SaaS Account Executive Data for Sales Leaders
The 2023 Bridge Group AE Metrics Report offers an in-depth analysis of Account Executive (AE) roles in B2B SaaS companies. The report draws on data from SaaS executives, 87% of whom represent North American companies with a median annual revenue of $24 million and a median annual contract value (ACV) of $47,000. Below is a summary of the key takeaways:
Marketing’s Growing Role in Sales Pipelines
In 2023 we saw an increased contribution of marketing to AE pipelines, which rose from 33% in 2022 to 40%. Additionally, 68% of AE teams now benefit from outbound sales development support, a figure that jumps to 74% for companies generating over $5 million in revenue.
The Rise of Account Managers
Another shift is the use of the Account Manager (AM) role. Since 2022, there has been a 10-percentage-point increase in AMs managing upsells, moving away from the AE/CSM model. Currently, 58% of companies deploy at least three distinct sales roles — SDRs, AEs, and AMs/CSMs, a practice more common in companies with less than $5 million in revenue.
Evolving Hiring Practices
Hiring trends reveal a growing preference for fully remote or local talent over hybrid models. The required experience for new hires has increased, with the average now at 3.6 years.
Extended Ramp Times and Tenures
Ramp times for new hires have risen to an average of 5.7 months, a 9% increase compared to previous years. Meanwhile, average tenure has grown to 2.8 years, with the proportion of employees staying beyond 4 years doubling since 2022. Despite these improvements, median annual turnover remains high at 30%, including an 11% voluntary turnover rate.
Daily AE Activities and Performance Metrics
A typical day for an AE involves 17 phone calls, 23 emails, 12 LinkedIn activities, and 8 other tasks. The median annual ACV quota has reached $800,000, reflecting a steady 2% compound annual growth rate since 2012. However, win rates have declined from 23% in 2022 to 19% in 2023, and only 51% of AEs are hitting their quotas, down from 66% last year. This highlights the growing difficulty of achieving sales targets in a challenging market.
Competitive Compensation
Despite market pressures, AE compensation remains strong. The median on-target earnings (OTE) for AEs stand at $190,000, with a 53:47 base-to-variable pay ratio. OTEs have grown at a compound annual growth rate of over 5% since 2012, outpacing quota growth. The quota-to-OTE ratio ranges from 3.2x to 4.8x for the 25th and 75th percentiles, while the median commission rate at 100% of quota is 11.5% of ACV.
Increased Pay for Sales Leadership
Compensation for sales leaders has also seen a boost. Front-line managers earn an average of $198,000, directors $284,000, and VPs $331,000.
The 2023 Bridge Group AE Metrics Report has great insights into the landscape of SaaS sales. For the full report, visit https://www.bridgegroupinc.com/
Thank you for your readership. See more blogs and SaaS data at blossomstreetventures.com. Email the author at sammy@blossomstreetventures.com.
