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Productivity Metrics

Definition​

Productivity Metrics measure individual and team output relative to capacity. They help assess whether reps are performing at expected levels and identify coaching opportunities.

Key Productivity Metrics​

1. Revenue per Rep​

Revenue per Rep = Total Revenue / Number of Reps

Example:

Team Revenue: $50M
Team Size: 50 reps
Revenue per Rep: $1M

Benchmark: Compare to quota ($1.2M) → Team is at 83% productivity

2. Revenue per RRE​

Revenue per RRE = Total Revenue / Total RRE

Example:

Team Revenue: $50M
Team Capacity: 42.5 RRE (accounting for ramp)
Revenue per RRE: $1.18M

Why better than revenue per rep: Accounts for ramp time

3. Quota Attainment %​

Quota Attainment = Actual Revenue / Assigned Quota × 100%

Distribution matters:

Attainment Range% of TeamInterpretation
< 50%10%Bottom performers
50-80%20%Below expectations
80-120%50%Core performers
120%+20%Top performers

Healthy team: Bell curve centered at 90-100%

4. Pipeline Coverage​

Pipeline Coverage = Current Pipeline / Quarterly Quota

Example:

Rep's Quarterly Quota: $300K
Current Pipeline: $900K
Coverage: 3x

Benchmarks:

  • < 2x: At risk
  • 2-3x: Healthy
  • > 4x: Either overperforming or poor close rate

5. Win Rate​

Win Rate = Deals Won / (Deals Won + Deals Lost) × 100%

Benchmarks by role:

  • SDR → Meeting conversion: 20-30%
  • AE → Opp-to-close: 25-35%
  • Enterprise AE → Opp-to-close: 15-25%

Capacity Planning Connection​

Productivity Impacts Capacity Needs​

Scenario A: High Productivity (100% attainment)

Revenue Target: $50M
Required Capacity: $50M / 100% = $50M (50 RRE at $1M each)

Scenario B: Low Productivity (75% attainment)

Revenue Target: $50M
Required Capacity: $50M / 75% = $66.7M (67 RRE at $1M each)
Need 34% MORE capacity!

References​

  • Standard sales operations metrics
  • Track weekly/monthly/quarterly
  • Used for forecasting, coaching, and capacity planning
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