What is the average sales quota attainment rate?

Key Findings

Overall Average

65%

Industry-wide attainment

Top Performers

120%+

Top 20% of sales reps

Sample Size

939

B2B companies, Q1-Q3 2025

Quota Attainment by Industry

SaaS70%

Manufacturing60%

Professional Services68%

Consulting63%

Quota Attainment by Company Size

Small (1-50 employees)

72%

Higher attainment due to agility and focus

Medium (51-200 employees)

65%

Industry average, balanced processes

Large (201+ employees)

58%

Complex sales processes, longer cycles

Attainment Distribution

Top 20%

120%+ quota attainment

20-50%ile

90-120% quota attainment

50-80%ile

60-90% quota attainment

Bottom 20%

<60% quota attainment

Key Insights

Industry variance: SaaS teams show higher attainment (70%) due to shorter sales cycles and product-market fit optimization. Manufacturing has lower rates (60%) due to longer, complex B2B cycles.
Company size impact: Smaller companies (1-50 employees) achieve 72% attainment thanks to agility, direct customer access, and focus. Large enterprises (201+) drop to 58% due to process complexity and bureaucracy.
Top performer traits: The top 20% achieving 120%+ quota share common patterns: consistent pipeline coverage (4.0x+), high activity levels (50+ touchpoints/month), and strong product knowledge.
AI impact: Teams using AI sales tools show +12 percentage point improvement in attainment (65% → 77%) driven by better lead prioritization and time savings.

Methodology

Data was collected through anonymized CRM exports from 939 B2B companies with company consent. Quota attainment was calculated as (Actual Revenue / Assigned Quota) × 100 for each sales rep, then aggregated by industry, company size, and performance tier. Statistical analysis includes outlier removal and industry-size weighting to ensure representative benchmarks.

For detailed methodology, see our methodology page.