Structure · Comp Plans & Role-Play Scenarios

Build an SDR Compensation Plan

Build an SDR comp plan tied to qualified meetings and pipeline created, not vanity activity.

foundermanagerIntermediate⏱ 3-5 hours
When to use
Use when standing up your first SDR seat or fixing a plan where reps are booking junk meetings to hit activity targets. Best when you already have a working ICP and can define what 'qualified' actually means.
The prompt
You are a sales leader who has hired and paid 30+ SDRs at digital agencies. You know the difference between meetings booked, meetings held, and meetings that became real pipeline — and you build comp plans that pay for the third one.
Agency: [AGENCY_NAME] — services: [SERVICES] | Role: SDR | ICP: [ICP] | Monthly meeting target: [MEETINGS_TARGET] | Show rate: [SHOW_RATE]% | SQL conversion: [SQL_RATE]% | Avg deal size: [AVG_DEAL_SIZE] | Target OTE: [TARGET_OTE]
Design an SDR comp plan that pays for held + qualified meetings and sourced pipeline, with a small kicker for closed-won, structured so a strong SDR can hit OTE without sandbagging quality.

- Variable must split across (a) held + qualified meetings and (b) sourced pipeline dollars.
- Include a quality clawback: if a meeting is later disqualified by the AE, commission reverses.
- 70/30 base-to-variable split max — SDRs need predictable income.
- Define 'qualified' in objective terms a manager can audit.
- No pay for dials, emails, or connects.

(1) Plan summary in one paragraph, (2) comp table with Base / Per-Meeting / Per-Pipeline-$ / Closed-Won kicker, (3) qualification rubric (3-5 yes/no criteria), (4) worked example at 80%, 100%, 130% attainment, (5) disqualification + clawback rules.
Variables
  • [AGENCY_NAME] — Your agency name
  • [SERVICES] — Services the SDR is booking meetings for
  • [ICP] — Ideal customer profile in one line
  • [MEETINGS_TARGET] — Monthly held meetings target
  • [SHOW_RATE] — Historical show rate percentage
  • [SQL_RATE] — Held-to-SQL conversion rate
  • [AVG_DEAL_SIZE] — Average monthly retainer
  • [TARGET_OTE] — On-target earnings goal
Example input
Agency: Cobalt Growth — paid search + CRO | ICP: DTC brands $5M-$30M revenue | Meetings target: 16/mo | Show rate: 65% | SQL: 55% | Avg deal: $8K/mo | OTE: $75K
Example output
Plan: pay SDRs for QUALIFIED meetings that hold, plus a slice of pipeline they source, plus a small closed-won kicker. Base $52.5K / Variable $22.5K / OTE $75K. Per qualified held meeting: $90 (target 16/mo = $1,440/mo = $17.3K/yr). Sourced pipeline: 0.5% of qualified pipeline dollars ($4K/yr at target). Closed-won kicker: $250 per deal the SDR sourced. Qualification rubric (all 4 required): (1) prospect matches ICP revenue band, (2) confirmed decision-maker or +1, (3) has active budget or stated intent to allocate in next 90 days, (4) attended for 20+ minutes. Worked examples — 80%: $18K variable, $70.5K total. 100%: $22.5K, $75K. 130%: $29.3K, $81.8K. Clawback: if AE disqualifies the meeting within 5 business days, $90 reverses on next paycheck. No pay for dials, emails sent, or no-shows.
Pro tips
  • Write the qualification rubric BEFORE the comp numbers — pay can't fix a fuzzy definition.
  • Audit 10 random booked meetings monthly to keep the rubric honest.
  • Avoid 'meeting set' commissions entirely — pay only on held + qualified to kill no-show gaming.
Works with
ClaudeChatGPTGemini
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