Analytics & Metrics

Win Rate

Quick answer

Percentage of qualified opportunities that become customers.

Definition

Win rate is sales effectiveness distilled - though definition discipline matters enormously: measured against SQLs versus all leads produce different truths serving different diagnoses.

Why it matters

Pair win rate with lead volume to locate the constraint: low volume with decent wins needs marketing; flood-and-fail patterns need qualification or sales enablement.

Formula

Deals won / Qualified opportunities

Benchmarks

B2B services: 20-30% from SQL is solid

All glossary terms

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