Artisan annual cost
$72,000
$6,000/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
$28,000
BDR annual cost minus Artisan annual cost
Cost per appointment
Artisan
$438
In-house BDR
$1,042
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 8 appointments per month gives 96 appointments in year one at $1,042 per appointment.
Downstream pipeline and ROI
Uses your own funnel rates and deal size.
Annual pipeline
$3,285,000
164.3 appointments x 50% x $40,000
Annual closed won
$657,000
82.1 opportunities x 20% win rate x $40,000
ROI on Artisan spend
9.1x
$657,000 closed won divided by $72,000 Artisan spend
Artisan assumptions
Ava 2.0 works email and LinkedIn.
Plan tier
Contract term
Pro range: 7,500 Artisan engaged leads/mo.
Scenario
Artisan appointments per month (steady state)
15
7,500 prospects x 0.5% positive reply x 40% meeting conversion = 15 appointments per month.
Side by side comparison
| Metric | In-house BDR | Artisan |
|---|---|---|
| Annual cost | $100,000 | $72,000 |
| Appointments per month, steady state | 8 | 15 |
| Appointments in year one (ramp adjusted) | 96 | 164.3 |
| Cost per appointment | $1,042 | $438 |
| Prospects reached per month | Limited by human capacity | 7,500 |
| 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
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.