Win Rate
The percentage of closed opportunities (won + lost) that were won, over a given period.
“When we get a real shot at a deal, how often do we close it?”
The competitiveness and effectiveness of the sales process once an opportunity is qualified.
Whether the pipeline itself was well-qualified — a high win rate on a tiny, cherry-picked pipeline isn't the same as strong overall sales performance.
Numerator
Opportunities Won
Denominator
Opportunities Won + Opportunities Lost (i.e., all closed opportunities)
Example
45 deals won, 105 deals lost in the quarter. Win Rate = 45 / (45 + 105) = 30%.
Recommended visualization: Trend line with win-rate-by-segment breakdown
Define whether the denominator counts opportunity count or opportunity value — these can tell very different stories and should be reported separately.
- Confirm closed-lost reasons are logged consistently (not left blank) for downstream analysis
- Exclude open/in-flight opportunities from the calculation window
- Reporting count-based win rate while ignoring value-based win rate, masking that the company is winning small deals and losing large ones
- Sales reps marking borderline opportunities as 'disqualified' rather than 'lost' to inflate the win rate
Get a conversational, stakeholder-friendly explanation of this KPI, generated on demand.