Quota Attainment
Quota Attainment is The percentage of a sales rep's or team's assigned revenue target that is actually achieved in a given period. The primary measure of sales productivity and quota-setting accuracy.
Quota attainment measures what percentage of target a rep or team hits. It's both a performance metric (how well reps sell) and a planning metric (how well leadership sets targets). If only 30% of reps hit quota, the problem is usually the quota, not the reps.
Benchmarks
- Healthy: 55-65% of reps at or above 100% attainment
- Concerning: Below 40% of reps hitting quota — likely a quota-setting or enablement problem
- Overset: Above 80% of reps hitting quota — quotas may be too easy, leaving revenue on the table
RevOps Role
RevOps owns the quota-setting methodology — bottoms-up modeling from pipeline, historical conversion rates, territory capacity, and market sizing. The best RevOps teams build quota models that are achievable (55-65% attainment) with stretch (top reps should be able to hit 130-150%).
Quota attainment data also feeds compensation plan design, forecast accuracy, and territory rebalancing decisions. When attainment varies wildly across territories, it's usually a coverage problem, not a talent problem.
See RevOps KPIs for how quota attainment fits into the broader metrics picture.
Frequently Asked Questions
How often should quotas be adjusted?
Set annually, review quarterly. Mid-year quota changes should be rare and well-justified — they erode trust. If quotas are consistently off, fix the methodology, not individual targets.
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