Key Sales Trends – Quota Attainment

The numbers are in from CSO Insights. They’ve released their latest 2013 Sales Performance Optimization Study after surveying over 1500 firms of various size and across multiple industries.

Since 1994 CSO’s comprehensive research tracks key trends and various data points across sales organizations with teams of less than 25 to greater than 500 salespeople, with revenues less than $1 million to greater than $1 billion.

While increasing since a low in 2009, there was a flattening of sales reps making quota between 2011 and 2012. Average % of sales reps making quota:

  • 2012 – 63%
  • 2011 – 63%
  • 2010 – 59%
  • 2009 – 52%

As for achieving overall sales targets, the following breaks down the average % of companies hitting revenue goals:

  • < 75% of Goal - 23%
  • 75%-89% of Goal – 15%
  • 90%-99% of Goal – 20%
  • 100%-109% of Goal – 34%
  • 110%+ of Goal – 8%

That’s 42% of firms meeting or exceeding their 2012 revenue targets. Interesting to note that the 23% for firms achieving less than 75% of revenue targets was an increase from 14% a year earlier. With market turmoil and increasing targets, clearly not everyone is out of the woods yet.