Pipeline Benchmarks

We studied dozens of tech companies to find definitive pipeline management benchmarks. Filter by Average Sales Price and/or Sales Cycle to see pipeline benchmarks for companies like yours.

Pipeline management is the heart of your sales process, but it’s also a bit of a mystery. Are you giving your reps enough opportunities? Are they working those opportunities hard enough? Are they converting those opportunities into deals frequently enough?

To answer these questions you need industry benchmarks. But the problem with most benchmarks is that they are overly general — they group together companies that have little in common, which makes the benchmarks essentially meaningless. If your company has a transactional sales process where you’re closing thousands of deals a month, what’s the use of comparing the number of new opportunities you create each month with a company that closes a handful of massive deals each quarter?

When we performed our 2016 Sales Benchmarking Analysis, we wanted to correct this, so we made sure we divided the participants in our study into meaningful chunks around size, age, and target customer.

On this page, you will find six of the most important pipeline management metrics, which you can easily filter to fit your company’s own Average Sales Price (in terms of Total Contract Value) and Sales Cycle.

(Have questions about the study? Check out our FAQ.)

Pipeline Metrics

Coverage Ratio
Ratio of total pipeline value to bookings goal for a given period.
Created Opps per Rep
Average number of new opportunities each Account Executive gets each month.
Sales Cycle
Number of days from when an opportunity is opened to when it is won.
Lost Count per Rep
Average number of opportunities an Account Executive closes lost each month.
Won Count per Rep
Average number of opportunities an Account Executive closes won each month.
Win Rate
Average percent of open opportunities an Account Executive wins in a given period, in terms of value.
Average Deal Size
Average dollar value of a new contract.

Pipeline Benchmarks Sliced by ASP

All
$15K - $30K
$1K - $5K
$5K - $15K
Average
Less Than $1K
More Than $30K
  • Win Rate
    27%
  • Showing 7​ participants with an average deal size between $15K and $30K.


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  • Coverage Ratio
    7.7
  • Created Opps/Rep
    8
  • Won Count/Rep
    7.4
  • Lost Count/Rep
    12.2
  • Coverage Ratio
    8.2
  • Created Opps/Rep
    27.6
  • Sales Cycle
    49 days
  • Sales Cycle
    102 days
  • Lost Count/Rep
    4.3
  • Sales Cycle
    80 days
  • Lost Count/Rep
    5.5
  • Won Count/Rep
    1.9
  • Win Rate
    22%
  • Created Opps/Rep
    6.7
  • Coverage Ratio
    6.6
  • Won Count/Rep
    2.5
  • Win Rate
    17%
  • Showing 7​ participants with an average deal size of more than $30K.


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  • Showing 6​ participants with an average deal size between $5K and $15K.


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  • Win Rate
    21%
  • Win Rate
    23%
  • Showing 2​ participants with an average deal size of less than $1K.


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  • Coverage Ratio
    8.3
  • Created Opps/Rep
    11.7
  • Won Count/Rep
    4.6
  • Lost Count/Rep
    9.4
  • Coverage Ratio
    7.1
  • Created Opps/Rep
    15.9
  • Sales Cycle
    68 days
  • Sales Cycle
    37 days
  • Lost Count/Rep
    5.3
  • Sales Cycle
    38 days
  • Lost Count/Rep
    20.3
  • Won Count/Rep
    8.3
  • Created Opps/Rep
    27.7
  • Coverage Ratio
    4.9
  • Won Count/Rep
    4.1
  • Win Rate
    35%
  • Showing 5​ participants with an average deal size between $1K and $5K.


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  • Showing overall pipeline benchmarks for 27 participants.


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Pipeline Benchmarks Sliced by Sales Cycle

All
30 - 45 Days
45 - 65 Days
Average
Less Than 30 Days
More Than 65 Days
  • Created Opps/Rep
    17.6
  • Average Deal Size
    $38k
  • Lost Count/Rep
    9.7
  • Coverage Ratio
    9.1
  • Showing 7​ participants with a sales cycle between 45 days and 65 days.


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  • Won Count/Rep
    7.5
  • Win Rate
    28%
  • Won Count/Rep
    3.3
  • Win Rate
    19%
  • Lost Count/Rep
    6.8
  • Won Count/Rep
    1.9
  • Win Rate
    14%
  • Average Deal Size
    $24k
  • Created Opps/Rep
    9.1
  • Showing 8​ participants with a sales cycle of more than 65 days.


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  • Coverage Ratio
    9.0
  • Lost Count/Rep
    8.8
  • Average Deal Size
    $9.4k
  • Won Count/Rep
    4.6
  • Win Rate
    23%
  • Showing 5​ participants with a sales cycle of less than 30 days.


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  • Lost Count/Rep
    9.4
  • Average Deal Size
    $13k
  • Coverage Ratio
    7.1
  • Created Opps/Rep
    15.9
  • Coverage Ratio
    3.8
  • Created Opps/Rep
    25.1
  • Showing 11​ participants with a sales cycle between 30 days and 45 days.


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  • Coverage Ratio
    6.3
  • Created Opps/Rep
    15.5
  • Win Rate
    32%
  • Won Count/Rep
    6.9
  • Average Deal Size
    $21k
  • Lost Count/Rep
    13.5
  • Showing overall pipeline benchmarks for 27 participants.


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InsightSquared’s 2016 Tech Benchmarking Report

The benchmarks on this page come from our ongoing analysis of hundreds of tech companies. We will be releasing more great content just like this over the next few months.

What’s on tap?

  • How does the relative size of sales teams change as companies grow?
  • Benchmarking the SaaS Quick Ratio
  • Anatomy of a growth-stage tech startup
  • Brand new industry benchmarks for LeadGen, Rep Performance, SaaS KPIs and more!

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