Q4 2024 Report

RepVue
Cloud Sales Index

q4 2024

2024 concluded with 43.14% quota attainment, with a second consecutive quarter of incremental progress bouncing off the Q2-24 low of 42.00%. 200K+ average deal size sellers, as well as the Data & AI vertical bouyed the Index, both cohorts saw quota attainment in the 47% range which lead across both different ACV and Vertical dimensions.

The RepVue Cloud Sales Index (comprising 238 companies with ~42,000 quota carrying sales professional ratings and over 1 million data points), enables us to provide a clear breakdown of where sales professionals are succeeding, which organizations are outperforming their peers, and other deep insights into the B2B sales landscape.

01A New Normal?
02Sales Tools Lead the Way
03Mid-Market ACVs Rise
04Largest Deals Sales Cycle Lengthen
05Enterprise Deals Show Pricing Power
06Included Companies

01

A New Normal?

Sales professionals in the RepVue Cloud Sales Index finished the year with quota attainment at 43.14%. 8 consecutive quarters of middling performance on this measure, a long cry from the 53% quota attainment observed in Q1-22.

While early results of Q1-25 do show continued progress thus far - it will take several more Qs of continued progress and sustained momentum into the high 40% range before we can confidently declare 'we're so back'.

02

Sales Tools Lead the Way

5 of the 9 sub-industries show y/y improvement - with Sales Tools leading, up 7.82%

46.22%Q4 23
47.04%Q4 24
1.8%Data & AI
42.12%Q4 23
41.17%Q4 24
2.3%Finance & ERP
46.46%Q4 23
42.35%Q4 24
8.8%Marketing Tools
45.97%Q4 23
46.44%Q4 24
1%HR Tools
40.55%Q4 23
42.19%Q4 24
4%DevOps & Developer Tools
40.47%Q4 23
43.12%Q4 24
6.5%Productivity & Collaboration Tools
38.74%Q4 23
38.17%Q4 24
1.5%Cybersecurity
39.2%Q4 23
40.54%Q4 24
3.4%Vertical Industry Software
39.89%Q4 23
43.01%Q4 24
7.8%Sales Tools

In absolute terms, Data & AI and HR Tools are the only two verticals with greater than 45% quota attainment while Cybersecurity lags and remains the only vertical seeing sub-40% quota attainment. On a relative basis, Sales Tools made the biggest improvement year over year, rising 7.82%. In theory, Sales Tools seeing more success is a bullish leading indicator for the entire industry signalling some additional investment in GTM across verticals, we'll be watching to see if this narrative plays out further into 2025.

03

Mid-Market ACVs Rise

Sellers with 50K-100K ACVs see marked improvement

With quota attainment improving from 41.9% to 44.58% year over year, the Mid-Market ACV range of 50K - 100K, which captures of majority of sellers in our panel, lead the way in terms of quota attainment by ACV. Deals over 200K continue to show consistent performance, and lead all others with quota attainment north of 47%. Lagging in both absolute and relative terms this quarter where the smallest SMB/Commercial deals with ACVs less than 10K and sellers only meeting or exceeding quota 41.34%

Deals under $10k
6.23%
Deals $10k - $50k
3.09%
Deals $50k - $100k
6.41%
Deals $100k - $200k
0.59%
Deals $200k+
0.67%

04

Largest Deals Sales Cycle Lengthen

Expect 6-9 months for most deals over 100K

While no material changes in Sales Cycle lengths were detected across any ACV ranges, we did observe a lengthening in Sales Cycle Lengths on the largest deal sizes, those 100K and above. Interestingly deals representing the smallest deal sizes, those under 50K saw some modest improvements in their Sales Cycle lengths.

Deals under $10k
3.25%
Deals $10k - $50k
1.82%
Deals $50k - $100k
0.32%
Deals $100k - $200k
1.61%
Deals $200k+
3.01%

05

Enterprise Deals Show Pricing Power

Enterprise Sellers see ACV expansion to 194K on average

SMB deals are stuck in a tight 20K-30K range - and saw a material year over year contraction in Q4-24 down to 25K. In contrast, and perhaps of function of the higher barrier to entry and less pricing pressure, Enterprise deals marked a new high with their ACV expanding to the highest reported level over the prior 8 quarters to 194K on average, establishing a clear positive trend.

06

Included Companies

We created the RepVue Cloud Sales Index by aggregating ratings data from 238 companies and categorizing them into SaaS sub-industries. This report comprises ~42,000 ratings from quota-carrying sales professionals who worked at these organizations.

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