Sales quota 101: Everything you need to set and smash goals

Lets face it– no one likes to discuss their sales quota. Its little wonder that its a sore topic amongst sales teams– just 46% of sales representatives are striking their quotas. However, a lot trips on this number at the end of a quarter or the end of the year; sales quotas ultimately figure out if earnings goals will be satisfied.
Take the worry (or a minimum of the tension!) out of the topic with our extensive guide to both setting and attaining your sales quota.

What is a sales quota?

A sales quota is a number, either a dollar value or an activity/volume count, set by sales leaders for representatives or groups to satisfy over a specific period. This time duration can be daily, weekly, regular monthly, quarterly, or annual.
Sometimes the difference between a sales quota and sales objective can be complicated. Are they the very same thing? Well, the simple answer is no. A sales goal is a long-term, desired result, like growing company revenue. A sales quota is a method used to fulfill these sales objectives.
For instance, you might set quarterly sales quotas to help reach annual sales objectives. You might have a quarterly sales quota of $500,000 to hit your yearly profits objective of $2 million.

How do you utilize sales quotas?

Sales quotas guarantee that youre on track to satisfy total sales objectives. If required, theyre likewise important to keep an eye on the health of your sales department and course-correct.
Utilize your sales quotas to:

A word of caution: While sales quotas press sales associates to make more sales, they can be troublesome. You demoralize your group if you set sales quotas that are impractical. Or if leading representatives are doing well and you set their quotas even greater, you risk them ending up being prevented.
As an outcome of either situation, sales quotas likely will not be fulfilled, which then affects final company revenue.
Set sales quotas that are both practical which motivate your group to sell. This is where the kind of sales quota ends up being essential.

Set sales rep expectations for the year, quarter, or month.
See where to reproduce procedures of successful sales reps.
Review which sales activities are working and which ones arent.
Highlight which associates abilities require enhancing.
Usage quota details for goal setting the following quarter or year.

Types of sales quotas

Not all sales quotas are developed equivalent. The kind of quota matters– specific ones are better for different kinds of companies. For example, the kind of quota that works for an e-commerce service isnt necessarily the very best sales quota for a B2B business.
Prior to you set your sales quotas, consider the four primary types:


This sales quota means that a sales representative has to offer a particular dollar quantity of your product and services to meet an income goal. Sales associates are hence more motivated to close higher-value deals. Its best used for companies that sell in more than one market and have a range of products and rate points.
Example: Youre a sales associate who has a month-to-month earnings quota of $10,000. To reach this quota, you are incentivized to offer high-margin subscription plans.


Volume-based quotas suggest that the representative needs to sell numerous units or subscriptions of your service. These quotas are generally yearly. They are the most common kind of quota set by small companies throughout industries as theyre simple to determine.
Example: You have to offer 200 memberships to meet your quota for the year.


With activity-based quotas, the sales associate is anticipated to complete a particular variety of activities, such as sending or making calls out emails every month. These quotas are great for SaaS companies as they have longer sales cycles and, for that reason, more activities to track.
Example: You should finish 50 demos monthly, 10 follow-up conferences, and 25 calls to fulfill your quota.


Calculate and meet your sales quota.

Setting the ideal sales quotas for your group needs breaking down total sales objectives as well as inserting quotas into your sales CRM for simple tracking.
If youre a sales associate, you can work in reverse from lofty sales quotas and turn them into workable daily or weekly jobs.

Combination-based quotas include a combination of the above quota types, such as activity-based and profit-based. These quotas are exceptional for B2B companies as there are lots of consumer touchpoints (e.g., from prospecting e-mails to customer-nurturing activities) that will impact final sales objectives.
Example: You have a profit-based quota of $1 million this quarter. To reach this quota, you likewise have activity-based quotas, consisting of 50 demonstrations monthly.
And even if you meet one sales quota (e.g., the sales activity quota for the month) does not always suggest youll meet all of your sales quotas.
Your sales reps crush this quota. This is why its important to set sensible sales quotas, no matter what type you choose.

Break down bigger sales objectives into quotas

Its a delicate balance, setting sales quotas that are tough yet possible. They also depend on your overall sales goals. These sales goals should be based not only on historic sales data but also on existing market patterns.
Your sales quotas need to be too if your sales objectives are sensible. Ensure that you have a tactical sales goal process in location.
Once youve set your total sales objectives, break down these objectives into sales quotas for your group.
Example: Your CRO set a company-wide income objective of $3 million in 2020. You therefore set a quarterly profit-based quota of $750,000 for your team. In addition, to make the number less frustrating for reps, you set a volume-based quota that says that each associate will be expected to sell 300 memberships this year to hit income objectives. 3 hundred memberships equates to an activity-based quota of 10 colds calls, 20 emails, and 5 demonstrations per week per rep.
Of course, its not quite as cut-and-dried as the above example. When setting these goals, take into account the experience of your sales group prior to distributing quotas. Providing an entry-level sales rep the very same quota as a representative with 5 years of sales experience likely wont end well.
Granted, the numbers you set will depend on your own sales team, however below are great sales quota standards based upon sales representative experience:

Account for past sales details. For instance, maybe you understand from in 2015 that 30% of your sales occurred throughout Q1. In addition to distributing quotas according to representative experience, you may set a higher quota for Q1, such as $900,000, and then lower numbers for the remaining quarters.

Entry-level sales representative (no experience): $300,000-$ 600,000 sales quota
Sales rep with (one to two years of experience): $800,000 sales quota
Experienced sales rep (three-plus years of experience): $1.3 million sales quota

Utilize your CRM to manage your numbers

[Source] For example, in Sells CRM, the Rep Performance Dashboard report allows you to set and view your sales representatives quota achievement along with pipeline conversion rates and loss factors.
Maybe you see that Lauren is great at her sales pitch but losing a significant quantity of deals at the contract phase. At her present rate, she will not meet her quota. Thats your cue to discuss why shes having a hard time and how you can assist.
If any sales quota is low within your CRM, you can identify if your reps need support and course-correct.

Its challenging to understand if youre satisfying sales quota if sales activities and deal info arent noticeable regularly. A sales CRM lets you plug in quotas and automatically track progress/record sales activities.

Help your sales associates work backwards to attain their sales quotas

By breaking down quota into workable actions, sales associates will be more motivated to strike their quotas. Think of it. Informing your representative to “Find five referrals per week” is a lot less challenging than “Hit $20,000 in sales this month.”
Both quotas might equal the same outcome, however tactical quotas assist guarantee that your reps arent fretting about final numbers but are inspired by small wins.
Heres how you can break down quotas into actionable actions. Think about the following scenario:

Setting and achieving sales quotas can be daunting. If youre a sales supervisor, youre fretted that your sales quotas are too difficult or not challenging enough to grow the business. If youre a sales rep, youre stressed that youre not going to reach your sales quota.
Whether youre a manager or representative, work in reverse from sales goals and turn them into monthly, weekly, or daily jobs to get rid of tension and crush your sales quotas this year!

Your rep needs 50 qualified leads to meet their quota for the month.
You just have four weeks (20 working days).

Break down sales quotas into achievable activities.

Its little wonder that its an aching topic among sales groups– only 46% of sales representatives are striking their quotas. Often the difference between a sales quota and sales objective can be complicated. A word of care: While sales quotas press sales reps to make more sales, they can be troublesome. Giving an entry-level sales representative the very same quota as a rep with five years of sales experience most likely wont end well.
If youre a sales representative, youre stressed that youre not going to reach your sales quota.

Produce a basic formula based on this info. Divide the number of qualified leads by the number of weeks. Based upon this calculation (50 divided by 4), your sales representative requires to convert 12.5 leads each week.
Next, break down this number into activities What is the variety of meetings/calls/emails your rep needs to produce 12.5 leads weekly? Look in your CRM at past sales activities to source this number. Perhaps you see that the representative generally calls 10 individuals or spends 3 hours each week on social selling to get this numerous leads. Your rep must replicate the procedure based on these activities and produce a practical to-do list.
Total this very same process for the whole quarter. Tell your representatives to set due dates on their own on each activity in their calendar to help meet their quotas. Maybe each Friday, the rep sets a goal due date of 20 cold calls to reach his or her quota of 80 calls per month or 240 calls per quarter.
Its all about making sales quotas workable for your reps.
Related Resource: 3 proactive ways to reduce sales stress prior to completion of the quarter.


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