The percentage of sales opportunities that result in a closed-won deal, calculated as deals won divided by total opportunities (won plus lost) in a given period.
Why it matters
Win rate is a core efficiency measure for a sales motion — a low win rate can point to poor lead qualification further up the funnel (marketing is sending unqualified leads), a weak competitive position, or a broken sales process, and figuring out which requires looking at where in the pipeline deals are actually being lost.
In a sentence
"Win rate improved noticeably once we tightened our lead qualification criteria — fewer opportunities overall, but a much higher share of them closed."
Related terms
- Antonyms: Loss rate (deals lost, the direct inverse).
- Often confused with: Conversion rate (win rate specifically applies to sales opportunities becoming closed deals; conversion rate is a broader term that can apply to any step in a funnel, including ones that have nothing to do with a sales process).
- Synonyms: Close rate.