Bigger deals take longer and close less often. But that doesn't mean you should avoid them.
B2B SaaS win rates by deal size: <$10K ACV shows 28-35% win rate, $10K-$50K shows 20-28%, $50K-$100K shows 15-22%, >$100K shows 12-18%. Larger deals have lower win rates but higher absolute revenue contribution. The "win rate paradox": SMB deals win more often but Enterprise deals generate more total pipeline value despite lower conversion. Source: Optifai Sales Ops Benchmark 2025 (N=847 companies with deal-level data).
📊 Check your pipeline coverage
A SaaS company asked us: "Should we focus on SMB where win rates are 30%+ instead of Enterprise at 15%?"
The math says otherwise. Here's a simplified model from one of our benchmark participants:
| Segment | Opps/Quarter | Win Rate | Avg Deal | Won Revenue |
|---|---|---|---|---|
| SMB | 200 | 30% | $5,000 | $300,000 |
| Mid-Market | 50 | 24% | $30,000 | $360,000 |
| Enterprise | 15 | 15% | $150,000 | $337,500 |
Insight: Enterprise generates similar revenue to SMB with 93% fewer opportunities to manage. Factor in CAC, LTV, and support costs—Enterprise often has 3-5x better unit economics despite the lower win rate.
The real question isn't "which segment has the best win rate?"—it's "which segment maximizes revenue per sales capacity hour?"
First response time under 5 minutes correlates with 21% higher win rates. After 24 hours, win rates drop by 60% on average.
Deals with 3+ contacts engaged close at 2.4x the rate of single-threaded deals. For Enterprise, this jumps to 3.1x.
Deals where MEDDIC/BANT criteria are fully documented show 40% higher close rates. Incomplete discovery = pipeline bloat.
Deals with active competitor involvement have 35% lower win rates. However, no competition often means no budget.
Before optimizing for higher win rates, consider: a 40% win rate might mean you're not pursuing enough stretch opportunities.
"Our best quarter happened when win rate dropped to 22%. We were finally pursuing the big logos we'd been avoiding." — VP Sales, Series B SaaS (benchmark participant)
Optifai's AI scores deals by size, engagement signals, and close probability. Focus on the opportunities that move the needle.
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Data last updated: November 25, 2025
Impacted metrics:
Regularly updated with latest industry data