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40,000/150 = $267/SQL. Or rather $250/SQL. As the SDR generates 12 SQLs/mo = $3,000 in commission. This also means that for every deal won at an ACV of ~$30,000 with a 1 in 5 win ratio you thus will have to pay for 5 SQLs = $1,250. . We look to spend $1,250 for 5 SQLs since this is what the business model is.
They also cite that their branding, PR and tradeshow activities are (indirectly) driving sales, for which marketing is not getting credit. They note that when budgets need to be cut, marketing is often the first to have to reduce spend, limiting their ability to make an impact. Approximately 35% need to be sourced by sales.
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