ApolloSales EngagementAverage Deal Size
Average deal size is the mean monetary value of closed-won opportunities that originated from or were influenced by Apollo outbound activity. It provides a benchmark for the revenue quality of pipeline generated through sequences, calls, and email campaigns.
Apollo metric
Average Deal Size = Total Revenue from Apollo-Sourced Deals / Number of Closed-Won Deals
Average deal size is the mean monetary value of closed-won opportunities that originated from or were influenced by Apollo outbound activity. It provides a benchmark for the revenue quality of pipeline generated through sequences, calls, and email campaigns.
Full guide: definition, formula, and benchmarksHow to calculate Average Deal Size
Average Deal Size = Total Revenue from Apollo-Sourced Deals / Number of Closed-Won Deals
Why Average Deal Size matters for Apollo users
Not all pipeline is created equal. A high-volume outbound motion that generates only small deals may produce less revenue than a focused approach targeting fewer, larger accounts. By tracking average deal size specifically for Apollo-sourced pipeline, you can evaluate whether your outbound targeting and persona selection are aligned with your ideal customer profile and revenue goals.
This metric also reveals trends over time. If average deal size is declining while sequence volume increases, it often indicates that reps are broadening their targeting to less qualified accounts. Conversely, rising deal sizes with stable conversion rates suggest that the targeting criteria and messaging are sharpening in the right direction.
Driver
Conversion rate
Outcome · 58% contribution
Revenue
Understand and act on Average Deal Size with KPI Tree
Pipe Apollo sequence and engagement data alongside your CRM's opportunity data into your warehouse. KPI Tree joins these datasets to attribute deal values back to Apollo-sourced activity, giving you accurate deal size calculations segmented by sequence, rep, and persona.
Build a metric tree connecting average deal size to pipeline velocity and revenue targets. Assign ownership to sales managers, set up alerts when deal sizes deviate from historical norms, and use period-over-period analysis to spot shifts in the quality of outbound-generated pipeline.
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Related Apollo metrics Ready to add to your trees.
Win Rate
Sales EngagementOpportunity Win Rate = (Closed-Won Opportunities / Total Closed Opportunities) x 100
Opportunity win rate measures the percentage of Apollo-sourced opportunities that result in a closed-won deal. It is the ultimate effectiveness metric for the outbound motion, quantifying whether the contacts Apollo sequences engage actually convert into paying customers.
View metricSales Pipeline Velocity
Sales EngagementPipeline Velocity = (Number of Opportunities x Average Deal Size x Win Rate) / Sales Cycle Length
Pipeline velocity quantifies the rate at which Apollo-sourced pipeline converts into revenue. It combines the number of opportunities, average deal size, win rate, and sales cycle length into a single metric that represents the revenue-generating capacity of the outbound motion per unit of time.
View metricSales Cycle Length
Sales EngagementSales Cycle Length = Average(Close Date - First Apollo Touch Date)
Sales cycle length measures the average number of days from the first Apollo outbound touch to a closed-won deal. It captures the full duration of the outbound sales process, from initial sequence email to signed contract, and reveals how efficiently outbound-sourced deals move through the pipeline.
View metricPipeline Coverage Ratio
Sales EngagementPipeline Coverage Ratio = Total Apollo-Sourced Pipeline Value / Revenue Target
Pipeline coverage ratio measures the total value of open pipeline sourced from Apollo outbound activity divided by the revenue target for a given period. It indicates whether the outbound motion is generating sufficient pipeline to meet its share of the revenue goal, accounting for historical win rates.
View metricExplore Average Deal Size across integrations
All Apollo metrics
Account-Based Sales AnalysisAccount Penetration RateContact Engagement ScoreContact Lifecycle AnalysisContact Response TimeContact Segmentation AnalysisEmail Bounce RateEmail Open RateEmail Response RateEmail Template Performance AnalysisEmail Timing Optimisation AnalysisLead Source Attribution AnalysisLead-to-Opportunity Conversion RateList Quality ScoreMonthly Recurring MeetingsOpportunity Stage AnalysisWin RatePipeline Coverage RatioSales Pipeline VelocitySales Cycle LengthSales Rep Performance AnalysisSequence Completion RateSequence Performance AnalysisTask Completion RateOpportunity Win RatePipeline VelocityEmpower your team to understand and act on Apollo data
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