Sales / RevOps

Win Rate

Win rate measures the percentage of sales opportunities that result in closed-won deals.

Key Takeaways
  • Win rate is the percentage of qualified opportunities that convert to customers, measuring sales effectiveness at closing deals.
  • Common Mistakes:
  • Including open pipeline in the denominator (only use closed opportunities).
  • Not distinguishing between qualified and unqualified opportunities.
  • Comparing win rates across vastly different deal sizes or segments.
  • Ignoring the quality of losses—losing to competitors vs 'no decision' are different.
  • Not tracking win rate by cohort or time period, missing trends.
  • Optimizing win rate while ignoring deal velocity or pipeline coverage.

Definition

Win rate is the percentage of qualified opportunities that convert to customers, measuring sales effectiveness at closing deals.

High win rate (>30%)

Strong sales execution and/or good lead qualification.

Medium win rate (20-30%)

Typical for competitive B2B markets.

Low win rate (<20%)

Poor qualification, pricing issues, or competitive disadvantage.

Formula

Win Rate (%) = Closed-Won Opportunities / (Closed-Won + Closed-Lost) × 100

Variables

Closed-Won

Number of opportunities that became customers.

Closed-Lost

Number of opportunities that didn't close.

Examples

Quarterly win rate

OutcomeCount
Closed-won25
Closed-lost75
Open pipeline50
  1. 1Total closed opportunities = 25 + 75 = 100
  2. 2Win rate = 25 / 100 × 100 = 25%
  3. 3(Open pipeline excluded from calculation)
→ Win rate = 25%

Track in Daymark

Data Sources

CSVgoogle sheetspostgreSQL

Required Fields

Opportunity data
  • opportunity_id
  • create_date
  • close_date
  • status
  • amount

Sample Questions

  • What is the current win rate?
  • Show win rate trend by quarter
  • Calculate win rate by sales rep or team
  • What's our win rate by deal size or segment?
  • Compare win rate across lead sources
  • Show win rate by product or solution
  • What are the most common reasons for losses?
Analyze win rate

Dashboard Template

1. line
Win rate trend

Quarterly win rate

2. bar
Win rate by rep

Compare team performance

3. pie
Loss reasons

Why deals are lost

4. table
Win rate by stage entry

Conversion at each funnel stage

Common Mistakes

  • •Including open pipeline in the denominator (only use closed opportunities).
  • •Not distinguishing between qualified and unqualified opportunities.
  • •Comparing win rates across vastly different deal sizes or segments.
  • •Ignoring the quality of losses—losing to competitors vs 'no decision' are different.
  • •Not tracking win rate by cohort or time period, missing trends.
  • •Optimizing win rate while ignoring deal velocity or pipeline coverage.

FAQ

Q: What's a good win rate?

20-30% is typical for B2B SaaS. Higher rates may indicate poor pipeline coverage; lower suggests qualification or competitive issues.

Q: Should I track win rate on all leads or just opportunities?

Track on closed opportunities only. Lead-to-customer is a different metric.

Q: How do I improve win rate?

Better qualification, stronger competitive positioning, improved discovery, better pricing, and focusing on ideal customer profile.

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