STAR Execution
Turn strategy into weekly sales progress.
STAR Execution is Tick Tock Consulting’s strategy execution model for B2B companies with complex sales. It connects your vision and strategic goal to the few activities that win deals — and keeps them alive with a visible scoreboard and a 20-minute STAR meeting every week.
Strategy rarely fails on paper
Most leaders study strategy. Very few study execution. In B2B companies with complex sales, the gap shows up in familiar ways:
Too many goals — everything is a priority, so nothing is.
Only lag measures — revenue and win rate are reviewed when it is too late to change them.
The whirlwind wins — urgent internal work crowds out the activities that move deals.
Follow-up without energy — pipeline meetings become status reports, not decisions.
The STAR Execution model
Aim for your star. The vision is the destination, the strategic goal is the compass, and your daily business is the rocket that gets you there — fuelled by disciplined endurance.
★Vision
Why we do what we do. The destination everything else points to.
SStrategic goal
The compass. The one goal that makes all the difference — from X to Y by when.
TTactical goals
The rocket stages. Three measurable goals per team, typically 6–12 months.
ASTAR activities
The engine. 2–3 activities per tactical goal that the team controls and reviews every week.
RRhythm & review
The fuel. A scoreboard everyone can see and a 15–20 minute STAR meeting every week.
From strategic goal to Monday morning
Example: an owner-led B2B consultancy with 40 employees. Delivery crowds out sales. Chosen ICP: manufacturers with 100–500 employees who need to improve production efficiency.
★ Vision · A stronger industry
S · Strategic goal · SEK 10 → 15 million
Grow annual sales within the chosen ICP to SEK 15 million by December 2027.
T · Three tactical goals
A · Two activities per goal
1 · More right opportunities
10 → 15 per quarter
Grow qualified ICP opportunities to 15 per quarter by June 2027.
1. Contact five new ICP companies per account owner each week.
2. Hold three needs meetings a week; qualify need, capacity and decision path.
2 · Win more deals
20% → 30%
Increase the win rate in qualified ICP opportunities to 30% by June 2027.
1. Quantify customer value together before a proposal.
2. Confirm the solution and decision path with the decision-maker before a proposal.
3 · Shorter sales cycle
120 → 90 days
Reduce the time from qualified opportunity to decision by June 2027.
1. Book the next step with an owner and date at every customer meeting.
2. Agree a joint decision plan with the customer before a proposal.
R · Monday, 20 minutes
Track activities and the three goals in CRM. Review last week’s commitments. Each account owner chooses 2–3 concrete commitments for the week ahead.
A rhythm your team can see
People play differently when they keep score. The scoreboard shows STAR activities next to the tactical goal — fed from your CRM, so nobody reports twice. Every week the team meets for 15–20 minutes:
Report — did we do last week’s commitments?
Review the scoreboard — are we winning?
Commit — one or two specific commitments each for next week.
When the scoreboard shows the team drifting, the goal stays — the activities change.
Two ways to start
Package 1 · STAR Kick-off
A half-day workshop for the leadership or sales leadership team. Leadership confirms the vision and strategic goal in advance; together we set tactical goals, choose STAR activities, draft the scoreboard and agree the meeting rhythm. Check-in after four weeks.
Package 2 · STAR Execution Programme
A full-day workshop followed by a 12-week sprint. The scoreboard goes live in your CRM, the first three STAR meetings are facilitated, and check-ins at weeks four and eight keep the activities sharp. Results review and next-quarter plan at week twelve.
Part of Sales Efficiency
STAR Execution is one of three connected ways we improve Sales Efficiency. Customer Centricity Framework provides the structure, Sales – A Helping Mindset the capability in the client conversation and STAR Execution the rhythm that makes the change stick.
Download the STAR Execution white paper
How to turn strategy into weekly sales progress — the model, a worked Sales Velocity example, the STAR meeting agenda. 7 pages.
Questions about STAR Execution
What is STAR Execution?
STAR Execution is Tick Tock Consulting’s model for turning strategy into action. It links the vision and one strategic goal to three tactical goals per team, 2–3 activities per goal, and a weekly rhythm with a scoreboard and short STAR meetings.
What does STAR stand for?
S is the strategic goal, T the tactical goals, A the STAR activities and R rhythm & review. The star itself is the vision the whole model aims at.
How is STAR Execution different from OKRs?
OKRs set objectives and key results, usually per quarter. STAR adds three tactical goals per team, 2–3 driving activities per goal and a weekly meeting rhythm. The models can be used together.
Is STAR Execution only for sales teams?
No. The model works for any strategy. Tick Tock Consulting mostly applies it within Sales Efficiency, where Sales Velocity gives clear, measurable goals.
What is STAR Execution based on?
It is inspired by Good to Great, Blue Ocean Strategy and The 4 Disciplines of Execution, adapted by Tick Tock Consulting for B2B companies with complex sales.
Where could your strategy move faster?
20 minutes, free of charge. We understand your situation and goals, give concrete guidance on the spot and assess together whether we can help. If there is a fit, the next step can be a Process Review.