Win Rate
Also: Close Rate
The percentage of qualified opportunities that result in closed-won deals.
Why it matters
Win rate measures how effectively you convert real opportunities into customers, a direct read on sales effectiveness, qualification quality, and competitive strength. It is a core lever in pipeline velocity. A change in win rate ripples through forecasting and the whole demand engine.
How it is calculated
Win Rate = deals won / total closed deals (won + lost) in a period x 100
What good looks like
Win rates vary widely by motion and segment, what matters is the trend and the comparison across sources and segments. A falling win rate signals a qualification, positioning, or competitive problem worth diagnosing.
Related terms
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