30% of scheduled B2B demos never happen. Where does that money go?

The average no-show rate on scheduled demos is around 30%. Fully loaded SDR cost is $110-150K/year, with 75% annual turnover.

So a meaningful chunk of every sales budget pays for demos that don't happen.

Curious what others are seeing.

What's your team's actual no-show rate? What have you tried to bring it down: reminders, qualification, calendar friction, something else?