GTM Engineering
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AE metrics

Account executives own the close. Their metrics blend outcome (bookings, win rate) with process health (pipeline coverage, velocity, deal hygiene).

01
Quota attainment
Bookings against quota; also the share of reps hitting quota.
bookings / quota
Benchmark ~43% avg attainment; most reps missed quota in 2025. Report % of reps at 100%, not just the mean
The headline plan-health metric. When most miss, recalibrate quota-setting, do not just PIP reps.
02
Win rate
Share of qualified opportunities won.
won / (won + lost)
Benchmark ~19–21% B2B in 2025 (down from ~29%); top performers 30%+
Drives forecasting math and reveals qualification quality. Date-stamp it: win rates fell hard in 2025.
03
Average deal size (ACV)
Mean annual contract value of won deals.
total ACV / deals won
Feeds capacity and quota models; shifts signal segment or pricing changes.
04
Sales cycle length
Median days from opportunity creation to close.
Benchmark ~6.5 months avg B2B in 2025 (up from ~4.9 in 2019); SMB weeks, enterprise 3–9+ months. Use median
A lengthening cycle is an early warning on deal health and forecast risk.
05
Pipeline coverage
Open pipeline relative to the target it must produce.
open pipeline / quota
Benchmark Derive it: coverage ≈ 1 / win rate. A 20% win rate implies 5x, not the default 3x
The fastest read on reachability. A flat 3x understates true need when win rates fall.
06
Pipeline velocity
The speed at which pipeline converts to revenue.
(# opps × win rate × avg deal size) / cycle length
A single compound metric that captures the health of the whole engine.
07
Slippage rate
Share of committed deals that push to a later period.
High slippage erodes forecast credibility and signals soft commits.
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