How OKRs and CRM Complement Each Other

Example:
Objective: Become the market leader in interior design in Tashkent.
KR1: Sign 20 contracts with developers.
CRM: Automatically counts deals tagged “developer” and updates KR progress.

Step-by-Step OKR Integration into CRM

Systems thinking theory states: integration must be simple and scalable.

Step 1: Define Your OKRs

• 1–3 objectives per quarter.

• 3–5 measurable KRs (revenue, leads, conversion rate).

Step 2: Configure the CRM

• Create custom fields for each KR (e.g., OKR_Revenue_Q4).

• Add tags/labels for deals contributing to specific KRs.

• Set up a sales pipeline with stages directly influencing KR progress.

Step 3: Automate Tracking

• Use CRM dashboards to display KR progress.

• Set notifications when a KR reaches 70%.

• Connect APIs (if supported) to sync with external OKR boards.

Step 4: Train the Team

• Hold a 30-minute session: “How your deal impacts OKRs.”

• Include OKRs in weekly team reports.

Step 5: Run Weekly & Monthly Check-Ins

• Weekly: CRM dashboard review + 15-minute OKR check-in.

• Monthly: Adjust KRs based on CRM performance data.

Examples of OKR Integration in Popular CRM Systems

Bitrix24

• Use Smart Process Automation for OKR entities.

• Create a funnel report with the #OKR_Q4 tag filter.

• Use BI connector to export data into Google Sheets.

1C: UNF + MoySklad

• Add custom fields in the “Deals” directory.

• Use the “Sales Dynamics” report filtered by custom parameters.

• Export to Excel → auto-update OKR tracking spreadsheets.

shamCRM (recommended for SMBs)

• Built-in OKR tags for deals.

• AI analytics predicting KR completion based on current pipeline data.

• Integration with Google Sheets and external dashboards.

Automation & Analytics

Tools to enhance OKR+CRM workflows:

• Zapier / Make.com — Connect CRM → Google Sheets (OKR board).

• Power BI / Tableau — Visualize OKR progress using CRM data.

• AI analytics (in shamCRM) — Predict KR achievement based on pipeline trends.

Example automation:
A deal moves to “Closed Won” → Zapier adds +1 to a KR counter in Google Sheets → the dashboard updates automatically.

Common Mistakes and How to Avoid Them

Conclusion

Integrating OKRs with CRM is not a technical project — it’s a culture of achieving results.
Start with one KR, connect it to your CRM, and within a quarter you’ll see how goals stop being abstract and start driving daily actions.

Ready to implement OKR automation?
Contact shamCRM support.