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What is your broken sales and marketing machine costing you?

Most sales problems hide because nobody puts a number on them. This does. Add your SDRs, your closers, your managers and your marketing spend, and see in dollars what the broken machine costs you every year. Leave anything you do not have at zero.

The sales benchmarks (SDR pay, ramp time, attrition, meeting target, manager pay) come from published research and are tagged benchmark. Everything tagged example is a placeholder: replace it with your real numbers. Nothing here is stored or sent anywhere.

Your SDRs (booking meetings)

Number of SDRs

Annual pay per SDR, base plus commissionbenchmarkMedian SDR on-target earnings: $80K

Meeting target per SDR per monthbenchmarkMedian quota: 10 meetings held

Meetings they actually hold per monthexample

Months until a new SDR is rampedbenchmarkAverage: 3.0 months

SDRs who leave each yearbenchmarkMedian attrition: 40%

Your closers (AEs)

Number of AEs / closers

Annual pay per AE, on targetexample

Annual quota per AEexample

Quota they actually hitexampleShare of target they close

Your sales management

Number of sales managers / VPs

Manager's annual paybenchmarkMedian SDR manager on-target earnings: $146K

Hours a week each spends firefightingexampleRe-teaching basics, chasing deals, cleaning up

hrs

Your marketing

Annual marketing spendexampleBudget, agencies, tools, ads

Share that never turns into real pipelineexample

Your deal economics

Average first-year deal valueexample

Meetings that turn into closed dealsexample

How it's calculated

Pipeline SDRs aren't booking: (target - actual meetings) x 12 x SDRs x close rate x deal value. Revenue from the meetings they miss, at your own close rate.
Revenue closers are missing: AEs x quota x (1 - attainment). The gap between quota and what they actually close.
Ramp and churn on SDRs: SDRs x attrition x (monthly pay x ramp months x 50%). A replacement produces about half output while ramping.
Management firefighting: managers x pay x (hours ÷ 40). Leadership time on basics instead of strategy.
Marketing that goes nowhere: spend x wasted share. Budget that never becomes real pipeline.

Sources and honesty

SDR pay, ramp, attrition, meeting target and manager pay: The Bridge Group, SDR Models, Motions & Metrics 2025 (351 B2B companies).
Everything tagged example is a placeholder for you to replace. The total mixes missed revenue with wasted spend on purpose: both are money the broken machine costs you.
This is an estimate to start a conversation, not an audit. The real number comes from looking at your actual pipeline.

Seeing a scary number? That's the machine, not bad luck.

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