What is Win Rate?

Win rate is the percentage of sales opportunities that convert to closed-won deals. It measures your sales team's effectiveness at converting qualified prospects into customers. A higher win rate indicates better sales execution, stronger product-market fit, or more effective qualification.

Formula
Won / (Won + Lost) × 100
B2B Average
20-25%
Top Quartile
30-40%

Win Rate Calculator

Calculate your win rate and compare against industry benchmarks

Your Pipeline Data

Not included in win rate calculation (only decided deals count)

Your Win Rate
23.1%
15 won / 65 decided deals

vs. B2B SaaS Benchmark

Industry Average
22%(+1.1%)
Top Quartile
30%(-6.9%)
0%50%
Loss Rate
76.9%
Total Pipeline
100

Win Rate by Sales Stage

Track win rates at each stage to identify where deals are dropping off.

Lead to Qualified

20-30%

Initial qualification

Qualified to Proposal

40-50%

Discovery to proposal

Proposal to Negotiation

60-70%

Proposal acceptance

Negotiation to Close

70-80%

Final conversion

Frequently Asked Questions

What is a good win rate for B2B sales?
A good B2B win rate is typically 20-30%. Top-performing teams achieve 30-40%. The average varies by industry: SaaS (22%), Manufacturing (25%), Professional Services (28%).
How do you calculate win rate?
Win Rate = (Number of Won Deals / Total Number of Opportunities) × 100. Only count opportunities that reached a decision (won or lost), excluding still-open deals.
What factors affect win rate?
Key factors include: lead quality, sales process efficiency, competitive positioning, pricing strategy, sales rep skills, and product-market fit. Improving any of these can boost win rates.
Should I track win rate by stage?
Yes. Stage-by-stage win rates reveal bottlenecks. For example, low Proposal-to-Close rates suggest pricing or competitive issues, while low Lead-to-Qualified rates indicate targeting problems.
Optifai Research Team

Optifai Research Team

Verified

Sales Analytics & AI Research | 939 B2B companies analyzed | Published in industry reports

Last updated: November 26, 2025
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