What is win rate?
Win rate is the percentage of sales opportunities that end in a won deal. To calculate it, divide the number of deals won by the total number of opportunities that closed, won or lost, then multiply by 100.
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How to calculate win rate
Divide the deals you won by all the deals that closed, then multiply by 100.
Percentages in this equation use numeric percent values: 40 means 40%.
Why win rate matters
Win rate shows how well your team turns opportunities into customers. It affects revenue forecasts, and a small change can have a large effect on results.
Marketing can use it to judge lead quality by source, since stronger sources tend to produce better win rates.
Variations in how it's counted
Some teams count only closed deals, as in this formula. Others divide wins by all opportunities created in a period, which includes deals still open. Choose one definition and use it consistently.
What moves win rate
Lead qualification, sales skills, pricing, competition, and how well your offer fits all play a part. Reviewing lost deals for reasons often points to the most useful fix.
Disclaimer
This calculator is for informational purposes only, and we don't guarantee the accuracy of its results. You're responsible for verifying any results before relying on them. See our terms of use.
Common questions
How do you calculate win rate?
Divide deals won by deals closed, then multiply by 100. For example, winning 25 of 100 closed deals gives a 25% win rate.
What is a good win rate?
It depends on your industry, deal size, and how well leads are qualified. Compare your rate over time and by segment or source.
What's the difference between win rate and conversion rate?
Win rate looks at closed sales opportunities. A conversion rate is broader and can measure any step, such as a visitor becoming a lead.
How can you improve win rate?
Qualify leads more carefully, respond quickly, tailor your proposals, and learn from lost deals. Focusing on the best-fit opportunities often raises the rate.
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