Who closes bigger deals?

MetricAverage selling price of closed-won deals, by rep and by segment

UnitUSD ACV per closed-won deal

Bar of average selling price per rep or per segment. Identifies low-priced sellers who may be discount-dependent. Build per-rep average closed deal value. Wide spread within a segment means reps closing wrong-size deals. Example: Top rep ASP $42K (Enterprise); bottom $8K (SMB drift).

ASP

Average selling price. Net revenue divided by units sold.

SMB

Small and medium business. Segment label, usually under 200 employees or a defined contract-value band.

B2B SaaS, companies at roughly $47M median revenue, ASP measured as first-year ACV of closed-won new business. 2024 to 2025 data. · Direction is shape rather than higher_better. A high ASP is only good if the cost to acquire it moves proportionately, and Benchmarkit's finding that the $10K to $50K band is more expensive to acquire than $50K to $100K shows the relationship is not linear. The median anchor of $50K comes from Bridge Group's 2025 SDR study, which reports median ASP rising from $27K in 2022 to $44K in 2024 to $50K, a fast move that reflects both genuine price increases and a shift in which companies participate. Ebsta separately reports deal values up 54% year over year in its 2025 dataset, which is a larger jump than the Bridge Group trend and probably reflects mix rather than pricing. The most common misreading of this chart is treating rep-level ASP variation as a skill signal when it is almost always a territory artefact.

Category split omitted: Deal-size distributions in the primary datasets are published as banded charts without labelled values, so segment-level ASP quartiles cannot be stated without inventing numbers.

One or two reps hold all the large deals while everyone else clusters in the bottom band with no middle, so segment coverage is a staffing accident rather than a designed structure.

Two of nine reps carry a $140K ASP, the remaining seven sit at $22K, and no rep operates in the $50K to $100K band at all.

• Assign territory by account revenue band rather than by who sourced it first. Rep-level ASP spread of more than three times almost always traces to territory history rather than capability, and rebalancing moves the chart faster than any coaching intervention.
• Audit the $10K to $50K band specifically. Benchmarkit 2025 finds it consistently more expensive to acquire than the $50K to $100K band above it, and the anomaly has persisted across multiple years, so drifting into that band destroys unit economics even as ASP appears to rise.
• Multi-thread the larger deals rather than assuming senior reps will do it instinctively. Ebsta 2025 found engaging six or more stakeholders early moves win rate from 12% to above 40%, and the effect is largest exactly where ASP is highest.
• Read ASP against cost per acquired customer on the same chart. ASP rising while cost per customer rises faster is a worse outcome than flat ASP, and the two charts separated will not show it.

1. The Bridge GroupSDR Models, Motions & Metrics: 2025 Research Report (10th ed.) · 2025 · n=351 B2B companies, 78% North America, 83% B2B SaaS, $47M median revenue, $50K median ASP 60% of SDRs at quota, lowest on record. Median SDR OTE $80K at 68:32 base to variable. Pipeline per SDR $3.78M, with 50% of respondents between $1.9M and $6.4M. Monthly held-meeting quota median 10 at Stage 0 and 6 converted at Stage 1. Ramp 3.0 months. Attrition 40% median, 21% to 57% interquartile. 4.1 quality conversations per day on 112 total daily activities. bridgegroupinc.com ↗
2. Ebsta and Pavilion2025 GTM Benchmarks Report · 2025 · 655,000 opportunities worth $48B pipeline across 387 companies, 240,000 minutes of seller discovery calls, survey of 2,000+ CROs and sales leaders Average win rate 19%, down from 29% the prior year. 78% of sellers missed quota, up from 69%. Top performers close 11x faster than bottom performers, up from 8.9x in 2024 and 4x in 2022. Top 14% of sellers generate 80% of revenue. Engaging 6 or more stakeholders early moves win rate from 12% to above 40%. Channel velocity: partner and referral 1.3x, organic 1.2x, outbound 1.05x, events 0.78x, paid 0.68x. Expansion is 52% of new revenue. 46% of SaaS and tech companies moving to full-cycle sales. joinpavilion.com ↗
3. Ebsta (PR Newswire release)Ebsta Unveils 2025 GTM Benchmarks Report · 2025 · $48B pipeline analysed, 2,000 CROs surveyed 78% of sellers missed quota in 2025 versus 69% in 2024. Deal values up 54% year over year. Top-to-bottom seller velocity gap widened to 11x from 8.9x. prnewswire.com ↗
4. Benchmarkit2025 B2B SaaS Performance Metrics Benchmarks (full deck, PDF) · 2025 · N=583 participants; metric-level n varies from 21 to 228 by chart Glossary defines CAC Payback as S&M expenses divided by (new customer ARR x gross subscription margin) x 12. Solutions in the $10K-$50K ACV band are consistently more expensive to acquire than $50K-$100K. New CAC Ratio above $100K ACV is lower than the $10K-$100K range. PLG companies show higher S&M as a share of revenue over time, contrary to common belief. Expansion ARR is 40% of total new ARR at median. hibob.com ↗
5. Benchmarkit (with Pavilion)2025 B2B SaaS Performance Metrics Benchmarks · 2025 · N=583 participants, 2024 performance data, segmented by ARR, ACV, pricing model, GTM motion, financing source, region New CAC Ratio median $2.00 of S&M per $1 of new customer ARR, up 14%, with the fourth quartile at $2.82. Blended CAC Ratio $1.40, down 12%. Expansion CAC Ratio $1.00. CAC payback 18 months median. Gross margin 77% total, 81% subscription, 30% professional services. S&M 37% of revenue median, 45% for VC-backed versus 33% for PE-backed. ARR per FTE $240,000 at $50M-$100M ARR and $283,379 above $100M. GRR 88%, NRR 101%. benchmarkit.ai ↗
6. ICONIQ GrowthState of Go-to-Market 2026 · 2026 · Survey of GTM executives at 150+ B2B and AI software companies, January 2026 Free trials and POCs convert near 50%, the highest of any motion. Self-serve revenue projected at about 20% for high-growth companies in 2026 versus roughly 10% for peers. High-growth companies draw 60-80% of pipeline from sales and channel versus 15-20% from marketing. 48% report hybrid as primary pricing model. Higher AI adopters show stronger AE quota attainment across SMB, mid-market, enterprise and strategic. iconiq.com ↗
7. The Bridge GroupAE Models, Motions & Metrics: 2026 Research Report (10th ed.) · 2026 · n=158 B2B companies, survey Q1-Q2 2026, respondents VP Sales, CRO, RevOps, CFO 48% of reps at quota, down from 51% in 2024. Median AE OTE $200K. Median AE quota $960K at 4.6x quota-to-OTE. Average ramp 6.2 months, highest in study history. Required experience at hire 3.7 years, up from 2.7 in 2022. SaaS median quota $875K. bridgegroupinc.com ↗
8. RepVueSales Salary Guide: What Sales Reps are Earning in 2026 · 2026 · Crowdsourced compensation across thousands of companies, updated continuously Individual contributor quota attainment clusters between roughly 40% and 58%, rising with seniority. Moving from SMB to mid-market to enterprise roughly doubles OTE while the share of reps hitting quota falls at every step. Federal and SLED AEs carry the highest attainment across all AE types at 46% and 45%. repvue.com ↗