How attainable should OTE be

Hi All - is there guidance / historical data / any rule of thumb around how attainable OTE should be?

At my prior company (late-stage private fintech company) OTE was considered what you should be able to earn if you execute as expected ("on target") and is achievable. Yes, the quota that determined whether or not the variable part of the OTE was met was increased year over year and some sales folks were frustrated by the quota increases but there was enough out there to hit quota and hence achieve 100% of OTE.

At my current company (series B, ~85 people, climate-tech company) some folks in leadership feel OTE should only be hit 50% of the time. This leads leadership to setting, IMO, unrealistic quotas which the sales reps (3 AEs) are not set up to hit / succeed. I was surprised to hear the 50% number and hence thought I'd reach out to see if anyone had any guidance or thoughts.

Thanks in advance as always - all y'alls contributions are always helpful and appreciated 🙏