SDR Performance Calculator by

Hello and welcome!

If you're here, you want some numbers to help you understand how much impact your SDRs are currently having, a
how they might have more. Or maybe you're not sure about the quota that's for them.
We have you covered. Just make a copy of this spreadsheet, so you can edit it.

Then, to use the calculators, just change the yellow cells to reflect your business and you'll get your answers.
We have also included benchmarks for fully loaded costs in SF / NYC on (Tab 2), but feel free to change the yellow
cells there and make it your own!
This spreadsheet has 3 separate calculators that can be used in order:
Meeting & Revenue Setter (Tab 3) - If you're starting from scratch and you don’t even know how much revenue to
expect from your team. This benchmarks to SaaS best practices
SDR Meeting Quota Setter (Tab 4) - If you already have a revenue target, this will tell you how many meetings you
need per SDR!
SDR ROI (Tab 5) - Given how your metrics look today, is your SDR program an atractive revenue engine to investo

Forecast (Tab 6) - Allows you to see if you are on track to hit your goals for the year

If you have any questions whatsoever, just shoot us an email or a phone call (yes, we answer the phone).

- Tito Bohrt and Josh Braun

Need help getting your SDRs to set more meetings?

Whether your team is 1 or 50, in one place or spread across the world. Our training is live online and customized for y
business.

How to Reach Us:

Email: tito@altisales.com or josh@salesdna.co
Call or text Josh Braun: (818) 968-1934
Website: altisales.com & salesdna.co
 Cost of Sales - San Francisco / New York
Jr. SDR SDR Sr. SDR/Sales Ops SDR Manager VP of Sales
Salary $45,000 $55,000 $60,000 $100,000 $200,000
Commission $25,000 $30,000 $40,000 $70,000 $200,000
Social Sec (6.2%) $2,790 $3,410 $3,720 $6,200 $12,400
Medicare (1.75%) $788 $963 $1,050 $1,750 $3,500
Unemployment tax (6%) $2,700 $3,300 $3,600 $6,000 $12,000
Workers comp (1.25%) $563 $688 $750 $1,250 $2,500
Employee Insurance $10,000 $10,000 $10,000 $10,000 $10,000
Office Space $12,000 $12,000 $12,000 $12,000 $12,000
Cost of hiring $11,250 $13,750 $15,000 $25,000 $50,000
Data and Tools $5,000 $5,000 $5,000 $5,000 $5,000
Meals + snacks + events $7,500 $7,500 $7,500 $7,500 $7,500
Other (401K, equipment, transportation) $5,000 $5,000 $5,000 $5,000 $5,000
Base Costs $102,590 $116,610 $123,620 $179,700 $319,900
Costs at OTE $127,590 $146,610 $163,620 $249,700 $519,900

Sales Development What's your team composition?

SDR Team Base SDR Team OTE Role # employees
One man sales team - StartUp Jr. SDR 1.00
Experienced SDR (ex mgr) $179,700 $249,700 SDR 0.00
1 Sr. SDR, 1 SDR Coach $171,620 $241,620 Sr. SDR 1.00
Sales Ops 0.00
Small Start-Up SDR Manager 0.50
2 SDRs, 1/2 Mgr or 1 Coach $316,060 $416,060 VP of Sales 0.00
Your Teams OTE $416,060
Medium Start-Up
4 SDRs, 1 Manager/Ops $632,120 $832,120 ^ take this number to the next tab ^

Big Company SDR/CSR program

8 SDRs, 1 Ops, 1 Mgr, 1/3 VP $1,342,833 $1,906,110

* Real estate data for office space from www.42floors.com

* Data from tech companies @ Glassdoor. It includes stock options in OTE
www.saleshacker.com/sales-compensation-plan-blueprint
www.bettsrecruiting.com for salary data as well
Per SDR 9300
Individual Manager 3350
Part Time MGR 4700
Manager 4700
$127,590
$0
$163,620
$0
$124,850
$0
If you don't have a "Revenue goal" number. Use this sheet!
Instructions: update yellow cells to get meetings required for each scenario

Total SDR Team Cost at OTE (from Tab 2) $416,060

Number of SDRs actively prospecting on your team 2

Customer ACV (Annual contract value) $50,000

Close Rate: (Meeting Performed to Close) 11%
Show Rate: Meeting scheduled to Performed 75%

Scenario 1: Acceptable Performance (18 month CAC payback)

Revenue Required for the year $378,236
Customers Required 7.6
Annual Meetings Performed Required 69
Monthly Meetings Performed Required 6
Monthly Meetings Set Required 8
Monthly Meetings Performed Per SDR Required 2.9
Monthly Meetings Set Per SDR Required 3.8

Scenario 2: Best in Class for SaaS Growth (13 month CAC payback)
Revenue Required for the year $611,853
Customers Required 12.2
Annual Meetings Performed Required 111
Monthly Meetings Performed Required 9
Monthly Meetings Set Required 12
Monthly Meetings Performed Per SDR Required 4.6
Monthly Meetings Set Per SDR Required 6.2

Scenario 3: Absolute Rocketship (10 month CAC payback)

Revenue Required for the year $945,591
Customers Required 18.9
Annual Meetings Performed Required 172
Monthly Meetings Performed Required 14
Monthly Meetings Set Required 19
Monthly Meetings Performed Per SDR Required 7.2
Monthly Meetings Set Per SDR Required 9.6

Want more hands on help?

Set up a 20-minute video call and we'll set it up for you.
Click here to set it up now >>>
How to use this sheet:**

In short this document tell you the following:

"Given your projected costs, how much revenue, and therefore how many meetings do we need to get a good ROI?"

The stats for what is considered good ROI coms from David Skok at Matrix Partners:
https://www.forentrepreneurs.com/2017-saas-survey-infographic/

Definitions:
Meeting Performed: A meeting that takes place between your sales rep and a customer with the appropriate title
Meeting Set: A meeting that is scheduled in the calendar but has not taken place yet

** use this document before you start a team

If you already have a "Revenue goal" target use this sheet!
Instructions: update yellow cells to get meetings required for each scenario

Revenue goals
Annual Revenue (ARR) required from Outbound SDRs $500,000
Customer ACV (Annual contract value) $50,000
Total Deals closed needed 10.0
Number of SDRs on your team 1
Show rate on meetings booked 75%

Scenario 1: Worst Case Close Rate 6%

Meetings performed needed (yearly) 166.67
Meetings performed needed per SDR (monthly) 13.9
Meetings set needed per SDR (monthly) 18.5

Scenario 2: Expected Close Rate 10%

Meetings performed needed (yearly) 100.00
Meetings performed needed per SDR (monthly) 8.3
Meetings set needed per SDR (monthly) 11.1

Scenario 3: Best Case Close Rate 15%

Meetings performed needed (yearly) 66.67
Meetings performed needed per SDR (monthly) 5.6
Meetings set needed per SDR (monthly) 7.4

Want more hands on help?

Set up a 15-minute video call and we'll set it up for you.
Click here to set it up now >>>
How to use this sheet:**

In short this document tell you the following:

"I already know my Revenue goals, my ACV and number of SDRs. Given my projected close rates, how
many meetings do I ned per SDR to hit my goals?"

The stats for what is considered good ROI coms from David Skok at Matrix Partners:
https://www.forentrepreneurs.com/2017-saas-survey-infographic/

Definitions:
Meeting Performed: A meeting that takes place between your sales rep and a customer with the appropriate title
Meeting Set: A meeting that is scheduled in the calendar but has not taken place yet

** use this document if you've had an SDR team for less than a year
Based on your current Metrics, is your SDR team viable?
Instructions: update yellow cells to get SDR ROI.

Total SDR Team Cost at OTE (from Tab 2) $858,660

Number of SDRs actively prospecting on your team 4
Current Monthly Meeting Quota per SDR (from Tab 3 or 4) 11
Conversion Rate: Meeting Set to Performed (show rate) 75%
Conversion Rate: Meeting Performed to Close (win rate) 8%

Customer ACV (Annual contract value) $40,000

Estimated Customer Retention (in years) 3.33
Total LTV Generated by SDR Team $4,219,776
Total Cost of Sales and Sales Devlopment Organization $1,365,540

LTV to CAC Ratio* 3.09

Would this program be financially feasible for the company?

CAC Payback period at goal 1.08
Is this program financially viable for my company? #NAME?
Still viable if you only hit 90% of quota? #NAME?
Still viable if you only hit 80% of quota? #NAME?
Still viable if you only hit 70% of quota? #NAME?
Still viable if you only hit 50% of quota? #NAME?

Want more hands on help?

Set up a 15-minute video call and we'll set it up for you.
Click here to set it up now >>>
How to use this sheet:**

In short this document tell you the following:

"Given how our metrics look today, is our SDR program an atractive revenue engine to investors?"

The stats for what is considered good ROI coms from David Skok at Matrix Partners:
https://www.forentrepreneurs.com/2017-saas-survey-infographic/

<- A 3.0+ ratio is a rocketship. A 2.2 - 2.9 Ratio and you have a good business. Below 2.2 and you're in trouble.

<- Program viable if CAC payback is under 1.8. program is amazing if CAC payback under 1.15
How many SDRs do I need to hit my revenue numbers?
Instructions: update yellow cells to get meetings required for each scenario

Revenue goals
Business Days this year 261
Business Days left in the year -745
Annual Revenue (ARR) required from Outbound SDRs $1,000,000
Customer ACV (Annual contract value) $17,000
Revenue generated so far $150,000
# of deals currently active in pipeline 50
close rate on active deals in pipeline 20.00%

Revenue GAP $680,000

Total Deals closed needed on top of current pipeline 40.0
Sales Cycle (in days) 60.0
Weeks left to set meetings that can close this year -161.0
Number of SDRs on your team 5
Current meetings set per SDR per week 3
Show rate on meetings booked 75%
Close rate (meeting performed to closed) 10%

Catch Up: What's needed to hit goals

Meetings
Meetings performed
performed needed
needed (with options
(per week, to close
until this year)
one sales cycle before year 400.00
end) -2.5
Meetings set needed (per week) -3.3
Meetings performed needed per SDR (weekly) -0.5
Meetings set needed per SDR (weekly) -0.7

Tracker: Where you will end up if you make no changes

Total yearly revenue projected $ (2,759,125)
GAP by end of year $ 3,759,125

Want more hands on help?

Set up a 15-minute video call and we'll set it up for you.
Click here to set it up now >>>
Definitions:
Meeting Performed: A meeting that takes place between your sales rep and a customer with the appropriate title
Meeting Set: A meeting that is scheduled in the calendar but has not taken place yet