RepVue
Our first look into how 2025 is going thus far, and we’re left still awaiting any material move to the upside. Slow and measured progress, witnessed by the third consecutive quarter of incremental gains, and the highest reported level since Q2-23. In this and subsequent reports, we’ve now introduced a new measure — Inbound Lead Flow Sentiment — as an additional measure to review, with the hopes of identifying a leading indicator for further and sustained improvement on quota attainment across the industry.
The RepVue Cloud Sales Index (comprising 239 companies with ~44,000 quota carrying sales professional ratings and over 1 million data points), enables us to provide a clear macro picture of where sales professionals are succeeding, which organizations are outperforming their peers and other deep insights into the B2B sales landscape.
01
Slow and Steady Progression
Sales professionals in the RepVue Cloud Index saw marginal improvement in terms of quota attainment, reaching 43.3% in Q1-25. This is coupled with Lead Flow Sentiment of 2.83, the highest level since Q2-23. While progress is muted, it is progress nonetheless as we continue into our 9th quarter of relative stagnant performance coming off 2021 and 2022 highs.
Quota AttainmentLead Flow
With the introduction of Inbound Lead Flow Sentiment now reported throughout the RepVue Cloud Sales Index report, we’ll be examining the relationship between Lead Flow sentiment and quota attainment. Though obviously correlated, weakness in Lead Flow Sentiment in late 2022 provided a warning ahead of the declines in quota attainment. As we move into Q2-25 and further into H2-25, we’ll be looking for the early signs of improving top-of-funnel sentiment to allow for the material rebound in quota attainment we’ve been looking for.
02
Vertical Industry Software shows healthy improvement
Every sub-industry in the RepVue Cloud Sales Index saw some YoY progression in either Lead Flow Sentiment or quota attainment, with the only exception being Finance & ERP tools.
Data & AI
Finance & ERP
Marketing Tools
HR Tools
DevOps & Developer Tools
Productivity & Collaboration Tools
Cybersecurity
Vertical Industry Software
Sales Tools
In aggregate across the RepVue Cloud Sales Index, we see marginal improvement — but when viewed at the sub-industry level we see mixed results. HR Tools fared the worst in terms of quota attainment, seeing a decline of 7.1% YoY to a level of 43.9%. However, it was still above the Index aggregate level. Cybersecurity, despite gains of 5% YoY, still lags all other sub-industries, with quota attainment reported at only 38.7%. Sales Tools showed strong improvement, gaining 8% YoY to a level of 45%, coupled with Lead Flow Sentiment rising as well to 3.08 — good signs for sustained momentum heading into Q2-25. The standout, though, has to be Vertical Industry Software, gaining materially in both Lead Flow Sentiment (+5.6% YoY) and quota attainment (+8.7% YoY).
It will be interesting to observe the strength in correlation between Lead Flow Sentiment and subsequent Quota Attainment at the sub-industry level in Q2-25 and into H2-25. If absolute levels of Lead Flow Sentiment can work into the low 3s, that could pave the way for quota attainment to return to near 50% levels by year end.
03
Enterprise Quota Attainment Outperforms
Sellers with average deal sizes $200K+ see the most improvement.
Regardless of sub-industry, Enterprise sellers — those commanding average deal sizes greater than $200K — saw a 4.02% YoY increase in quota attainment, closing Q1-25 with quota attainment north of 48%. This is a much healthier level and reminiscent of quota attainment numbers from over 8 quarters ago. All sellers with deal sizes $100K and under continued to experience lagging quota attainment compared to the broader Index aggregate levels over 43.3%.
Deals under $10k
4.82%
Deals $10k - $50k
0.29%
Deals $50k - $100k
4.02%
Deals $100k - $200k
2.71%
Deals $200k+
4.02%
04
Sales Cycle Compression on larger deals
Established Sales Cycles largely unchanged.
Little material movement in sales cycle length was detected in Q1-25. Deals under $10K lengthened 3.79% YoY, but in absolute terms, that’s only a single day longer. Deals between $100K and $200K showed the most absolute change, compressing from 184 days to 178 days — broadly correlated with the improvements in quota attainment for the same sized deals.
Deals under $10k
3.79%
Deals $10k - $50k
2.98%
Deals $50k - $100k
0.27%
Deals $100k - $200k
3.04%
Deals $200k+
0.34%
05
Key Account ACV Marks All Time High
Key Account sellers see ACVs reach $299K on average.
Sellers focused on SMB, Mid-Market, and Enterprise saw marginal incremental changes QoQ in average deal sizes, whereas Key Account sellers saw their average deal sizes rise to $299K on average — an all time high for the segment. Since Q1-23, where average deal sizes were observed at $235K, we’ve seen a 28% improvement in contract values. The market downturn in Cloud Sales over the past several years has impacted all divisions, including Key Accounts. However, steadily increasing ACVs have helped dampen some of that macro headwinds and allowed this group to see some of the best (relative) results in terms of quota attainment, as well.
06
Included Companies
We created the RepVue Cloud Sales Index by aggregating ratings data from 214 companies and categorizing them into SaaS sub-industries. This report comprises ~33,000 ratings from quota-carrying sales professionals who worked at these organizations.