How Deal Velocity Matters More Than Deal Size

For sales leaders focused on growth, the allure of the "whale," which refers to the massive enterprise deal, is powerful. But an obsessive focus on deal size often ignores a more critical driver of revenue: deal velocity. The speed at which you close an opportunity is often more important than its size.

The Math of Velocity vs. Size

Consider two scenarios: closing one $120k deal in 12 months, versus closing one $20k deal every two months. Both result in $120k at the end of the year, but the latter creates more predictable cash flow, six feedback loops instead of one, and significantly less risk concentration.

Revenue is a function of not just how much you close, but how fast you close it.

The Hidden Costs of Slow Deals

Large, slow-moving deals drain resources and carry a high risk of "no decision." The longer a deal takes, the more likely it is to be derailed by internal re-orgs, budget cuts, or champions leaving. Time is the enemy of all deals.

How to Optimize for Deal Velocity

1. Target the Mid-Market First: They typically have faster, less bureaucratic processes.
2. Standardize Your Sales Process: Use Mutual Action Plans to create a clear timeline.
3. Remove Friction: Proactively address legal and security bottlenecks with standardized docs.
4. Qualify for Speed: Ask about their typical procurement process during initial discovery.

The Takeaway: Catch Fish, Not Just Whales

Build a system that consistently catches fast-swimming fish. That's the real path to predictable revenue growth. Don't let the pursuit of one whale distract you from building a high-velocity engine.