What is Win Rate?
Share of qualified opportunities that convert into closed-won deals.
How to calculate it
Calculate Win Rate as: Deals won / Total deals (won + lost) × 100. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
Out of 80 qualified opportunities you close 20 -> 25% win rate. Raising it to 30% adds revenue with no extra pipeline.
Example 2
A rep works 50 qualified opportunities and wins 12 -> 24% win rate. After sharpening qualification criteria, the next quarter's rate rises to 31% on the same pipeline.
Why it matters
Win rate measures how effectively the team converts qualified opportunities into closed-won deals and reflects the quality of pipeline qualification. A healthy, stable win rate makes forecasting far more reliable, while a declining one often points to weak qualification, pricing problems or a tougher competitive field. It is most useful when tracked by segment, source and competitor.
Benchmark context
20-30% is common for B2B; inbound-led or warm-referral motions run higher, while competitive enterprise deals run lower. Always define whether no-decision deals are included, as excluding them inflates the rate.
Common pitfalls
Excluding no-decision deals inflates the rate.
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