Win Rate
Win rate is the percentage of sales opportunities that end in a closed-won deal. It is calculated by dividing the number of deals won by the total number of deals decided (won plus lost) over a period, then multiplying by 100. It measures how effectively a team converts opportunities.
For example, 30 wins out of 100 closed opportunities is a 30% win rate. Teams segment win rate by source, segment, product, or rep to find where deals are won and lost, and to improve forecasting and qualification. It pairs closely with sales velocity.
A common pitfall is mixing definitions of the denominator. Some teams count only decided deals, while others include open or disqualified ones, which makes comparisons misleading. Define exactly which stages and outcomes count before benchmarking.
Last updated: 14 June 2026