SDR capacity planner: how many SDRs does a pipeline target need?
Try it: reps needed for a pipeline target
The starting numbers are examples. Use your own rates from the last two to four quarters.
How the calculator works
Opportunities needed is the pipeline target divided by the average opportunity value. Meetings needed is opportunities divided by the meeting to opportunity rate. SDRs needed is meetings divided by the meetings a ramped rep holds each month.
With the starting numbers, £1,000,000 at £25,000 needs 40 opportunities. At 40% that is 100 meetings. At 12 meetings per rep it needs 8.3 reps, or 10 with a 15% buffer.
Use real rates
- Count meetings held and accepted, not booked.
- Use the meetings a ramped rep holds. New reps hold fewer.
- Work the numbers by segment if the deal sizes differ.
What to do with the answer
Check the target first with the pipeline coverage calculator. Then work out the dials with the dials per day calculator. To set the meeting goal, use the meetings needed calculator. Reps also leave, so read SDR attrition and retention before you fix the buffer. Compare the head count with the SDR to AE ratio calculator and the ramp quota calculator.
Questions
How do you calculate how many SDRs you need?
Divide the pipeline target by the average deal value to get opportunities. Divide by the meeting to opportunity rate to get meetings. Divide by the meetings one ramped rep holds each month.
Why add a buffer?
New reps hold fewer meetings while they ramp, and people take leave. We suggest a buffer of 10% to 20% to cover both. Reps also leave. The Bridge Group's 2025 report puts 2024 median attrition at 40% a year.
Which meeting to opportunity rate should I use?
Use your own rate from the last two to four quarters. A guess gives a guess back.
Also: how to set an SDR quota.
Related guides
SDR to AE ratio calculator
How many SDRs and team leads your AEs need.
Pipeline coverage calculator
Coverage now, coverage needed at your win rate and the gap.
SDR dials per day calculator
How many calls a rep needs to book a meeting goal.
SDR ramp quota calculator
A fair quota for each of a new rep's first months.
Turn this into a programme you can run
14 Notion modules and 6 working trackers for SDR leaders. KPI library, comp calculator, cadence builder, interview scorecard, tool scorecard and a 90-day roadmap. £29, one payment, plus VAT for UK and EU buyers.
Treat benchmarks as starting points. Tune them to your market, deal size and sales cycle. Every figure shows its source and year.