What is win rate, and what is a good level?

Win rate is the number of deals won divided by all deals closed during the period. Easy to calculate, easy to misinterpret.

Include only closed deals

Open deals should not be included. Otherwise, the figure will fluctuate based on how much is in the pipeline rather than how well you are selling.

Too high is also a signal

If you win nine out of ten, you’re probably not competing enough — or you’re disqualifying deals you could have won. That isn’t necessarily a healthy number.

Break it down to learn something

Win rate by segment, product, or channel tells you far more than the overall figure. Often, one segment is dragging down the average, and then you know where to focus your efforts.

Requires disciplined data hygiene

Deals that are never closed are excluded from the calculation, making the figure look better than it really is. Clean up old sales opportunities before relying on it.