What is Average Revenue Per Deal

Average Revenue Per Deal is a key performance indicator (KPI) used by businesses to measure the average amount of revenue generated from each deal or transaction. This metric is calculated by dividing the total revenue generated from deals by the number of deals closed within a specific time period.

How to Calculate Average Revenue Per Deal:Average Revenue Per Deal=Total Revenue from DealsNumber of Deals Closed\text{Average Revenue Per Deal} = \frac{\text{Total Revenue from Deals}}{\text{Number of Deals Closed}}Average Revenue Per Deal=Number of Deals ClosedTotal Revenue from Deals​

For example, if a company generates $500,000 from 50 deals in a quarter, the average revenue per deal would be:Average Revenue Per Deal=500,00050=$10,000\text{Average Revenue Per Deal} = \frac{500,000}{50} = \$10,000Average Revenue Per Deal=50500,000​=$10,000

Importance of Average Revenue Per Deal:

  1. Sales Performance Evaluation: It helps in assessing the effectiveness of a company's sales and marketing efforts.
  2. Trend Identification: By tracking this metric over time, businesses can identify trends and patterns in their sales performance.
  3. Channel Performance Analysis: It allows companies to evaluate the performance of different sales channels and optimize their strategies accordingly.
  4. Revenue Optimization: By focusing on increasing the average revenue per deal, businesses can improve overall revenue and profitability.

Strategies to Increase Average Revenue Per Deal:

  1. Upselling and Cross-Selling: Encourage customers to purchase higher-value products or additional complementary products.
  2. Pricing Strategies: Implement strategic pricing models that increase the perceived value of products or services.
  3. Enhanced Customer Engagement: Build stronger relationships with customers to understand their needs better and offer tailored solutions.
  4. Value-Added Services: Include additional services or features that justify a higher price point.
  5. Target High-Value Clients: Focus on attracting and retaining clients who have the potential to generate higher revenue.

Example of Average Revenue Per Deal in Action:

Consider a software company that offers a range of solutions from basic packages to premium subscriptions. Initially, the company’s average revenue per deal is $5,000. By implementing a targeted upselling strategy, where customers are encouraged to upgrade to premium packages, and introducing value-added services like dedicated support, the company successfully increases the average revenue per deal to $8,000 over the next quarter.

Monitoring and Utilizing Average Revenue Per Deal:

Regularly monitoring the average revenue per deal provides insights into sales strategy effectiveness and areas needing improvement. This metric should be analyzed alongside other KPIs like customer acquisition cost (CAC) and customer lifetime value (CLV) for a comprehensive understanding of business performance.


In conclusion, Average Revenue Per Deal is a critical metric for businesses to monitor and optimize to drive revenue growth and improve sales performance. By understanding and leveraging this metric effectively, businesses can make data-driven decisions to enhance their sales strategies and achieve their financial goals.