Annual Contract Value Strategies for 2025 B2B Revenue Growth

Introduction

Did you know companies with rising deal sizes significantly outpace their peers? Research shows that B2B SaaS companies with higher Annual Contract Value (ACV) growth tend to grow faster, while those with flat or shrinking ACVs see the least growth (3). In an era where efficiency and targeted growth are paramount, ACV has emerged as a secret weapon for sales planning. It’s no longer just a SaaS buzzword – it’s a strategic metric that B2B sales and marketing leaders (VPs, CMOs, CROs, SDR heads) are leveraging to drive predictable revenue in 2025.

In this comprehensive guide, we’ll demystify ACV and explore how to use it to optimize sales strategy. You’ll learn the definition of annual contract value, how to calculate it (and even use an ACV calculator), and how it compares to other metrics like AOV. More importantly, we’ll dive into actionable ways to use ACV for revenue planning, deal prioritization, and growth strategies that win bigger contracts. Along the way, we’ll share data-driven insights (one key stat per section) and practical tips – from focusing on high-value accounts to leveraging upselling and utilizing prospecting and outsourced sales services. Let’s unlock how ACV-centric planning can give your sales team a strategic advantage in 2025.

What is Annual Contract Value (ACV)? Definition and Why It Matters

Annual Contract Value (ACV) is the average annual revenue generated from a customer contract, typically excluding one-time fees (1). In simple terms, ACV tells you how much a contract is worth per year. If a client signs a multi-year deal, ACV breaks that deal into a yearly value so you can compare contracts on an annualized basis. For example, a 3-year contract worth $300,000 has an ACV of $100,000 per year (2). Across the SaaS industry, the median ACV for private B2B companies was $26,265 in 2024, up from $22,357 the previous year (3) – highlighting how deal sizes are growing.

Why does ACV matter? It provides a clear lens on the revenue contribution of each customer per year, which is critical for strategic planning. By knowing the annual value of every customer, sales leaders can answer pivotal questions: Which accounts are truly moving the revenue needle? High-ACV customers often contribute disproportionately to your top line, so they merit special focus and resources. ACV helps you segment and prioritize accounts based on value. As customer success experts note, companies often segment their customer base by ACV to tailor support – high-ACV clients get white-glove treatment, while lower-ACV ones might be served with scaled programs (1). This ensures you invest your team’s energy where it counts most.

Moreover, ACV is a powerful metric for benchmarking and forecasting. Tracking ACV over time tells you if your average deal size is rising, flat, or falling. A declining ACV could signal that you’re either losing larger customers or closing only smaller deals – a red flag for sales health (4). Conversely, a rising ACV indicates success in capturing bigger contracts or expanding existing ones (4). Budgeting and target-setting improve with ACV as well. For instance, if your average ACV is $50k, and you have a $5M new-business goal, you know roughly you need 100 new deals (assuming similar ACVs) to hit that annual target. This kind of insight makes revenue planning more concrete and actionable.

Beyond internal planning, understanding ACV lets you strategically negotiate and align deals. Sales teams often use ACV as a benchmark for the types of contracts they seek. For example, if your current ACV is $30k, you might set a goal to pursue deals above $50k to move up-market. ACV can guide sales and lead qualification too – reps can quickly gauge if a prospect’s potential budget is in line with your ACV targets. As one SaaS glossary notes, ACV offers clarity on when a company will see profit from a contract, complementing other metrics like ARR and CAC in assessing organizational health (1).

In short, ACV is far more than an accounting figure. It’s a strategic compass for B2B organizations. With ACV, you can identify your most valuable customers, forecast recurring revenue, and ensure your sales efforts align with high-impact opportunities. No wonder savvy sales leaders treat ACV as a key north-star metric for planning and growth.

Stat to consider: *Across all private SaaS companies surveyed in 2025, the median ACV was $26.3k, a jump from the prior year (3) – reflecting an industry-wide push toward larger annual deals. This trend underscores why ACV is on every sales leader’s radar in 2025.

ACV vs. AOV: Understanding the Difference

Experienced sales and marketing leaders often ask how ACV compares to AOV – after all, both are “average value” metrics. AOV (Average Order Value) measures the average amount a customer spends per transaction (order), typically used in e-commerce or any business with one-off purchases. 

ACV (Annual Contract Value), in contrast, measures the value of a customer per year of contract in subscription or contract-based businesses. The two metrics serve different worlds: one for transactional sales, the other for recurring revenue models (2).

Think of AOV as a point-in-time metric – it answers, “How much does a customer spend on each purchase?” For example, if in Q4 your online store’s total revenue was $100,000 from 1,000 orders, your AOV is $100. E-commerce and retail teams obsess over AOV to gauge basket size and to devise tactics like bundling or upselling to increase each order’s value. In fact, as of late 2024 the global e-commerce AOV was around $144.57 (5), and U.S. online retailers saw an average order around $153 (5). A higher AOV means customers spend more each checkout, which directly boosts profitability without needing more customers (5).

ACV, on the other hand, is a rate metric – it tells you “How much revenue does a customer generate per year?” If one of your B2B clients signs a $300k deal for 3 years of service, the ACV is $100k/year. ACV is prevalent in B2B SaaS and any business with annual contracts or subscriptions. Rather than individual purchase size, ACV captures ongoing contract value normalized to a yearly amount. This makes it invaluable for comparing multi-year deals or customers on different plans on an apples-to-apples annual basis (2). For instance, a client on a $24k/year subscription and another who makes irregular purchases totaling $24k in a year both have an ACV of $24k from your perspective.

A helpful way to distinguish ACV vs AOV is by context and typical magnitude. ACV deals are usually much larger in dollar value but fewer in count – common in enterprise B2B sales. AOV deals are smaller but more frequent – common in consumer or SMB contexts. To illustrate, an e-commerce store might have an AOV of $150, whereas a B2B software firm might have an ACV of $150,000. In fact, many SaaS companies measure ACV in tens or hundreds of thousands; the median B2B SaaS ACV of ~$26k (3) dwarfs retail AOVs. This reflects how B2B contracts often involve prolonged value delivery and relationships, versus one-time retail transactions.

Use cases differ as well. ACV is used for subscription businesses to inform account management, revenue forecasting, and even company valuation (investors often look at ACV to assess contract quality). AOV is used by marketers and e-commerce managers to optimize checkout conversion rates and marketing spend efficiency (2). One metric isn’t “better” than the other – they answer different questions. If you run a SaaS company, AOV matters less than ACV; if you run an online store, ACV might be irrelevant unless you sell subscriptions. Some businesses track both (e.g. a marketplace might track AOV for transaction size and ACV for annual spend per customer).

It’s worth noting that sometimes AOV is also referred to as Annual Order Value in B2B contexts, which can confuse things. To clarify: Average Order Value (common usage) is per order, Annual Order Value (less common term) might imply the total of a customer’s orders in a year – which is essentially ACV if those purchases are recurring. The key distinction is whether the metric is tied to individual purchase events (AOV) or yearly contract/account value (ACV).

In summary, ACV vs AOV comes down to recurring contract value vs transactional purchase value. An enterprise SaaS CRO cares about ACV to ensure each new customer is worth the effort annually, while an e-commerce CMO cares about AOV to squeeze the most out of each website sale. Both metrics can guide strategy: ACV helps B2B teams focus on big-picture revenue per account, and AOV helps consumer businesses improve per-sale economics. Knowing which lever matters to you is crucial – it’s not apples-to-apples. As one sales guide puts it, AOV and ACV are “apples to oranges” (2), each fruit nourishing a different go-to-market strategy.

Stat to consider: Global e-commerce AOV ~ $145 vs. Median B2B SaaS ACV ~ $26,000 (5) (3). This stark contrast highlights how much more revenue a single B2B contract can generate annually compared to a single consumer purchase – reinforcing why ACV-focused planning is a must in high-value B2B sales.

ACV and Revenue Planning: Using Annual Contract Value to Drive Growth

Bold revenue targets and tight sales budgets mean one thing: you can’t afford to chase every deal blindly. ACV is a powerful lens for revenue planning, helping you allocate resources where they’ll yield the most revenue. By planning around ACV, B2B teams can answer critical strategic questions: How many deals do we need to hit next year’s number? What mix of deal sizes should we pursue? Should we focus on enterprise whales or mid-market volume?

Consider how ACV informs sales forecasting. If your annual sales goal is $10 million in new ARR, and your average ACV is $100k, you roughly need 100 new customers. But if you can boost ACV by upselling and targeting larger clients to, say, $200k, you’d only need 50 new wins to reach the same revenue. This is why many 2025 sales plans include strategies to increase ACV – it’s a lever to hit revenue with fewer, more valuable deals. In fact, research indicates that expanding deal size is one of the most effective levers for growth: Companies that succeeded in increasing their ACV tended to achieve faster overall revenue growth than those with stagnant deal sizes (3). It’s a simple concept with big impact – larger contracts can accelerate your top line (and often your valuation (3)).

Annual Contract Value also improves forecasting accuracy. Traditional forecasting often counts the number of deals in the sales pipeline and an average win rate. Incorporating ACV adds nuance: you weigh your pipeline by deal value to see which combination of deals will get you to target. For example, two deals that sum to $500k ACV might be more significant than 10 smaller deals that sum to $200k. ACV-weighted pipeline reviews help sales leaders focus on the opportunities that matter most for hitting quota. It also aids in capacity planning – if you know each rep on average closes $X ACV per quarter, you can estimate how many reps or what level of productivity is needed to reach goals.

Furthermore, ACV is tied to customer lifetime value (LTV) and retention, which are vital for long-term revenue stability. Generally, higher ACV correlates with higher retention rates in SaaS (3). This makes sense: customers making a big annual investment tend to be more committed and see your solution as mission-critical, whereas smaller accounts might churn more easily. 

SaaS Capital’s 2024 survey data showed companies with Net Revenue Retention (NRR) above 120% had ACVs over $40k, versus sub-$21k ACV for companies with NRR below 90% (3). 

In planning terms, that means boosting ACV (through upsells, better targeting, etc.) can also improve retention and expansion revenue – creating a virtuous cycle of growth. Stronger ACV today can lead to compounding revenue tomorrow through renewals and expansions.

How can you leverage ACV to drive revenue strategy? Here are a few approaches:

• Set tiered goals by ACV segment: Rather than a one-size-fits-all quota, assign different targets for enterprise (high ACV) vs. SMB (lower ACV) segments. For instance, a sales team might aim for 5 enterprise wins at $200k+ ACV and 20 mid-market wins at $50k ACV. This ensures focus on both “whale hunting” and volume, balanced to reach overall revenue goals.
  
• Align sales incentives with ACV growth: Encourage reps to go after bigger fish by structuring commissions or bonuses that reward higher ACV deals. Some companies pay a higher commission rate for deals above a certain ACV threshold, motivating reps to think bigger.
  
• Account planning for expansions: Don’t just count on new logos – plan revenue growth from existing accounts by increasing ACV via upsells/cross-sells. For example, if current customers average $30k ACV, set a target to raise that to $40k through new modules or upgrades. This kind of account growth planning directly boosts ACV and overall revenue. It’s widely noted that selling to existing customers is extremely efficient – upselling can increase revenue by 10–30% on average (5), and selling to current clients can be 5–25X more profitable than acquiring new ones (5).
  
• Ideal Customer Profile (ICP) based on ACV: When defining your ICP, factor in potential ACV. A “high-fit” prospect might be one that could spend $100k/year with you. Direct your outbound lead generation and prospecting (emails, calls, LinkedIn outreach) toward those high-ACV potential accounts. This is where working with lead generation experts can help – for instance, Martal Group identifies and engages companies fitting your ICP that are likely to yield big contracts, ensuring your pipeline is rich with high-value opportunities ready to convert.
  
• Use ACV in territory planning: If you assign accounts or industries to reps, distribute based on ACV potential. Equitably give each rep a book of business that sums to a similar total ACV potential, so quotas are fair and achievable. For example, each rep gets territory with ~$1M ACV worth of target accounts.
  

By making ACV a cornerstone of your revenue planning, you effectively tie your sales activity to revenue outcomes in a more granular way. Instead of just saying “we need X dollars,” you map it to “we need Y deals of a certain size.” This clarity helps in every layer of sales management – from board meetings down to weekly rep one-on-ones. It shifts the focus to quality of deals, not just quantity.

Stat to consider: Companies with high ACV growth rates grew faster, while those with flat ACV grew the least (3). This underscores that focusing on increasing deal size (and thus ACV) isn’t just vanity – it’s directly linked to accelerating revenue growth, making ACV-centric strategy a competitive must-have in 2025.

Figure: ACV by Company Size – Private SaaS companies show higher Annual Contract Value (ACV) as they scale (2023 vs 2024 data). Larger firms (right side of chart) command bigger ACVs, reflecting more complex solutions and enterprise sales (3). Source: SaaS Capital, 2025.

Annual Contract Value Calculation: Formula and Tools

Calculating ACV is straightforward, but it’s critical to do it consistently and understand what’s included. The basic ACV formula for a single contract is:

ACV = Total Contract Value / Number of Years (for multi-year deals)

If a customer signs a $120,000 contract over 3 years, the ACV = $120,000 / 3 = $40,000 per year. Simple enough, right? For contracts that are exactly one-year long, the ACV is just the contract value for that year. Where it gets tricky is handling things like one-time fees, varying contract lengths, or multiple customers.

Let’s break it down with a clear example. Imagine two customers:

• Customer A: $100,000 contract over 5 years.
  
• Customer B: $100,000 contract over 2 years.
  

How do we compute ACV for each year? In years 1 and 2, both customers are active:

• Year 1 ACV = $20,000 (A’s annual portion) + $50,000 (B’s annual portion) = $70,000 (4).
  
• Year 2 ACV = similarly $70,000 (A still $20k, B $50k).
  
• Year 3 ACV = $20,000 (only A remains, B’s contract ended) (4).
  
• Years 4 and 5 ACV = $20,000 each (only A).
  

This example shows that ACV can fluctuate year-to-year if contracts don’t all start/renew uniformly. Many businesses simplify by talking about “ACV” as an average or typical annual contract value per customer. Often, companies will calculate Average ACV across all customers in a given period:

Average ACV = (Total revenue from all contracts in period – one-time fees) / Number of customers (1).

For instance, if in 2024 you had 500 customers generating $2,000,000 in annual contract revenue, your average ACV is $4,000 (4). This helps gauge the average deal size. Just be sure to exclude one-time charges (implementation fees, hardware, etc.) if you want a pure recurring revenue picture (1). Many prefer to leave out onboarding fees from ACV so it reflects the renewable portion.

What about “annual contract value calculator” tools? There are online templates and calculators (often provided by SaaS analytics firms or blogs) where you can plug in contract values and terms, and they’ll compute ACV for you. For example, financial sites like Wall Street Prep provide ACV calculators and formulas (7). But since ACV math is relatively simple, a basic spreadsheet does the trick for most. The key is not the calculation itself, but making sure your inputs are defined clearly – e.g., decide whether your ACV will include only subscription fees or also annualized services fees, decide if you’ll separate “new business ACV” vs “renewal ACV,” etc., for internal tracking.

One thing to clarify is ACV vs ARR (Annual Recurring Revenue), since both are annualized metrics. ARR sums up all recurring revenue across all customers for the year (it’s a company-level metric), whereas ACV is usually per customer contract. If you have many customers, your total ARR is essentially (average ACV × number of customers), assuming all on annual terms. ACV is great for understanding an average deal size or comparing individual accounts, while ARR is for understanding the scale of your recurring revenue base. As Zuora notes, if you have many month-to-month customers, your ARR could be higher than ACV (because ACV might exclude those short-term deals), and if you sign lots of multi-year prepaid deals, ACV could be higher than ARR in a year (4). Both metrics matter, but ACV is more granular and sales-oriented.

When calculating ACV, be mindful of discounts, renewals, and upsells. If a contract’s value changes, it will affect ACV:

• A customer upgrading mid-year increases that year’s ACV contribution.
  
• Renewals at a higher price will boost ACV, while a down-sell will lower it.
  
• If you include discounts in “contract value,” then ACV reflects net revenue. Some companies calculate ACV on list price for a pure volume metric, others use actual (discounted) revenue for a realistic view (1). Just be consistent.
  

Tools: If your CRM or billing system tracks contracts, it often can report ACV per account automatically. Subscription management platforms (like Zuora, Chargebee, etc.) have built-in ACV and ARR analytics. But even an Excel sheet can list customers, contract values, and terms, with a formula for ACV. For sales planning, you might build a simple model: list target accounts with an estimated ACV for each to prioritize outreach.

Finally, an Annual Contract Value calculator can be handy when modeling scenarios. For instance, you might plug in “If we sign a 2-year deal at $50k total, what’s the ACV? ($25k). If we extend it to 3 years $75k, ACV stays $25k – no change, just longer commitment.” This helps show that ACV focuses on annual impact, not total contract size (that’s TCV – Total Contract Value). TCV and ACV go hand in hand: TCV is the full value over the contract’s life, ACV is the portion per year (2). TCV is important for cash flow and overall deal economics, but ACV is usually more useful for recurring revenue planning because it normalizes term length differences (2).

Stat to consider: Example – $2,000,000 in annual contract revenue across 500 customers equals $4,000 ACV (4). This simple stat reminds us how ACV is calculated and used as a benchmark. It also emphasizes that ACV can vary widely by business model (a mid-market SaaS might have ACV in the thousands, whereas an enterprise SaaS vendor’s ACV could be six figures). The calculation is easy – the insight it provides is what’s valuable.

Leveraging ACV in 2025 B2B Sales Strategy (and How Martal Group Can Help)

2025 is shaping up to be the year of smarter, leaner B2B sales strategies – and ACV-centric planning is at the forefront of this shift. With economic uncertainties and higher C-suite scrutiny on ROI, sales leaders are tasked with doing more with less. This means focusing on quality over quantity: pursuing leads and strategies that maximize revenue yield per effort. Here’s how you can leverage ACV to sharpen your sales strategy, and how Martal Group’s services align with these tactics to drive success:

• Targeting High-ACV Segments: Use market data and your own customer analysis to identify industries or company profiles that tend to have bigger contracts. For example, maybe fintech companies or Fortune 1000 manufacturers typically spend more on your solution – make them priority segments. 

In 2025, many B2B teams are doubling down on Account-Based Selling for this reason, concentrating on fewer, high-value accounts that fit their ideal customer profile. 

We can assist here by executing targeted outbound campaigns (cold email, cold calling, LinkedIn outreach) aimed at those high-ACV prospects. By outsourcing the top-of-funnel research and engagement to a team that knows how to attract B2B leads, your internal team can focus on nurturing and closing these big fish. Essentially, Martal fills your pipeline with high ACV opportunities so you can concentrate on converting them into revenue.

• Personalized, High-Touch Outreach: Bigger deals often require a more personalized approach. A $5k ACV deal might close via a quick demo, but a $100k ACV deal will involve multiple stakeholders and trust-building. Ensure your sales and marketing messaging speaks directly to the pain points of large customers. 

Use multi-channel touches – for instance, an email cadence sharing a compelling case study (showing ROI), LinkedIn interactions to establish thought leadership, and timely phone calls or virtual events to educate the buyer. High-ACV customers expect this level of attention. 

Our experienced SDR teams are adept at multi-channel outreach, often crafting campaigns that warm up enterprise prospects by highlighting relevant success stories and insights. They might start with a value-packed email, follow up with a LinkedIn message referencing the prospect’s industry challenges, and ultimately schedule a call or demo. This orchestrated approach is proven to open doors with hard-to-reach executives, setting the stage for your sales team to engage and win sizable contracts.

• Leveraging Upsells and Cross-Sells: Increasing ACV isn’t just about new customers – it’s also about growing existing ones. Work closely with Customer Success to identify expansion opportunities. Perhaps after 6 months of success with your product, a client could add another module or upgrade to a higher tier. 

Upselling and cross-selling can boost a customer’s ACV dramatically, and these strategies are critical in 2025 as companies seek to maximize revenue from their install base. In fact, upselling can lead to a 10–30% revenue increase on average (5), and cross-selling contributes 10–30% of e-commerce revenues (with analogous impact in B2B) (5). 

For your sales planning, set targets not just for new ACV, but also for expansion ACV. If you don’t have the bandwidth to run dedicated upsell campaigns, we can provide sales support through lead generation and appointment setting for account managers or specialized outreach to existing customers for new offers. 

By acting as an extension of your team, Martal can help schedule meetings or demos with current accounts to discuss upgrades, ensuring those opportunities don’t slip through the cracks.

• Data-Driven ACV Optimization: Use tools and data to continuously refine your approach. Track ACV by source: do leads from webinars yield higher ACV than leads from trade shows? Do deals sourced via outbound sales have higher ACVs than inbound? Often, outbound targeting (like Martal’s campaigns) can be tailored to go after large accounts, whereas inbound leads might skew smaller. 

In 2025, leveraging AI and analytics is key – for example, 64% of sales teams are using AI tools to personalize outbound prospecting (6), which can help identify which prospects are likely to become high-ACV customers.

Martal integrates such data insights into their outreach, using intent data and predictive markers to focus on prospects with bigger potential. By analyzing which campaigns or messages attract larger contracts, you can double down on what works. Regularly review your ACV metrics: if a certain vertical’s ACV is trending up, allocate more resources there.

• Aligning Marketing and Sales on ACV Goals: Marketing qualified leads (MQLs) should be evaluated not just on volume, but on potential value. It’s better to have 50 leads that could each turn into $100k deals than 500 leads that are $5k each. Ensure your marketing efforts – content, ads, events – are targeting the kind of prospects that match your high-ACV profile. 

This might mean producing a whitepaper that appeals to enterprise buyers or hosting executive webinars. Martal Group often helps clients by running targeted content syndication or email campaigns that speak to C-level pain points, attracting more serious buyers. 

When sales and marketing jointly focus on ACV quality over quantity, the pipeline may be smaller in count but richer in dollars. This alignment prevents the classic friction of sales saying “marketing leads are too small” and marketing saying “sales only cherry-picks big accounts.” With ACV as a shared KPI, both teams row in the same direction.

• Smart Quota and Resource Allocation: Understand the relationship between ACV and sales cycle length. Typically, higher ACV deals have longer sales cycles and involve more effort (demos, proposals, legal, etc.), but their payoff is larger. 

Make sure your quotas account for that – you might give an enterprise rep a $2M quota with an expected ACV per deal of $200k (need ~10 wins), whereas an SMB rep might have a $500k quota with $10k ACV deals (need 50 wins). The resources and support you provide should match the profile – enterprise reps might need sales engineers, custom decks, travel budget for on-site meetings, etc. 

From a planning perspective, invest where ACV is high, as long as ROI is there. If one enterprise deal costs $20k in pre-sales effort but yields $200k/year, it’s worth it. Martal’s service can complement your team by handling the labor-intensive prospecting and initial qualification steps for these high-value targets, saving your senior salespeople’s time. Think of it as outsourcing lead generation, the heavy lifting of pipeline development so your closers can do what they do best: build relationships and close big deals. This is a model many successful teams use to scale efficiently – internal AE’s backed by an external team filling their calendar with qualified, big-ticket meetings.

In essence, leveraging ACV in your sales strategy means always considering the value side of the equation, not just volume. It urges you to ask at every turn: Will this tactic/lead/channel help us land or expand high-value customers? In 2025’s competitive landscape, companies that rigorously optimize around ACV are likely to see better ROI on sales and marketing spend, more predictable growth, and stronger unit economics.

Finally, don’t go it alone. If reaching those high-ACV goals feels daunting, partnering with experts can make a huge difference.

At Martal Group, for instance, we have honed methods of B2B lead generation, appointment setting, and outbound outreach that consistently yield sales ready leads with significant contract value potential. 

By leveraging cold email campaigns, strategic calling, and LinkedIn networking on your behalf, we ensure your pipeline is full of the right prospects. 

Many B2B companies consider us as an extension of their team. While our experts handle top-of-funnel outreach and even nurture prospects with educational content, your team can focus on high-level conversations and closing sales deals. This division of labor can turbocharge your ACV growth: you maintain a steady flow of big opportunities without overburdening your internal team.

If you’re looking to maximize ACV and scale your B2B sales in 2025, consider tapping into our sales outsourcing and lead generation services. With proven expertise in cold outreach, B2B lead generation, and appointment setting for high-value accounts, we can help you fill your pipeline with ideal prospects and set you up to win larger deals. 

Conclusion: Winning with ACV in 2025

As B2B sales enters 2025, one thing is clear: smart revenue planning trumps brute-force selling. Annual Contract Value is at the heart of this smarter approach. By understanding and leveraging ACV, sales leaders can make strategic decisions – from which deals to prioritize, to how to allocate budget and headcount – all aimed at maximizing revenue impact. 

We’ve seen that ACV-focused organizations tend to close bigger deals, grow faster, and build more predictable pipelines and revenue streams. Whether it’s using ACV to forecast more accurately or to refine your ideal customer profile, the takeaway is the same: know your annual contract values and use them to your advantage.

In practical terms, winning with ACV means prioritizing high-value opportunities, lead nurturing existing accounts for expansion, and aligning your team’s efforts with where the most value lies. It also means equipping yourself with the right support. This is where partnering with experts like Martal Group can amplify your results – by ensuring your pipeline is filled with quality prospects and your reps are freed up to focus on closing and upselling the deals that matter most. 

After all, the best strategy is worthless without execution. Martal’s blend of targeted outreach, lead generation, and appointment setting can be the execution engine that drives your ACV strategy forward, connecting you with the clients that will define your success.

In summary, ACV is more than a metric – it’s a mindset. It’s about thinking in terms of long-term customer value and strategic growth. 

B2B teams that adopt this mindset in 2025 will not only hit their numbers but do so efficiently and predictably. As you refine your sales plans, ask yourself and your team: How can we raise our ACV? How can we win bigger, not just more? The answers will shape your path to Page 1 success in the ACV game. 

Here’s to winning with annual contract value – and if you need a sales partner on that journey, we are here to help you make it happen. Contact us to see how we can tailor a growth program for your sales goals. By partnering with the right experts, you can focus on closing deals while we ensure you never run out of great ones – a winning formula for ACV growth and beyond.

Get in touch for a free consultation, and let’s maximize your ACV together.

References

1. ChurnZero
2. Coldlytics
3. SaaS Capital
4. Zuora
5. Opensend
6. FitSmallBusiness
7. WallStreet Prep