Sales quota calculator

Enter a revenue target and the number of reps and see the emails, replies, meetings and deals each rep needs.

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Each rep carries a $421,053 quota, $35,088 a month.

$2,000,000 over 4.75 productive reps. A new hire who ramps 3 months carries $315,789. At a $20,000 deal that is 21.1 deals a year each.

Quota per rep

$421,053

A full year in seat

Per month

$35,088

Per rep

New hire quota

$315,789

Prorated for 3 months ramp

Productive reps

4.75

5 on the team, 1 new

Activity each rep needs

Per rep, per month, to hit the quota

Contacts to reach

31,328

Replies

940

Positive replies

282

Meetings booked

21.9

Meetings held

17.5

Opportunities

8.8

Deals won

1.8

At 4 emails per contact that is 125,314 emails a month per rep, or 62,657 LinkedIn touches (a connection request and a message per contact).

Rates behind the activity

Ken's published numbers, then planning defaults

Reply rate

Ken publishedKen's published numbers.

Positive replies

30%

Ken publishedKen's published numbers.

Meetings booked

7.78%

Ken published7 meetings per 10,000 contacts, as a rate per positive reply.

Show rate

80%

AssumptionPlanning default, not a Ken benchmark.

Meeting to opportunity

50%

AssumptionPlanning default, not a Ken benchmark.

Win rate

20%

AssumptionPlanning default, not a Ken benchmark.

Ken's published numbers for reply, positive reply and meeting rates; planning defaults for the stages after the meeting.

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The quota, the activity each rep needs and the rates behind it, with a saved link that stays live for 90 days.

Quota per rep and per new hireEmails, replies and meetings per repThe rates used, with sources

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What the quota calculator does

It sets a sales quota two ways and turns it into the monthly activity each rep needs.

Top-down: revenue target, number of reps and ramp time for new hires give a quota per rep.
Bottom-up: deal size, win rate and sales cycle give what one rep can realistically book in a year.

Then it works backwards from deals to opportunities, meetings, positive replies, replies and contacts, and shows the emails and LinkedIn touches per rep per month.

How to read the result

The activity bars show each step per rep per month, from the contacts to reach at the top to the deals won at the bottom. Emails assume four per contact, a standard sequence. In bottom-up mode you also get team capacity, the gap to target and the number of reps needed to close it.

If the emails a rep needs are far above what one person can send and handle, the quota is not achievable with outbound at those rates.

How to use it

Run both modes. Top-down tells you what the plan needs, bottom-up tells you what the team can do, and the gap between them is the real planning decision: more reps, a bigger deal size, a better win rate or more pipeline per rep. Prorate quotas for new hires using their ramp months instead of giving them a full number on day one.

Why it matters for outbound

A quota without the activity behind it is a wish. Converting it into emails, replies and meetings per rep shows whether the outbound volume exists to support it, and how much the reply rate is carrying. Dropping from a 3% to a 2% reply rate means 50% more emails for the same quota.

Questions

How do you calculate sales quota?

Top-down, divide the revenue target by your effective number of reps, where a new hire counts as (12 - ramp months) / 12 of a rep in their first year. Bottom-up, multiply the opportunities a rep can work by the cycles in a year, the win rate and the deal size.

What is the difference between top-down and bottom-up quota setting?

Top-down starts from the company target and splits it across reps. Bottom-up starts from what one rep can close with the deal size, win rate and cycle you have. Top-down sets the goal, bottom-up checks it is reachable.

How should I set quota for a ramping rep?

Prorate it. A rep with a three-month ramp who starts in January carries nine months of quota in their first year. The calculator does this for new hires and adds them to the effective rep count.

How many emails does an SDR need to send to hit quota?

Work back from deals: deals / win rate = opportunities, then through the meeting, show, positive reply and reply rates to contacts, then times the emails per contact. The calculator shows this per rep per month with Ken's published reply rates as the default.

What is quota over-assignment?

Setting the sum of rep quotas above the company target, so the plan survives some reps missing. In top-down mode, enter an over-assignment percentage and the calculator raises the target by it before splitting it across reps.