Win Rate

Win rate is the conversion percentage from opportunity to closed-won deal. It sounds simple, but how you define "opportunity" dramatically changes the number. A team counting every discovery call as an opportunity will show a 15% win rate. The same team counting only qualified, commit-stage deals might show 45%. Neither is wrong — but you need consistency.

How to Measure It Right

• Define the starting stage: Most teams measure from "Qualified Opportunity" or Stage 2+. Never from raw leads.
• Include all outcomes: Closed-Won, Closed-Lost, and deals that went stale. Stale deals are losses, not open opportunities.
• Segment appropriately: Win rate by segment, deal size, rep, source, and competitor tells you where you actually win and lose.

Why It Matters

Win rate is one of four components in pipeline velocity. A 5% improvement in win rate flows directly to revenue without needing more pipeline. That makes it the most capital-efficient lever for revenue growth.

Win rate analysis also reveals competitive dynamics — if win rates drop against a specific competitor, that's an enablement and positioning problem. If win rates drop in a segment, that's a targeting problem. See RevOps KPIs for the full framework.