What is Win Rate?
Also known as: Close rate, opportunity conversion
Win Rate is the percentage of qualified opportunities that result in closed-won deals. A reliable indicator of product-market fit and sales effectiveness.
What is Win Rate?
Out of every qualified opportunity that entered your pipeline, what fraction closed as a paying customer? Defined per stage (e.g., Demo → Close) or end-to-end (Lead → Close).
How to calculate Win Rate
Win Rate = Closed-Won Opportunities / (Closed-Won + Closed-Lost).
Note: this excludes opportunities still in the pipeline. Some teams compute "win rate by stage" to find leaky stages.
Benchmarks
- SMB SaaS: 15–25%
- Mid-market: 20–30%
- Enterprise: 25–35%
Higher Win Rate at higher ACVs is unusual but common when product-market fit is strong.
Why it matters
Win Rate is the single best signal of product-market fit and sales process quality. Falling Win Rate while ACV stays flat = sales/product friction. Rising Win Rate = clearer ICP, better qualification, stronger product.