Win Rate
Percentage of opportunities that result in a closed-won deal
What is Win Rate?
Win rate is the percentage of deals entering the pipeline that are won. It shows how effective a sales team is at closing the business it pursues.
It is one of the most used sales measures, and it drives how much pipeline is needed to reach a target.
How this KPI is measured
- Function
- Sales
- Sub-function
- Pipeline Management
- Industry
- All Industries
- Type
- Lagging
- Impact
- Revenue
- Unit
- %
- Measurement frequency
- Monthly / Quarterly
- Formula
- (Closed-won deals / Total deals entered into pipeline) × 100
How to calculate it
Divide closed-won deals by total deals entered into the pipeline, and multiply by 100.
For example, if 200 deals entered the pipeline and 44 were won, the win rate is 22%.
Measure by cohort, define clearly what enters the pipeline, and split by segment, source and rep, since averages hide large differences.
Where it is used
Setting pipeline targets
Work out the pipeline needed.
Coaching
Compare reps and learn from the best.
Finding strong segments
Focus on where you win.
How to improve it
Tips and common mistakes
- A higher win rate on fewer deals may not be better overall.
- Count value as well as number of deals.
- Define entering the pipeline consistently.
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