Competitive Win Rate
Win rate specifically in deals where a named competitor was present in the evaluation
What is Competitive Win Rate?
Competitive win rate is the percentage of deals against competitors that a business wins. It shows how well the offer and the sales team perform when a rival is also being considered.
Since most B2B deals involve competition, this rate is a direct read on competitive strength.
How this KPI is measured
- Function
- Sales
- Sub-function
- Competitive
- Industry
- All Industries
- Type
- Lagging
- Impact
- Quality
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Closed-won deals with competitor present / Total competitive deals) × 100
How to calculate it
Divide closed-won deals where a competitor was present by total competitive deals, and multiply by 100.
For example, if a team competed in 80 deals and won 28, the rate is (28 / 80) x 100 = 35%.
Record the competitors on each opportunity, and split the rate by competitor to see where you are strong or weak.
Where it is used
Assessing competitive position
See how you fare against each rival.
Focusing enablement
Prepare reps for the hardest competitors.
Informing product decisions
Identify gaps that lose deals.
How to improve it
Tips and common mistakes
- Do not compare with overall win rate without context. Competitive deals are harder.
- Include no-decision outcomes as a separate category.
- Update competitor information often.
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