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Win Rate Calculator

Calculate and benchmark your sales win rates. Analyze stage conversion rates and identify where you're losing deals.

Basic Win Rate

All opps in period

Stage Conversion Analysis (Optional)

Enter the number of deals that reached each stage to see where you're losing deals.

Understanding Sales Win Rates

Sales win rate is the percentage of opportunities that result in closed-won deals. It's one of the most important metrics for measuring sales effectiveness and forecasting revenue.

How to Calculate Win Rate

Win Rate = (Deals Won / Total Closed Deals) x 100

Note: Only count closed deals (won + lost). Don't include open opportunities in the denominator or your win rate will be artificially low.

Win Rate Benchmarks by Industry

SaaS22%
Professional Services25%
Manufacturing18%
Healthcare15%
Financial Services20%
Technology (Enterprise)17%
Marketing/Advertising28%
Retail/E-commerce30%

Factors That Affect Win Rate

  • Lead quality: Better-qualified leads convert at higher rates.
  • Sales process: Structured sales processes improve conversion.
  • Competition: Crowded markets typically have lower win rates.
  • Deal size: Larger deals often have lower win rates but higher value.
  • Sales skills: Training and coaching directly impact close rates.

How to Improve Win Rate

  • Better qualification: Disqualify bad-fit deals early to focus on winnable opportunities.
  • Improve discovery: Deep understanding of needs leads to better solutions.
  • Multi-thread deals: Build relationships with multiple stakeholders.
  • Handle objections better: Train on common objections and competitive positioning.
  • Speed to lead: Respond to inbound leads within 5 minutes.
  • Create urgency: Use limited-time offers and compelling events.

Win Rate vs. Close Rate

These terms are often used interchangeably, but there can be subtle differences:

  • Win Rate: Usually calculated on closed deals only (won / (won + lost))
  • Close Rate: Sometimes calculated on all opportunities including open (won / all opps)

We recommend using the win rate formula (closed deals only) for more accurate tracking.

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