Sales

What is Average Deal Size?

Average Deal Size measures the typical value of closed sales deals. It helps assess revenue potential and sales strategy effectiveness.

Full FormAverage Deal Size
CategorySales
UnitCurrency
Higher IsBetter
FORMULA

How to Calculate Average Deal Size

Average Deal Size shows the typical value of closed deals, helping assess revenue potential. Larger deals often mean higher profitability, supporting sales strategy planning. It helps identify upsell opportunities.

Average Deal Size Formula
Average Deal Size=
Total Revenue
Total Deals Closed

Simple Example

If your last 20 deals averaged $12,500 each

average deal size = 12,500
20
Deals
$250K
Total
$12.5K
Avg

Marketing Platforms that supports Average Deal Size

These platforms provide the data needed to measure or calculate Average Deal Size in Two Minute Reports.

Most Popular
Shopify

Shopify

E-Commerce
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API Bridge

API Bridge

Other sources
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WooCommerce

WooCommerce

E-Commerce
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HubSpot

HubSpot

Customer relationship management
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Frequently Asked Questions

Average deal size is the mean revenue value of closed-won opportunities, calculated as Total Revenue / Number of Deals Won. It's critical because it directly affects your sales efficiency and growth trajectory—doubling average deal size potentially doubles revenue without increasing lead volume or sales headcount. Larger deals typically have higher profit margins (covering fixed sales costs more efficiently), though they often require longer sales cycles and more complex selling. Average deal size varies enormously by business model: enterprise software $100K-$1M+, mid-market SaaS $20K-$100K, SMB software $5K-$20K, and transactional sales $500-$5K. Increasing average deal size is often more impactful than increasing lead volume—a 20% deal size increase equals 20% revenue growth with same leads and costs.
Declining average deal size typically indicates targeting drift toward smaller customers, increased competition forcing discounting, product positioning shifting downmarket, economic pressures causing buyers to reduce budgets, or changes in sales process that speed deals by reducing scope. Sometimes aggressive growth targets push sales to close any deal rather than qualifying for size. New product lines with lower price points pull averages down. Self-service sales motions typically have smaller deal sizes than human-assisted sales. Market saturation in large accounts forces expansion into SMB. Unbundling products (selling components separately rather than suites) reduces individual transaction sizes even if total customer lifetime value stays high. Poor value demonstration in sales process leads to feature-based selling and price competition rather than value-based selling. Check if discounting has increased—protecting deal size through better value communication is crucial.
Marketing influences deal size through targeting decisions (enterprise-focused campaigns attract larger deals than SMB targeting), content strategy (create resources addressing enterprise pain points, complex use cases, and executive-level concerns rather than small business basics), and positioning (emphasize enterprise features, security, scalability, integration capabilities). ABM campaigns targeting specific high-value accounts naturally increase deal size. Lead qualification that prioritizes company size and budget ranges fills pipeline with larger opportunities. Product marketing that bundles features, emphasizes higher-tier plans, and demonstrates ROI for comprehensive solutions drives larger purchases. Events and webinars focused on strategic initiatives (digital transformation, platform consolidation) attract bigger buyers than tactical how-to content. Marketing materials that include enterprise case studies, security certifications, and compliance information signal capability to handle large deals.
Increase deal size through strategic bundling (combine products/services into higher-value packages), upselling premium tiers during initial sale (position enterprise edition as default), introducing annual prepay discounts that increase upfront deal value, focusing prospecting on larger organizations, implementing minimum deal sizes (walk away from too-small opportunities), and training sales on value-based selling rather than feature selling. Create packages specifically for enterprise buyers. Use anchoring in pricing (show high-price option first to make mid-tier look reasonable). Build business cases showing ROI for larger implementations. Add professional services, training, and support that increase total contract value. Target multiple departments or use cases in initial sale. Implement usage-based pricing that grows with customer success. Marketing can support by creating competitive comparison showing value of comprehensive solutions versus piecemeal alternatives, emphasizing total cost of ownership, and targeting budget holders not just users.