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10 Learnings from Redpoint
2020 GTM Survey
Nick Giometti & Tomasz Tunguz
Redpoint Ventures
Redpoint.com
tomtunguz.com
Redpoint Ventures
Seed. Early. Growth.
Redpoint backs exceptional
founders to create new markets
and redefine existing ones.
Redpoint 2020
Go to Market Survey
Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey
Respondent Demographics
n=563
87% of Respondents Between $0k and $150k ACV
90% of Respondents Sub $20M in ARR
82% Raised Less than $50M
Respondents Vary Significantly by Target Buyer
Most Teams Have Moved to Annual Billing
10 Learnings from the
Redpoint 2020 GTM Survey
1
1:1 AE/XDR Ratios are the
Most Common
Most Teams Operate with 1:1 or 2:1 IAE:SDR Ratio
In Outside Sales, More Common to See 1:1 AE:BDR
2
XDR Teams Split Evenly
on Goal Metric
Quota Metrics for SDRs and BDRs
Role
Meeting
Count
Pipeline Value
SDR 61% 39%
BDR 59% 41%
No Difference in Goal Attainment Patterns by Metric
3
XDR Performance Leads
AE Performance
When SDRs Hit Quota, 50% of AEs Achieve 95%+ of theirs
4
Tighter Sales Teams
Perform Better
Typical Span of Control is about 4.7 AEs / Manager
Spans of Control Less than 7 Perform Better
5
Most Ramp AEs in 6
Months
Ramp Times Seem Short
Percentile
Inside Ramp
in Months
Outside
Ramp in
Months
25th 6 6
50th 3 5
75th 3 3
Inside AE Teams Perform Better with 6 Month Ramp
No Real Pattern Across the Outside: Need Salescycle
6
5-10% of ARR Spent on
Marketing Programs
A $5-20M ARR Company Typically Spends $1M in Marketing Programs
Referrals and Outbound Most Sought After
7
Most Teams Report 13
Month Payback
Most Companies Report < 13 Months Payback
The Greater the ACV, the Longer the Payback
8
Net Dollar Retention is the
Most Common Customer
Success Goal
38% of CS Teams Goal on NDR with Logo Retention Second
9
40% of Companies Report
NPS > 40
Nearly 40% of Respondents have NPS > 40!
Curiously, Engineers are the Most Effusive
10
Ratio of Eng:AE Starts at
3:1 and Declines to 1:1 as
a Company Scales
Ratio of Eng:Sales Starts at 2:1 and Falls to 1:1
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
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
Thank you!
Nick Giometti & Tomasz Tunguz
Redpoint Ventures
Redpoint.com
tomtunguz.com
Typical Team Structure
Typical $1-5M ARR Company Employs 40 People
Of Which 15 are Engineers
And 6 Are Sales
Sales Quota Benchmarks
Inside Sales Quota
Percentile Inside Sales Quota
25th 300k
50th 500k
75th 720k
Quota Varies by ACV with a Step Up >$15k
Outside Sales Quota
Percentile Inside Sales Quota
25th 600k
50th 1,000k
75th 1,625k
Quota Grows Linearly with ACV in Outside Sales
Inside Sales Quota Steps Up at >$15k
Most Teams Achieve 80-95% of Quota
As Companies Scale, Attainment Improves (Survivorship
Bias)
Many Different Ways to Hit Your Number
No Impact on Attainment
ACV ARR
Ramp Time
SDR/BDR Quota Benchmarks
Better Performing XDR
Teams Lead to Better
Performing AE teams
Marketing Benchmarks
A 1-5M Startup Typically Has 3 Marketers on Staff
Most Marketing Teams Have Tight Spans of Control
Demand Generation Grows More Steeply than Other Functions
Not Much Difference Across Buyers; IT, Finance, Ops at the Top
Customer Success Benchmarks
Most CS Teams Operate with SOC of 3
As ACVs Increase, So Does Share of CSMs Working on Named Accounts
Summary
Better Performing XDR
Teams Lead to Better
Performing AE teams
Sub 7 Spans of Control
Result in Greater
Performance
1:1 AE/XDR Ratios are the
Most Common
1:1 AE/XDR Ratios are the
Most Common
Most Teams Ramp AEs in
6 Months, Both Inside and
Outside
XDR Teams Split Evenly
on Key Metric: Meetings or
Pipeline Value
Startups Spend Between
5-10% of ARR on
Marketing Programs
Most Teams Report 13
Month Payback (Gross
Margin Burdened)
Net Dollar Retention is the
Most Common Customer
Success Goal
40% of Companies Report
NPS > 40

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Tomasz Tunguz - 10 Learnings from Redpoint 2020 GTM Survey