Opportunity-to-Close Rate
Percentage of created opportunities that ultimately close as won
What is Opportunity-to-Close Rate?
Opportunity-to-close rate is the percentage of created opportunities that end in a closed-won deal. It shows how effective the team is at turning qualified opportunities into revenue.
It is a core measure of sales effectiveness and is used to forecast revenue from pipeline.
How this KPI is measured
- Function
- Sales
- Sub-function
- Pipeline Management
- Industry
- All Industries
- Type
- Lagging
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Closed-won deals / Opportunities created) × 100
How to calculate it
Divide closed-won deals by opportunities created, and multiply by 100.
For example, if 200 opportunities were created and 50 were won, the rate is 25%.
Track by cohort, following opportunities created in a period through to their outcome, and split by source and deal size.
Where it is used
Forecasting
Estimate wins from pipeline.
Setting pipeline targets
Work out how much pipeline is needed.
Finding strengths and weaknesses
Compare segments and reps.
How to improve it
Tips and common mistakes
- Allow time for open opportunities to close before measuring a cohort.
- Do not create opportunities too early, or the rate will drop.
- Separate no-decision outcomes.
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