Highlights of 2025 GTM Benchmarks
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Win Rates
Why the drop in Win Rates has slowed. In 2023, extended sales cycles (+16%), reduced deal values (-21%), and widespread quota shortfalls (69% of sellers missed) drove an 18% drop in win rates.
In 2024, shorter cycles (-9%), bigger deals (+54%), and fewer delayed contracts (36% slipped) stabilized performance, bringing the overall decline to just 10% this year.
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Sales Cycles
According to Ebsta’s GTM Benchmarks Report analyzing $48Bn from UK/US tech, 2023 saw lengthy cycles (+16%) and falling deal sizes (-21%), driving an 18% drop in win rates.
In 2024, cycles shortened (-9%) and deal values surged (+54%), leading to a smaller 10% decline in win rates compared to the previous year - despite sellers missing quota rising to 78%.
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Deal Values
In 2023, deal values fell by -21% amid lengthening sales cycles (+16%) and plummeting win rates (-18%).
But in 2024, a +54% surge signals renewed buyer confidence. Shorter cycles (-9%) and fewer slipped deals (36%) drove momentum, though rising quota misses (78%) highlight an increasingly competitive landscape.
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Sellers Missing Quota
In 2023, 69% of sellers missed quota, rising to 78% in 2024, according to Ebsta’s GTM Benchmarks.
Competition, dropping win rates (-18% in 2023, -10% in 2024), and shifting buyer behavior inflated pipelines yet stalled conversions. These dynamics, plus prolonged sales cycles and slipping deals, contributed to mounting quota shortfalls.
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Velocity Delta
The sales velocity delta has soared from 8.9x to 11x in 2024. It reflects how fast top and bottom sellers generate revenue. The gap is growing.
Plunging win rates (-18% in 2023, -10% in 2024), fluctuating deal values (-21% then +54%), and shifting sales cycles (+16% then -9%) fueled this imbalance, significantly intensifying performance pressure across tech industries.
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Deals Slipped
In 2023, 44% of deals slipped, reflecting extended sales cycles (+16%) and depressed win rates (-18%). But by 2024, things had changed.
Slippage fell to 36% as tech firms streamlined processes and shortened sales cycles (-9%). Although sellers still struggled with quotas (78% missed), more focused pipeline management drove overall better deal execution.
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Most Efficient Channels
Channel efficiency - calculated by (win rate × ACV) / sales cycle - significantly impacts overall revenue and profitability.
According to Ebsta’s GTM Benchmarks, partner referrals proved 1.3x more efficient than other channels across $48Bn in opportunities. By prioritizing the most efficient channels, tech firms can optimize growth and strengthen their competitive edge.
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Customer Expansion
Tech companies can accelerate revenue by focusing on existing clients. With a 45% expansion win rate versus 18% for new deals.
Customer expansion also yields faster outcomes (sales cycles of 52 days instead of 91) and involves fewer decision-makers. It’s a proven approach that strengthens relationships and consistently drives sustainable, long-term growth.
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Selling Time Per Day
Time is a seller’s most precious asset, yet routine tasks consume most of the day. Sellers 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 companies for sustainable success.
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Missing Contacts
Beneath every effective AI strategy lies clean, comprehensive data. Currently, 44% of sales contacts are not in CRMs, with a quarter of those being senior decision-makers vital to expansions.
Without accurate insights, valuable multi-threading opportunities slip away. By investing in automation, organizations can capture data that powers AI for truly significant growth.
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New Revenue
In 2024, 52% of new revenue came from existing clients. The GTM Benchmarks Report reveals that customer expansion offers a 45% win rate versus 18% for new customer acquisition; and requires fewer stakeholders (5 v. 8) in a shorter sales cycle (52 vs. 91 days).
So, don’t just buy new clients, recycle the ones you have!
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Ongoing Engagement
Sustained customer engagement boosts expansion opportunities by 189% and positions tech firms for long-term success.
Regular C-suite touchpoints reveal evolving needs, encouraging growth. By consistently delivering value-driven interactions, businesses strengthen loyalty, reduce churn, and drive revenue.
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