Win rate
Quick answer
The share of closed opportunities that were won - the main indicator of sales process and qualification quality.
Key takeaways
- 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.
Real-world example
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.
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Frequently asked
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.
Where CRMconnect fits
Related terms
Sales pipeline
A structured view of open opportunities grouped by stage, used to estimate future revenue and prioritise commercial effort.
SalesSales forecast
The estimate of revenue closing in a period, computed from the pipeline by weighting on stage and real historical conversion.
SalesSales cycle
The average time from first qualified interaction to a signed order - the metric that determines how fast commercial effort turns into cash.
FinanceCRM ROI
The ratio between the annual gain a CRM generates and its total cost, computed from measurable benefit sources rather than general estimates.