Inbound Demo to AEs Distribution Benchmarks: 12,221 Opportunities Analyzed

We analyzed 12,221 demo requests from over 100 B2B software companies to find out how many meetings AEs are getting from inbound.Here is what we found.

Methodology:

• Sample size: 100+ B2B software companies
• Persona: account executives and sales leaders (founders excluded)
• Analysis: 12,221 demos
• Period: Q4 2024

Part 1: Inbound Demo Load

How many inbound demos should your AEs receive?

• Average Load: 16 inbound demos per AE per month
• Top 5% of AEs: 30 inbound demos per month
  
• Top 10% of AEs: 20 inbound demos per month
  
• Top 25% of AEs: 9 inbound demos per month
  

If you’re getting more than one demo a day per each AE — you're doing better than average. Now, let’s see how team size affects inbound demo allocation.

Part 2: Number of Reps

How does the team size affect the number of demos per AE?

• Larger Teams (>5 AEs): 12 demos per AE per month
• Smaller Teams (<5 AEs): 5 demos per AE per month
  

The data shows that earlier-stage companies (Seed and Series A) and those with lower website traffic tend to have higher conversion rates.

Part 3: Marketing Influence

How does marketing influence the number of inbound demos per AE?

• With Marketing: 18 demos per AE per month
• Without Marketing: 7 demos per AE per month
  

Companies with dedicated marketing teams capture more than double the demo volume per AE. The key takeaway is that hiring sales before marketing may be counter-productive.

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Conclusion

• Rep Performance Standards: If you get more than 20 inbound demos per AE, you’re doing well but not great. Default will help you capture more demos from your form submissions.
• Team Size Load: Larger teams distribute demos more effectively, while smaller teams may need to focus on maximizing each opportunity. Both teams should use Default.
• Marketing Drives Results: Customers who use Default convert up to 70% more inbound demos than those using other scheduling solutions.

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