What is win rate?
Win rate is the share of sales opportunities that end as won deals, usually measured over a set period such as a quarter.
Why it matters for sales teams
Win rate shows how well a team turns opportunities into customers. Combined with pipeline volume and deal size, it tells a sales leader how much pipeline is needed to hit a target. A falling win rate can point to weaker qualification, a stronger competitor, pricing issues or gaps in the sales process.
It is most useful broken down by rep, segment, lead source or competitor, since a single company-wide number can hide big differences.
How to calculate it
A common formula is:
Win rate = opportunities won divided by (opportunities won + opportunities lost)
Some teams divide by all opportunities created instead, including those still open, which gives a lower number. Pick one method, use it consistently, and decide upfront whether deals that went silent count as lost.
Example
In one quarter, a team closes out 60 opportunities: 15 won and 45 lost. Its win rate is 15 out of 60, or one in four. A rep well below the team might need help with discovery, or might be getting weaker leads. The recorded loss reasons usually show which.