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Win Rate

What Is Win Rate?

Win Rate is the proportion of sales opportunities that successfully result in a completed deal. It reflects how effectively a sales team turns potential leads into paying customers. Monitoring Win Rate over time helps businesses evaluate sales strategies, improve forecasting accuracy, and identify performance gaps.

How to Calculate Win Rate

  • Define the reporting period you want to measure, such as one month, three months, or a full year:
  • List every sales prospect or lead generated during that chosen period:
  • Count how many of those prospects resulted in finalized sales:
  • Divide the number of finalized sales by the total number of prospects:
  • Multiply the result by 100:

Formula

Win Rate = (Number of Won Deals ÷ Total Opportunities) × 100

Benchmark

Win Rate benchmarks vary across industries, deal sizes, and sales approaches. Many teams average between 15% and 30%, while consistently high-performing teams may achieve around 40% or higher.

Related Metrics of Win Rate

  • Lead-to-Opportunity Conversion Rate:
  • Sales Cycle Length:
  • Pipeline Coverage:
  • Average Revenue per Deal:

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FAQ's

It highlights how efficiently the sales process converts opportunities into customers and helps track improvements over time.

A very high figure might indicate that the team is only targeting easy opportunities, potentially limiting growth potential.

Improving lead qualification, addressing customer needs more effectively, and refining the sales approach can help raise Win Rate.