Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey
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Glean insights into the current state of Go-to-Market Strategy through a data-driven analysis led by Tomasz Tunguz, Managing Director at Redpoint Ventures. This presentation will outline the Top 10 learnings from the Redpoint 2020 GTM Survey and provide a snapshot of the best practices performed by industry leaders across growth stages. What are the most common structures for sales, account executives, and development representatives teams? How much of your ARR should be spent on marketing programs? What gross margin payback period should you be targeting? These questions and more will be answered in a cohort analysis of over 500 companies.
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Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey
- 1. 10 Learnings from Redpoint 2020 GTM Survey Nick Giometti & Tomasz Tunguz Redpoint Ventures Redpoint.com tomtunguz.com
- 2. Redpoint Ventures Seed. Early. Growth. Redpoint backs exceptional founders to create new markets and redefine existing ones.
- 3. Redpoint 2020 Go to Market Survey
- 6. 87% of Respondents Between $0k and $150k ACV
- 7. 90% of Respondents Sub $20M in ARR
- 8. 82% Raised Less than $50M
- 9. Respondents Vary Significantly by Target Buyer
- 10. Most Teams Have Moved to Annual Billing
- 11. 10 Learnings from the Redpoint 2020 GTM Survey
- 12. 1 1:1 AE/XDR Ratios are the Most Common
- 13. Most Teams Operate with 1:1 or 2:1 IAE:SDR Ratio
- 14. In Outside Sales, More Common to See 1:1 AE:BDR
- 15. 2 XDR Teams Split Evenly on Goal Metric
- 16. Quota Metrics for SDRs and BDRs Role Meeting Count Pipeline Value SDR 61% 39% BDR 59% 41%
- 17. No Difference in Goal Attainment Patterns by Metric
- 18. 3 XDR Performance Leads AE Performance
- 19. When SDRs Hit Quota, 50% of AEs Achieve 95%+ of theirs
- 20. 4 Tighter Sales Teams Perform Better
- 21. Typical Span of Control is about 4.7 AEs / Manager
- 22. Spans of Control Less than 7 Perform Better
- 23. 5 Most Ramp AEs in 6 Months
- 24. Ramp Times Seem Short Percentile Inside Ramp in Months Outside Ramp in Months 25th 6 6 50th 3 5 75th 3 3
- 25. Inside AE Teams Perform Better with 6 Month Ramp
- 26. No Real Pattern Across the Outside: Need Salescycle
- 27. 6 5-10% of ARR Spent on Marketing Programs
- 28. A $5-20M ARR Company Typically Spends $1M in Marketing Programs
- 29. Referrals and Outbound Most Sought After
- 30. 7 Most Teams Report 13 Month Payback
- 31. Most Companies Report < 13 Months Payback
- 32. The Greater the ACV, the Longer the Payback
- 33. 8 Net Dollar Retention is the Most Common Customer Success Goal
- 34. 38% of CS Teams Goal on NDR with Logo Retention Second
- 35. 9 40% of Companies Report NPS > 40
- 36. Nearly 40% of Respondents have NPS > 40!
- 37. Curiously, Engineers are the Most Effusive
- 38. 10 Ratio of Eng:AE Starts at 3:1 and Declines to 1:1 as a Company Scales
- 39. Ratio of Eng:Sales Starts at 2:1 and Falls to 1:1
- 40. Typical Team Headcount as Companies Scale ARR 0-1 1-5 5-20 20-50 50-100 Engineer 4 12 30 54 68 Sales 2 6 16 41 60 Marketing 1 3 6 9 12 Total 10 35 100 205 360
- 41. Most Common Leader Titles ARR 0-1 1-5 5-20 20-50 50-100 Customer Success Lead Lead VP VP VP Sales Lead VP VP CRO CRO Marketing Lead Lead VP VP VP
- 42. Thank you! Nick Giometti & Tomasz Tunguz Redpoint Ventures Redpoint.com tomtunguz.com
- 44. Typical $1-5M ARR Company Employs 40 People
- 45. Of Which 15 are Engineers
- 46. And 6 Are Sales
- 48. Inside Sales Quota Percentile Inside Sales Quota 25th 300k 50th 500k 75th 720k
- 49. Quota Varies by ACV with a Step Up >$15k
- 50. Outside Sales Quota Percentile Inside Sales Quota 25th 600k 50th 1,000k 75th 1,625k
- 51. Quota Grows Linearly with ACV in Outside Sales
- 52. Inside Sales Quota Steps Up at >$15k
- 53. Most Teams Achieve 80-95% of Quota
- 54. As Companies Scale, Attainment Improves (Survivorship Bias)
- 55. Many Different Ways to Hit Your Number
- 56. No Impact on Attainment ACV ARR Ramp Time
- 58. Better Performing XDR Teams Lead to Better Performing AE teams
- 60. A 1-5M Startup Typically Has 3 Marketers on Staff
- 61. Most Marketing Teams Have Tight Spans of Control
- 62. Demand Generation Grows More Steeply than Other Functions
- 63. Not Much Difference Across Buyers; IT, Finance, Ops at the Top
- 65. Most CS Teams Operate with SOC of 3
- 66. As ACVs Increase, So Does Share of CSMs Working on Named Accounts
- 67. Summary
- 68. Better Performing XDR Teams Lead to Better Performing AE teams
- 69. Sub 7 Spans of Control Result in Greater Performance
- 70. 1:1 AE/XDR Ratios are the Most Common
- 71. 1:1 AE/XDR Ratios are the Most Common
- 72. Most Teams Ramp AEs in 6 Months, Both Inside and Outside
- 73. XDR Teams Split Evenly on Key Metric: Meetings or Pipeline Value
- 74. Startups Spend Between 5-10% of ARR on Marketing Programs
- 75. Most Teams Report 13 Month Payback (Gross Margin Burdened)
- 76. Net Dollar Retention is the Most Common Customer Success Goal
- 77. 40% of Companies Report NPS > 40