The Account Executive role is changing.
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Today, we launch our 2025 SDR motions, metrics, and compensation research.
This is our 10th iteration of this project since 2007. This edition will take ~6 minutes to complete. If you lead a Sales Development group, please participate.
We've redesigned this year’s survey based on your feedback to dig into how things are changing. But, equally importantly, we want to focus in on what outperformance looks like in this environment.
We’ll be sharing the results in the coming months. I appreciate that so many of you take the time to share. We couldn’t do it without you.
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The 2024 Benchmark Report is our latest dive into metrics and compensation for the AE role within SaaS companies. It summarizes the findings from leaders at more than 170 B2B SaaS companies regarding the current state of the Account Executive role.
You can download the 2024 SaaS AE Report here.
If you'd rather watch the report than read it, Kyle Smith and I recorded a video walkthrough and breakdown.
Here's a peek at what you'll find inside:
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Last month, I just put together a presentation for a handful of VC-backed portfolio companies on building attrition into SDR planning. The broader topic was what happens to your 2024 SDR pipeline number if your quit rate spikes. You can watch a shorter video version of the talk here.
For many companies in the audience, the SDR operating plan was built off of 2023. “We did $20M new logo ARR last year, want to grow by 30%, goal for this year is $26. We need sales development to source 25% of that so we need 2 more SDRs.”
This is a very common aspect of the headcount planning process but what is often overlooked are the underlying assumptions of rep attrition. If 2024 attrition mirrors 2023, no problem. But what if it doesn’t? And is that even a reasonable expectation?
We’re coming off of 15 months of the lowest quit rate that we’ve seen in a decade. With layoffs being broadly publicized and stiffer market conditions keeping people in role longer, voluntary attrition (aka quits) dropped significantly during Q4’22-Q4’23.
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