Artisan Business Case and ROI Calculator

Artisan annual cost

$54,000

$4,500/mo x 12 (Pro, annual term)

In-house BDR annual cost

$100,000

$100,000 fully loaded (salary, commission, benefits, tooling, management, recruiting)

Annual savings with Artisan

$46,000

BDR annual cost minus Artisan annual cost

Cost per appointment

Artisan

$352

In-house BDR

$694

Annual cost divided by year one appointments (Artisan is ramp adjusted).

In-house BDR assumptions

Adjust these to match your own BDR numbers.

$100,000 per year at 12 appointments per month gives 144 appointments in year one at $694 per appointment.

Fully loaded annual cost of one BDR$100,000

Appointments per month per BDR12

Artisan assumptions

Ava 2.0 works email and LinkedIn.

Plan tier

Contract term

Prospects contacted per month

Pro range: 6,000 to 8,000 leads/mo.

Scenario

Positive reply rate0.5%

Positive reply to booked meeting40%

Artisan appointments per month (steady state)

7,000 prospects x 0.5% positive reply x 40% meeting conversion = 14 appointments per month.

Side by side comparison

Metric	In-house BDR	Artisan
Annual cost	$100,000	$54,000
Appointments per month, steady state	12	14
Appointments in year one (ramp adjusted)	144	153.3
Cost per appointment	$694	$352
Prospects reached per month	Limited by human capacity	7,000
Channels covered	Email, LinkedIn, phone	Email & LinkedIn automated, phone (rep-led)
Time to first output	Hiring time, then productive from day one at quota	First campaign live in week 2, first results end of month 1
Turnover risk	Present, not modeled here	None

Cumulative appointments, year one

BDR ramps at 50% output for the ramp period; Artisan is modeled at 30% in month 1 and 65% in month 2.

Cumulative cost, year one

Cost accrues evenly month over month for both options.

Assumptions and sources

Fully loaded BDR cost, $100,000Customer input

Appointments per BDR per month, 12Customer input, quota, includes cold calling

Artisan pricing by tier and termArtisan price

Leads per month by tierArtisan price

Positive reply rate: 0.5% conservative, 1.0% expected, 1.5% aspirationalArtisan benchmark

Positive reply to meeting, 40%Industry standard

Artisan ramp, 30% month 1 and 65% month 2Artisan onboarding benchmark

Meeting to opportunity, 50%Industry standard

Average deal size, $40,000Industry standard

Win rate, 20%Conservative estimate

Artisan covers email and LinkedIn with Ava 2.0. Cold calling stays a human motion, so this model compares the automated top of funnel against BDR headcount rather than replacing every activity a BDR performs. Artisan benchmarks are drawn from customer results at artisan.co/customers.