Sales Performance Benchmarks

We studied more than 150 tech companies to come up with definitive industry benchmarks. Filter by Average Sales Price and/or Annual Bookings to see sales benchmarks for companies just like yours.

How does your sales team stack up against other companies’? Is your Win Rate higher or lower? What about your Annual Bookings?

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 instantly makes the benchmarks essentially meaningless. If your company sells a few big deals a month, what’s the use of comparing your Sales Cycle to a company that sells thousands of small deals?

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 5 of the most important sales performance benchmarks, which you can easily filter to fit your company’s own Average Sales Price (in terms of Total Contract Value) and Annual Bookings Totals.

Sales Performance Metrics

Sales Cycle
Number of days from when an opportunity is opened to when it is won.
Win Rate
Percentage of opportunities converted into deals.
Annual Bookings
Dollar value of all deals in a 365-day period.
Average Deal Size
Average dollar value of annual contract.
Quota Attainment
Percent of quota that the average sales rep achieves.

Sliced by ASP

All
$15K - $30K
$1K - $5K
$5K - $15K
Average
Less Than $1K
More Than $30K
  • Showing overall sales performance benchmarks for 68 participants.


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  • Sales Cycle
    69 days
  • Win Rate
    28%
  • Bookings
    $6.3m
  • Avg. Deal Size
    $23k
  • Quota Attainment
    88%
  • Showing 6​ participants with an average deal size of less than $1K.


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  • Sales Cycle
    31 days
  • Win Rate
    37%
  • Bookings
    $24k
  • Avg. Deal Size
    $504
  • Quota Attainment
    127%
  • Showing 14​ participants with an average deal size between $1K and $5K.


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  • Sales Cycle
    49 days
  • Win Rate
    25%
  • Bookings
    $4.4m
  • Avg. Deal Size
    $2.7k
  • Quota Attainment
    81%
  • Showing 15​ participants with an average deal size between $5K and $15K.


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  • Sales Cycle
    67 days
  • Win Rate
    34%
  • Bookings
    $5.1m
  • Avg. Deal Size
    $9.3k
  • Quota Attainment
    57%
  • Showing 13​ participants with an average deal size between $15K and $30K.


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  • Sales Cycle
    84 days
  • Win Rate
    26%
  • Bookings
    $6.9m
  • Avg. Deal Size
    $22k
  • Quota Attainment
    35%
  • Showing 20​ participants with an average deal size of more than $30K.


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  • Sales Cycle
    85 days
  • Win Rate
    23%
  • Bookings
    $9.6m
  • Avg. Deal Size
    $54k
  • Quota Attainment
    100%

Sliced by Bookings

All
$1M - $5M
$5M - $10M
Average
Less Than $1M
More Than $10M
  • Showing overall sales performance benchmarks for 68 participants.


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  • Sales Cycle
    69 days
  • Win Rate
    28%
  • Bookings
    $6.3m
  • Avg. Deal Size
    $23k
  • Quota Attainment
    88%
  • Showing 6​ participants with annual bookings of less than $1M.


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  • Sales Cycle
    41 days
  • Win Rate
    37%
  • Bookings
    $374k
  • Avg. Deal Size
    $3k
  • Quota Attainment
    161%
  • Showing 30​ participants with annual bookings between $1M and $5M.


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  • Sales Cycle
    67 days
  • Win Rate
    24%
  • Bookings
    $2.5m
  • Avg. Deal Size
    $17k
  • Quota Attainment
    74%
  • Showing 13​ participants with annual bookings between $5M and $10M.


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  • Sales Cycle
    68 days
  • Win Rate
    27%
  • Bookings
    $7m
  • Avg. Deal Size
    $24k
  • Quota Attainment
    103%
  • Showing 19​ participants with annual bookings of more than $10M.


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  • Sales Cycle
    80 days
  • Win Rate
    32%
  • Bookings
    $17.3m
  • Avg. Deal Size
    $38k
  • Quota Attainment
    78%

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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