Sales concentration by salesperson

The 2025 GTM Benchmark Report (page 8) contains this striking statistic:

14% of sellers generate 80% of revenue.

Yikes! That got us thinking... Sales concentration by rep is an interesting stat.

So we built an interactive Pareto chart in Funnelcast showing sales concentration by rep. It gives you a quick visual read on how revenue is distributed across your sales team. You can spot sales rep concentration instantly, assess what a reasonable quota might be, and see who’s crushing it—or not.

The representative example below shows sales concentration by rep, but it’s nowhere near the GTM Benchmark report’s stat: 14% of salespeople deliver 80% of sales. (The red dot.)

Well that's one company. Maybe it's an outlier?

Curious, we dug into data from dozens of companies. Many businesses were less concentrated than the example above. Even the most concentrated business wasn’t close to the GTM Benchmark's stat (which is presumably an average). See summary chart below.

Pareto showing sales concentration by salesperson for 33 companies. Data are filtered for non-renewal business and sales over the trailing 365 days.

So what’s going on? How is it that our customers' sales are so much less concentrated than the GTM Benchmark stat?

Maybe our customers have more balanced sales orgs? Or maybe the difference is in how the stats are derived. Ours are empirical—over the last 365 days.

The GTM Benchmark report is probably based on surveys. (The report doesn't say how this was obtained.)

We're calling it. Bo-o-o-o-gus!

There is no way that the 14%/80% salesperson/sales concentration figure in the 2025 GTM Benchmark Report is based on real data. Any business with that high a sales concentration would cut their sales team dramatically to right-size it.

My personal belief: it's an opinion survey that didn't specify a measurement period. People responded with their feelings of their last quarter, month, or even week. Make the measurement period short enough and one person would be responsible for 100% of sales!

This also makes sense because it's easier to rely on what people think than to ask them to carefully measure something. The thing is though:

One accurate measurement is worth a thousand expert opinions.

~ Attributed to many

Want to know how concentrated your sales are?

Run the Sales Concentration Pareto in Funnelcast—it’s free and takes minutes to set up.