Quota is the revenue target assigned to a sales rep, manager, or team for a defined period — typically a quarter or fiscal year. It is the standard against which performance is measured, commissions are calculated, and ramp progress is tracked. Quota should be set at a level that is ambitious but achievable: industry convention is that 50–65% of reps should hit or exceed quota in a healthy plan. Quotas that are consistently missed by the majority of the team signal a calibration problem, not a performance problem.