Average Deal Size
The average contract value of closed-won deals in a given period.
Formula
Why it matters
Average deal size directly impacts pipeline velocity. Doubling average deal size (through enterprise tier, upsell, or better ICP targeting) doubles revenue from the same number of closed deals — without requiring more pipeline volume or higher win rate.
How to improve Average Deal Size
Introduce higher-tier pricing, target enterprise-size companies with larger budgets, bundle products to increase total contract value, and remove caps on expansion pricing.
Track as a trend. Rising average deal size with stable win rate is a positive signal — better ICP targeting or expansion to enterprise tier.
Prooflytics tracks Average Deal Size automatically from your connected sources and flags it in your daily briefing when it moves significantly.
Start free trialFrequently asked questions
Should I target larger deals even if they have lower win rate?
Usually yes, if the revenue per closed deal is higher even accounting for lower win rate. A 15% win rate on $20,000 deals produces $3,000 per opportunity — better than a 30% win rate on $5,000 deals ($1,500 per opportunity).