Average Deal Size
Mean dollar value across active pipeline opportunities (Pipeline Value / Pipeline Deal Count). Distinct from sales.avg_contract_value (ACV) which measures closed-won deals — average_deal_size is forward-looking pipeline-shape, ACV is realized output. Common pitfall: a few oversized deals materially skew the average — always inspect median_deal_size alongside; a large gap between average and median signals a few mega-deals that drive most of the projected number, which concentrates pipeline risk. — Sales KPI, I'mBoard-authored (editorial tier).
I'mBoard-authored (editorial tier)
No public third-party standard anchors this KPI yet, so I'mBoard authors and maintains the definition — transparently labeled as editorial tier. See the ontology methodology for the published vs editorial tier system and the back-attribution workstream.
Rogue ID: sales.average_deal_size
Type: Currency
Domain: Sales
Definition
Mean dollar value across active pipeline opportunities (Pipeline Value / Pipeline Deal Count). Distinct from sales.avg_contract_value (ACV) which measures closed-won deals — average_deal_size is forward-looking pipeline-shape, ACV is realized output. Common pitfall: a few oversized deals materially skew the average — always inspect median_deal_size alongside; a large gap between average and median signals a few mega-deals that drive most of the projected number, which concentrates pipeline risk.
Formula
Average Deal Size = Pipeline Value / Pipeline Deal Count. Same value convention (TCV or ACV) as the upstream metrics. Always report alongside Median Deal Size for skew detection.Why it matters
Forward-looking signal for ACV mix-shift before it appears in closed-won numbers — pipeline-size trending up usually shows up in closed-won-size 1–2 cycles later. Boards use the lead-time to ask "is this an intentional up-market move or a mix drift to correct?"
How to interpret
Track the spread (average − median) over time: stable, narrow spread = healthy uniform pipeline; widening spread = increasing concentration risk in a few oversized deals (those deals slipping then becomes catastrophic to the period). Average rising faster than median = up-market mix-shift in pipeline.
Related KPIs
sales.median_deal_sizesales.pipeline_valuesales.pipeline_deal_countsales.avg_contract_valuesales.closed_won_value
Source
I'mBoard editorial — authored and maintained by I'mBoard, first published 2026-04-01. No third-party standard is cited for this KPI; when one emerges, the definition is back-attributed and promoted to the published tier (a minor version bump). Read the ontology methodology for the published vs editorial tier system, attribution rules, and dispute process.
Stage relevance
| Company stage | Priority |
|---|---|
| Series A | Recommended |
| Series B | Recommended |
| Series C+ | Recommended |
| Public | Recommended |
Suggested for stages: Series A, Series B, Series C+, Public.
Default owning functions
- Sales
Machine-readable
- This KPI as JSON:
/api/ontology/sales/average_deal_size.json - All Sales KPIs:
/api/ontology/sales.json - Full catalog:
/api/ontology/index.json
ARR
Annual Recurring Revenue — the value of all recurring subscription revenue normalized to a one-year run-rate as of the period close. The headline operating metric for a subscription business; every growth and efficiency ratio (NRR, GRR, magic number, CAC payback, Rule of 40) is calibrated against it. Excludes one-time fees, professional services, and non-contractual usage. Common pitfall: confusing ARR (contracted recurring) with revenue (recognized) or with CARR (contracted incl. not-yet-live) — the SMSB standard draws sharp lines between them, and boards expect the same discipline. The KpiVarianceTable widget surfaces forecast / actual / variance / status / future-forecast columns against the same field. — Sales KPI anchored to SaaS Metrics Standards Board.
Average Contract Value
Average annualized contract value across new-customer deals signed during the period (ACV). Defines where the company plays on the SaaS deal-size spectrum and dictates the operating model — high-ACV businesses tolerate longer sales cycles and direct sales motions; low-ACV businesses must run product-led or inside-sales motions to keep CAC payback short. Common pitfall: blending new and expansion ACV obscures the new-logo deal-size trend that boards actually want to see. Anchored to KBCM/Sapphire SaaS Survey 2024 §Average Contract Value for cross-company benchmarking. — Sales KPI anchored to KBCM/Sapphire SaaS Survey 2024 (15th Annual).