Proposal-to-Close Rate
Percentage of formal proposals or quotes submitted that result in a closed-won deal
What is Proposal-to-Close Rate?
Proposal-to-close rate is the percentage of proposals submitted that end in a closed-won deal. It shows how effective the late stage of selling is.
A low rate suggests weak qualification earlier, or problems with pricing and negotiation.
How this KPI is measured
- Function
- Sales
- Sub-function
- Deal Management
- Industry
- All Industries
- Type
- Lagging
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Closed-won deals / Proposals submitted) × 100
How to calculate it
Divide closed-won deals by proposals submitted, and multiply by 100.
For example, if a team submitted 60 proposals and closed 21 deals, the rate is 35%.
Use the same time window, and note that deals from earlier proposals may close in a later period.
Where it is used
Diagnosing late-stage issues
See where deals fall away.
Forecasting
Estimate wins from proposals out.
Coaching
Compare reps on closing.
How to improve it
Tips and common mistakes
- Do not confuse with proposal win rate if you define them differently.
- Include decisions to do nothing in losses.
- Shorter follow-up times usually help.
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