Annual Contract Value (ACV)
The annualized revenue value of a customer contract, normalizing multi-year and partial-year deals to a consistent annual figure. Used to compare deal sizes and track sales performance.
ACV Is How You Size Deals
When your sales team says they closed a $50K deal, they should mean $50K ACV. Not TCV. Not MRR. ACV normalizes every deal to the same timeframe so you can compare a 1-year $50K deal with a 3-year $150K deal. They are the same ACV — $50K — which means they require similar sales effort and represent similar annual revenue impact.
ACV Determines Your Sales Motion
| ACV Range | Sales Motion | Typical Team |
|---|---|---|
| Under $5K | Self-serve | No sales team needed |
| $5K-25K | Inside sales | SDR + AE |
| $25K-100K | Mid-market | AE + SE |
| $100K-500K | Enterprise | AE + SE + CSM |
| Above $500K | Strategic | Named accounts team |
Growing ACV Over Time
Average ACV should increase as your company matures. This happens through better positioning, moving upmarket, adding premium features, and improving your sales team’s ability to sell value rather than features. If your ACV is declining, you are either discounting too aggressively or attracting smaller customers.
Frequently Asked Questions
How do you calculate ACV?
Total contract value divided by the number of years in the contract. A 3-year $300K contract has an ACV of $100K. A 6-month $30K contract has an ACV of $60K (annualized). Exclude one-time fees like implementation or setup unless your company policy is to include them.
What is the difference between ACV and ARR?
ACV is a deal-level metric — the annual value of a specific contract. ARR is a company-level metric — the sum of all active subscriptions annualized. ACV describes individual deals. ARR describes the whole business. Your ARR is essentially the sum of all active ACVs.
