Πωλήσεις

Win rate

Σύντομη απάντηση

The share of closed opportunities that were won - the main indicator of sales process and qualification quality.

Βασικά συμπεράσματα

A very low rate usually indicates weak qualification at pipeline entry
A very high rate, above 60% in B2B, often means real opportunities are only recorded once nearly certain
The useful comparison is by segment, lead source and rep - not the total

The formula

Win rate = won / (won + lost) × 100. Computed on closed opportunities, not total pipeline, otherwise the metric is diluted by still-open deals.

How to read it

A very low rate usually indicates weak qualification at pipeline entry

A very high rate, above 60% in B2B, often means real opportunities are only recorded once nearly certain

The useful comparison is by segment, lead source and rep - not the total

What improves it

Consistently applied qualification criteria, mandatory loss reasons, and periodic analysis of the most frequent ones.

Πραγματικό παράδειγμα

A B2B services provider found a 47% win rate on referral leads and 9% on paid campaigns. Reallocating budget lifted the overall rate from 21% to 33% in two quarters.

Ενημέρωση: 2026-07-17

Συχνές ερωτήσεις

What win rate is normal in B2B?+

Between 20% and 35% for new business, higher for existing customers. The absolute value matters less than its trend under the same qualification process.

Why record the loss reason?+

Without it you cannot separate price, product, timing and competition - and the corrective action differs completely for each.

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