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Sales Performance

A Guide To Setting SaaS Sales Targets In 2024

Jeetesh Harjani
Director of Sales
Published On:
May 1, 2024

Welcome to the essential guide for setting SaaS sales targets in 2024. In times where innovation and competition never rest, mastering the art of target setting has become crucial. 

This blog is designed to navigate you through the complexities and opportunities that the new year brings. Whether you're a startup or an established player, understanding how to effectively plan and achieve sales targets can be the difference between thriving and merely surviving. 

We'll delve into each aspect of target setting, using real-world examples to ensure you have a well-rounded understanding of how to lead your team to unparalleled achievement.

What are SaaS sales targets?

SaaS sales targets are specific goals set for a sales team or individual salesperson to achieve within a certain time frame. These targets are typically quantified and can be based on various factors, such as revenue, the number of units sold, the number of new clients acquired, or the volume of certain products or services sold. 

Different types of sales goals can vary widely depending on the industry, company size, market conditions, and the specific strategies of a business. However, here are some common types of sales goals:

  1. Revenue Goals: These are straightforward targets based on the amount of income generated from sales. They can be set for different periods, such as monthly, quarterly, or annually.
  2. Volume Goals: These goals focus on the number of units sold or the number of sales transactions, regardless of the revenue they generate. This is often used in industries where the unit number is more critical than the revenue per unit.
  3. Growth Goals: These goals are about increasing sales performance compared to previous periods. This could involve increasing market share, expanding into new markets, or increasing sales of specific products or services.
  4. Profitability Goals: Unlike revenue goals, profitability goals focus on the profit generated from sales after deducting costs. This can involve selling higher-margin products or more efficient selling.
  5. New Customer Acquisition Goals: These are set to increase the number of new customers or clients. It's about expanding the customer base and is particularly important for new businesses or those entering new markets.
  6. Customer Retention Goals: Focused on keeping existing customers and often involves repeat sales, subscriptions, or contracts. High customer retention rates can be more cost-effective than acquiring new customers.
  7. Activity-Based Goals: These goals focus on the activities that lead to sales, like the number of calls made, meetings set, proposals sent, etc. They are often used to ensure that sales teams are engaging in the necessary activities to achieve other sales goals.
  8. Product or Service-Specific Goals: These are set to increase sales of specific products or services. This can be useful for promoting new products or underperforming segments.
  9. Market Penetration Goals: This involves increasing the market share within existing markets. It could mean selling more to current customers or acquiring customers from competitors.
  10. Customer Satisfaction Goals: While indirectly related to sales, high customer satisfaction can lead to repeat business and referrals, which are beneficial for sales.

Each of these goals can be tailored to suit specific business needs and can be used in combination to create a well-rounded sales strategy.

Step-by-Step Process of Setting SaaS Sales Targets

Setting sales targets for your team in a SaaS (Software as a Service) company involves a systematic approach that considers both the company's goals and the capabilities of your sales team. 

Here's a step-by-step process to help you set effective sales targets for 2024:

1. Understand Company Objectives

Step 1 of setting saas sales targets in 2024

Let's say your company wants to make more money than last year. Last year, your company earned $5 million. This year, the goal is to earn 20% more, which means earning $6 million. You have 10 salespeople. Divide $6 million by 10. Each person needs to sell $600,000 worth of your product in the year.

2. Analyze Historical Data

Step 2 of setting saas sales targets in 2024

See how well your team did last year. Did they sell more during certain times? Did some people sell more than others? You notice that in April, May, and June last year, your team sold a lot because of a special marketing campaign.

3. Assess Team Capabilities

Step 3 of setting saas sales targets in 2024

Understand who's good at what. Some might be good at big sales, others at smaller, regular ones. Sarah is great at big deals, but Joe is better at getting lots of smaller clients.

4. Set Realistic and Attainable Goals

Step 4 of setting saas sales targets in 2024

Not everyone should have the same target. Adjust based on how good they are. For Sarah, set a target of $700,000 because she lands big deals. For Joe, maybe $500,000 because his deals are smaller.

Break the yearly target into smaller parts, like quarterly targets. Aim to sell $1.5 million in the first quarter.

5. Incorporate Market Analysis

Step 5 of setting saas sales targets in 2024

Keep an eye on what’s happening around you. Are there any new trends? What are the customers like? You notice that more companies are working remotely and might need your software.

6. Plan for Contingencies

Step 6 of setting saas sales targets in 2024

Identify potential risks, like economic downturns or technological changes. If such risks materialize, be ready to adjust sales targets or strategies.

Regularly see how your team is doing. Are they meeting these smaller targets? Every month, check how much each person has sold. If someone is struggling, figure out how to help.

7. Use a Bottom-Up Approach

Step 7 of setting saas sales targets in 2024

Involve your sales team in setting their targets. This can lead to more realistic goals and greater commitment. Utilize insights from your team members about market conditions or customer preferences to fine-tune strategies.

8. Implement Supporting Strategies

Step 8 of setting saas sales targets in 2024

Regularly provide training to your team, especially on new product features or sales techniques. Design motivational rewards for achieving or surpassing targets, like bonuses or extra vacation days.

9. Communication and Monitoring

Step 9 of setting saas sales targets in 2024

It is crucial that you invest time in clearly communicating the targets and helping your sales team understand the ideal way to achieve their targets. The goal here is to make sure that you team is confident about their abilities and motivated towards the goals you set. Another important aspect is to keep a track of their progress. Conduct weekly or monthly 1-1 meetings, discuss the challenges your team members are facing and adjust their targets only if necessary.

10. Review and Refine

Remember, the key is to set challenging yet achievable targets that motivate your team without causing burnout. Regular communication, support, and a positive work culture are also critical to helping your team meet their sales targets.

  • Your 2024 Goal: Make $6 million, up from $5 million last year.
  • For Each Salesperson: Around $600,000 in sales for the year, but adjust based on their strength.
  • Monitor Regularly: Check monthly and offer support or adjust strategies.
  • Stay Flexible: Be ready to change plans if something unexpected happens.

This is like a roadmap for your journey in 2024. Start with the big destination ($6 million), then map out how each team member can contribute to this journey, keeping an eye on the road (market trends) and being ready to take a detour if needed.

Action plan to achieve sales target

Achieving and potentially exceeding your sales targets in 2024 requires a multi-faceted approach that focuses on strategy, team engagement, customer understanding, and adaptability. Here are some key strategies to help you reach and surpass your sales goals:

Refine Your Sales Strategy

Focus on segments that have the highest potential for your product. If your SaaS company caters to specific industries or company sizes, prioritize these in your sales efforts. Ensure your sales pitch clearly communicates the unique value your product offers, especially how it solves specific problems or improves efficiency.

If your SaaS product specializes in project management, target industries like construction or IT where project management tools are crucial. Showcase how your software uniquely addresses challenges in these sectors.

Enhance Team Performance

Regularly train your team on product updates, sales techniques, and market trends. Use CRM tools to track sales performance and identify areas for improvement. Create a system where salespeople can share insights from customer interactions, which can inform product development and marketing strategies.

Implement monthly training sessions focusing on new product features or advanced sales techniques. Use role-play scenarios based on real customer interactions for practical learning.

Strengthen Customer Relationships

Engage with current and potential customers to understand their challenges and how your product can address them. Provide excellent customer service post-sale to encourage repeat business and referrals.

Create a customer feedback loop where you regularly reach out to existing customers for input on your product and service, using this feedback to tailor your offerings.

When companies prioritize enhancing the employee experience, they observe a significant 1.8x improvement in customer KPIs, distinguishing between fixable issues like unrealistic sales targets and more intricate challenges that require enhancements in training programs and benefits.

Leverage Technology

Utilize CRM tools to manage leads, customer interactions, and sales processes efficiently. Integrating your CRM system with sales commission software like Visdum can be a powerful strategy to enhance sales performance and management. 

Tracking your sales targets in real time for the entire team using Visdum.

Here's how this integration can benefit your sales process and help you achieve your targets:

  • Customizable Commission Structures: If you decide to push a new product line, you can quickly adjust the commission structure to incentivize sales of that product, directly reflecting this change in the CRM.
  • Automated Commission Tracking: When a salesperson closes a deal, the CRM updates, and Visdum automatically calculates sales commission based on the sale, ensuring timely and accurate payouts after verification.
  • Streamlined Operations: Integration reduces the administrative burden of managing sales data across different platforms. Sales data entered in the CRM is automatically reflected in Visdum, eliminating the need for double data entry and reducing the risk of discrepancies.

Incentivize and Motivate Your Team

Implement a reward system for achieving and exceeding targets. This could include bonuses, extra time off, or public recognition. Foster a competitive yet collaborative environment where team members can challenge and motivate each other.

Introducing monetary SPIFFs (Sales Performance Incentive Funds) in your sales strategy is about offering special, short-term incentives to your sales team to motivate them to sell more. 

Focus on Retention and Upselling

Invest in keeping your current customers happy. Retained customers often contribute more revenue over time. Identify opportunities to sell additional features or services to existing customers.

Implement a loyalty program for long-term customers, offering them exclusive access to new features. Regularly review client usage patterns to identify upselling opportunities.

Effective Marketing Support

Ensure your marketing efforts are aligned with your sales goals. This includes targeted campaigns, lead generation initiatives, and creating materials that support the sales process. Strengthen your online presence through SEO, content marketing, and social media to generate leads.

Work closely with the marketing team to create targeted campaigns for specific industries you’re focusing on. Use SEO and content marketing to attract leads in these sectors.

Foster a Positive Work Culture

Create a culture where team members feel valued and supported. A positive work environment can lead to increased motivation and better performance. Organize team-building activities and regular informal catch-ups to foster a sense of community and support. Encourage an open-door policy for feedback and ideas.

By implementing these strategies, you can not only meet your sales targets but also create an environment conducive to exceeding them. Remember, the key is to be proactive, adaptable, and consistently focused on both the needs of your customers and the strengths of your team.

In conclusion

In 2024, setting sales targets in the SaaS industry requires a nuanced understanding of market trends, regional variations, and team capabilities. By implementing a detailed, thoughtful approach to target setting and incentivization, you can steer your team towards achieving not just financial goals but also growth and customer satisfaction. This comprehensive strategy, coupled with regular monitoring and adjustments, will position your team for success in the ever-evolving world of SaaS.


What is the formula for sales goal?

The formula for setting a sales goal typically involves considering historical data, market potential, and growth objectives. It's often calculated by multiplying the average deal size by the desired number of deals within a specific timeframe, factoring in conversion rates and sales cycle length.

How do you set effective sales targets?

Effective sales targets should be specific, measurable, attainable, relevant, and time-bound (SMART). Consider historical performance, market trends, available resources, and team capabilities to set challenging yet achievable goals aligned with company objectives. Regularly review and adjust targets based on performance and market changes.

How do you create a sales strategy in SaaS?

Crafting a SaaS sales strategy involves understanding your target audience, defining unique selling propositions, mapping out the customer journey, and selecting appropriate sales channels. Consider trial offers, demos, customer success initiatives, and personalized approaches to drive conversions. Continuous iteration based on data analysis is crucial for success.

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