Highlights of 2025 GTM Benchmarks
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Win Rates
Based on $48Bn in opportunities from UK and US tech firms, Ebsta’s GTM Benchmarks Report shows win rates dropped 18% in 2023, then 10% in 2024.
Longer sales cycles (+16%) and deal value declines (-21%) drove the initial plunge in 2023. But in 2024, shorter cycles (-9%) and bigger deals (+54%) are slowing that drop.
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Sales Cycles
In 2023, extended buyer evaluations and economic uncertainty prolonged sales cycles by +16%, contributing to a steeper drop in win rates (-18%).
By 2024, a surge in deal values (+54%) and improved buyer sentiment shortened cycles by -9%. However, more sellers missed quota (up from 69% to 78%), highlighting ongoing challenges.
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Deal Values
In 2023, macroeconomic uncertainty and longer sales cycles drove a -21% drop in deal values.
By 2024, improved buyer confidence and agile GTM strategies propelled a remarkable +54% rebound. Shorter sales cycles, fewer slipping deals, and stabilizing win rates underscore how flexible sales teams can capitalize on renewed market momentum.
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Sellers Missing Quota
Tech sellers are struggling more than ever - 78% missed quota in 2024, up from 69% in 2023. Why?
Win rates continue to fall (-10%), while the gap between top and bottom sellers has widened (now 11x). Despite shorter sales cycles and higher deal values, inconsistent performance is making hitting targets harder.
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Velocity Delta
The gap between top and bottom sellers has widened. The difference in speed with which they create revenue has risen from 8.9x to 11x in 2024. Why?
Despite shorter sales cycles (-9%) and higher deal values (+54%), win rates continued to decline (-10%), and more sellers missed quota (78%). Elite sellers adapted faster, while others struggled; intensifying the revenue divide.
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Deals Slipped
Tech firms saw deal slippage improve from 44% in 2023 to 36% in 2024 (Ebsta’s GTM Benchmarks Report).
Shorter sales cycles (-9%) and rising deal values (+54%) likely helped. However, win rates remain low, and more sellers are missing quota - highlighting ongoing challenges despite better deal execution.
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Most Efficient Channels
Tech firms gain crucial insights by comparing efficiency among channels like organic inbound (1.2x), outbound (1.05x), events (0.78x), and paid (0.68x).
Partner referrals lead the pack at 1.3x. This data underscores the strategic value of focusing resources on the strongest channels to enhance returns and drive meaningful, sustainable growth.
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Customer Expansion
Customer expansion is key to sustainable growth. In 2024, 52% of new revenue came from existing clients.
By upselling and cross-selling, tech firms enjoy higher win rates (45% vs 18%), fewer decision-makers (5 vs 8), and shorter sales cycles (52 days vs 91 days). It’s a faster, more reliable strategy.
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Selling Time Per Day
Time is a seller’s most precious asset, yet routine tasks consume most of the day. Leaders who reclaim lost hours through AI-driven automation consistently outperform peers.
They nurture customer expansion by building trust, accelerating deal velocity, and uncovering new revenue streams. This balanced approach fortifies tech firms for sustainable success.
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Missing Contacts
AI can propel customer expansion, but incomplete contact records undermine potential. With 25% of missing contacts at the CxO level, critical stakeholders remain invisible.
Automating data capture ensures AI-driven insights remain highly accurate and actionable. It’s the only way to spot engagement gaps early and protect revenue from vital relationships.
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New Revenue
Customer expansion not only boosts revenue but also accelerates the path to profitability. With a 45% win rate and a significantly shorter sales cycle, it drives predictable growth for tech firms.
By nurturing existing relationships, you reduce costs and complexity. Remember, don’t buy new clients, recycle the ones you have!
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Ongoing Engagement
Tech firms that maintain consistent stakeholder alignment uncover fresh opportunities and remain indispensable.
Regular dialogues with the C-suite pinpoint shifting priorities, enhancing loyalty and unlocking expansion. Proactive engagement resolves issues before they escalate.
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