Formula
Win Rate = (Number of Won Deals ÷ Total Opportunities) × 100
Calculation Example
If a sales team had 50 opportunities and won 20 deals, Win Rate = (20 ÷ 50) × 100 = 40%
Data Source
CRM software, sales reports
Tracking Frequency
Monthly, Quarterly, Annually
Optimal Value
Higher is better; indicates sales effectiveness.
Minimum Acceptable Value
A low win rate suggests inefficiencies in the sales process.
Benchmark
B2B ~30-50%, SaaS ~20-40%, Enterprise ~10-30%
Recommended Chart Type
Bar chart (to compare teams), Line chart (to track trends)
How It Appears in Reports
Displayed in sales reports to evaluate sales team performance.
Why Is This KPI Important?
Indicates how well a company converts opportunities into actual sales.
Typical Problems and Limitations
Does not consider deal size; high win rates on low-value deals may not be beneficial.
Actions for Poor Results
Improve sales training, refine lead qualification, optimize pricing strategies.
Related KPIs
Sales Conversion Rate, Lead-to-Customer Ratio, Sales Cycle Length
Real-Life Examples
A SaaS company increased win rate from 25% to 40% by improving demo presentations.
Most Common Mistakes
Focusing only on win rate without considering deal value.
