Win Rate
The percentage of qualified opportunities that result in closed-won deals.
Win Rate is the percentage of qualified sales opportunities that convert to closed-won revenue.
**Win Rate Calculation:**
Win Rate = Closed Won ÷ (Closed Won + Closed Lost) × 100
**Win Rate Benchmarks:**
• Competitive deals: 20-30% • Uncontested deals: 40-60% • Existing customers: 60-80% • Top performers: 30-40%
**Factors Affecting Win Rate:**
• Lead and opportunity quality • Competitive positioning • Sales process effectiveness • Pricing and packaging • Product-market fit • Sales rep skill
**Improving Win Rate:**
• Better qualification (disqualify bad fits faster) • Stronger competitive differentiation • Improved sales enablement • Multi-threaded buying group engagement • Better demo and proposal quality • Faster speed-to-lead
**Win Rate Analysis:**
• By segment, industry, deal size • By competitor involved • By rep and team • By lead source • Over time trends
Related Terms
Sales Velocity
A metric measuring how quickly deals move through the pipeline and generate revenue.
Sales Qualified Lead (SQL)
A lead that has been vetted by sales and determined to be ready for direct sales engagement.
Pipeline Generation
Activities focused on creating and advancing opportunities through the sales pipeline toward closed revenue.