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$9.0M to $24.4M ARR in 24 months with 17 new AEs
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A bottom-up sales and marketing plan for an illustrative B2B SaaS company. Blue cells on Inputs set the plan; yellow cells test a scenario against it.
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1. Plan and scenarioTargetPlanScenarioScenario vs plan
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Net new ARR, year 1$6,000,000$6,696,639$6,511,319($185,319)
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Net new ARR, year 2$8,000,000$8,658,832$8,345,008($313,824)
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Ending ARR, month 24$23,000,000$24,355,471$23,856,327($499,143)
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New AEs hired, year 11111-
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New AEs hired, year 266-
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of which backfills, year 13
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of which backfills, year 25
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Sales and marketing spend, year 1$9,395,581$9,323,680($71,901)
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of which sales$5,613,756$5,541,855($71,901)
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of which marketing$3,781,825$3,781,825-
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Sales and marketing spend, year 2$12,234,587$12,176,371($58,216)
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of which sales$7,405,182$7,346,966($58,216)
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of which marketing$4,829,405$4,829,405-
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Magic number, year 1 (same-year spend)0.71x0.70x(0.01x)
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Magic number, year 2 (same-year spend)0.71x0.69x(0.02x)
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CAC payback, year 1 (months)22.723.30.6
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CAC payback, year 2 (months)22.923.91.0
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The file opens with a scenario loaded: SMB win rate 28% (plan 30%), Enterprise sales cycle 7 months (plan 6), and the SMB class of 3 due in month 4 starting in month 5.
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Flags on Capacity & funnel: Pipeline = coverage below target with AE capacity to spare. AE capacity = coverage below target because the AEs cannot work every SQL. AE load = SQLs per AE above the limit on Inputs.
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2. Quota and plan hires by quarterStreet quota (annual)Q1Q2Q3Q4Q5Q6Q7Q8Total
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SMB$460,80043-12-1112
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Mid-market$800,000--1---1-2
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Enterprise$1,142,857---21---3
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New AEs, total43133-2117
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AEs at quarter end after expected attrition, plan11.213.213.115.016.715.516.316.0
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AEs at quarter end after expected attrition, scenario11.213.313.215.116.815.616.316.0
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3. Try one changeCell to changeWhat you will see
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Mid-market win rate fallsWin rate, Mid-market scenarioScenario ARR falls and the Pipeline flag fires. Street quota and the plan stay put.
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Marketing commits a flat lead numberLead delivery, scenarioPick Flat commit. Coverage dips in some quarters and the Pipeline or AE capacity flag fires.
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A hiring class starts lateScenario hires by monthMove hires to a later month. Scenario ARR falls; Quota & hiring shows the extra hires needed.
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The year 1 target goes upYear 1 target, planThe plan hires more AEs, sooner, and plan spend rises with them.
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AEs lose selling timeHours on open deals, scenarioSQLs wait for an AE, the AE capacity flag fires and scenario ARR falls.
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Leads cost moreCost per lead, scenarioMarketing spend rises and the magic number falls. ARR does not move.
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Shift the mix toward larger dealsTarget mix, planSet 10% / 45% / 45%. SMB hires fall; payback and magic number slip in year 1, then improve.
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See the plan on its ownAmber cells on InputsDelete the amber cells. Every scenario number then matches plan.
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