Proposal Win Rate
Percentage of submitted proposals or RFP responses that result in a won engagement
What is Proposal Win Rate?
Proposal win rate is the percentage of submitted proposals that are won. It shows how competitive and well-targeted a team's proposals are.
Proposals take time and effort, so a low rate means resources may be spent on the wrong opportunities.
How this KPI is measured
- Function
- Sales
- Sub-function
- Business Development
- Industry
- All Industries
- Type
- Lagging
- Impact
- Operational
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Proposals won / Proposals submitted) × 100
How to calculate it
Divide proposals won by proposals submitted, and multiply by 100.
For example, if a team submitted 40 proposals and won 12, the rate is (12 / 40) x 100 = 30%.
Track by deal size, sector and competitor, and record reasons for wins and losses.
Where it is used
Choosing what to bid for
Focus effort on opportunities you are likely to win.
Improving proposals
Learn from wins and losses.
Forecasting
Estimate wins from proposals in progress.
How to improve it
Tips and common mistakes
- A very high rate may mean you are bidding too cautiously.
- Use a consistent definition of submitted.
- Compare rates by proposal type.
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