What is the average deal size?

Average deal size is a sales metric that shows the typical revenue value of each closed deal in a given period. It is calculated by dividing total revenue from closed deals by the number of those deals, which helps field sales leaders understand the quality and value of their pipeline.

For field sales teams that spend most of their time on the road, average deal size is a practical way to see if visit time and travel are turning into meaningful revenue. When you track average deal size consistently, you can compare territories, industries, and individual field sales reps, and you can decide where to focus coaching and resources.

How to calculate average deal size

To calculate average deal size, pick a time period such as a month or quarter. Add up the total revenue of all closed-won opportunities, then divide that number by the count of closed-won deals in the same period. For example, if your field sales team closes 80 deals worth 2,000,000 EUR in total, your average deal size is 25,000 EUR.

In most CRMs like Salesforce, SAP, Microsoft Dynamics, and HubSpot, this calculation can be automated with reports and dashboards. For field sales operations, keeping opportunity amounts and close statuses up to date is critical, because any gaps or delays in CRM updates will distort your average deal size.

Why average deal size matters for field sales

Average deal size is important because it directly influences revenue planning and sales efficiency. A higher average deal size means each customer visit can deliver more value, which is especially relevant for teams in manufacturing, insurance, real estate, healthcare, and services that invest heavily in travel and in-person meetings.

When combined with win rate and sales cycle length, average deal size helps you build more accurate forecasts and capacity plans. Field sales leaders can see whether they need more opportunities in the pipeline, bigger opportunities, or better conversion to hit targets.

Key uses of average deal size

• Forecast revenue more accurately by combining average deal size with opportunity counts and win rates.
• Segment territories and industries to see where field visits lead to larger deals.
• Guide pricing, discounting, and bundling strategies that increase the value of each opportunity.
• Set realistic quotas and incentives that reflect the true average deal size in each team.
• Identify coaching opportunities for field sales reps who close many small deals instead of fewer, higher-value ones.

Together, these uses help sales operations teams turn average deal size into a practical steering metric, not just a number on a dashboard.

Improving average deal size with better data capture

Improving average deal size starts with clean, timely data about every visit and opportunity. For field sales teams, this is challenging because reps are often updating CRM layouts after long days on the road, which leads to missed insights and incomplete opportunity values.

With Donna, the proactive AI assistant for field sales, sales professionals can have a quick voice-to-voice conversation after each meeting so every detail that influences average deal size is logged in Salesforce, SAP, Microsoft Dynamics, or HubSpot. Donna helps capture pricing discussions, cross-sell ideas, and next steps, which makes opportunity amounts and stages more accurate and supports 6x to 10x more CRM data.

As data quality improves, leaders can see the true average deal size by segment and design more effective strategies. This often leads to 75 percent less admin for field sales reps, stronger CRM adoption, and a measurable uplift in sales conversion as teams focus on higher-value opportunities rather than just more activity.

If you want to see how cleaner data on the go can sharpen metrics like average deal size, explore real-world outcomes in the customer stories from manufacturing, insurance, real estate, healthcare and service organizations.