Definition
What is Win Rate?
The percentage of qualified sales opportunities that close as won.
Win rate is the conversion efficiency of a sales pipeline. Combined with deal size, qualified-lead count, and sales-cycle length, it determines pipeline velocity — the expected revenue movement per day. A low win rate with high lead volume usually signals weak qualification rather than weak selling: the fix is a tighter ideal-customer profile, not more leads.
Formula
Win Rate (%) = Deals Won ÷ Qualified Opportunities × 100Example
12 wins from 50 qualified opportunities = 24% win rate. At a $7,800 average deal, each new qualified lead is worth about $1,872 in expected revenue.