Sales
Definition
Win rate is the percentage of opportunities (typically SQLs) that close in a won outcome versus all resolved opportunities. Formula: Won / (Won + Lost). Used to forecast revenue and identify qualification and sales process effectiveness.
Key points
- Formula: Won / (Won + Lost) — excludes still-open opportunities
- Typical B2B SaaS win rates: 15-30% at SQL stage
- Segment win rate by rep, product, industry, or deal size for insight
- Low win rate = qualification problem; high win rate = potentially under-prospecting
Example
Team closes 30 deals and loses 70 in a quarter. Win rate = 30 / (30 + 70) = 30%.
Related terms
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