What Is Quota Attainment?

An SDR is generally measured on meetings booked or qualified pipeline generated per month or quarter, not closed revenue directly, since closing is typically the account executive's job once the SDR hands off a vetted meeting. Attainment is that actual number expressed as a percentage of whatever target was assigned.

Category research provides a useful anchor for what "full quota" looks like in raw output. One industry analysis puts the fully loaded cost of a human SDR at $80,000 to $120,000 a year, producing 300 to 500 meetings a year when performing at plan. That figure comes from an analysis comparing human SDR unit economics against AI SDR tooling, but the underlying volume range is a genuinely useful reference point for what a full-time hire's annual output should look like.

Comparing that to what a pay-per-meeting vendor charges for the same output is the honest way to evaluate the hire-versus-outsource decision: a rep hired at $80,000 to $120,000 a year who only hits 60% of a 300-to-500-meeting target costs meaningfully more per meeting than the sticker salary implies.