What is win rate?
Win rate is the share of closed deals that were won. Deals that are still open are left out, because they have not been decided yet.
Win rate formula
The standard formula counts deals:
Win rate = deals won ÷ (deals won + deals lost) × 100
Count deals rather than value unless you deliberately want a value-weighted rate; one large win can make a poor quarter look good.
How to calculate win rate by stage
Measured per stage, win rate answers a more useful question: of the deals that got this far, how many closed? If 120 deals reached Proposal last year and 42 of them were won, the Proposal-stage win rate is 35%. That figure is the honest probability for every deal sitting at Proposal today.
Win rate vs close rate
Teams use the two terms differently, so check the denominator. Win rate usually divides by decided deals, won plus lost. Close rate is sometimes divided by every opportunity created, including ones that were disqualified or are still open, which makes it lower and harder to compare between periods.
What is a good win rate in sales?
It depends on how strictly you qualify. A team that only opens a deal after a real discovery call will see far higher rates than one that opens a deal for every inbound enquiry. The most useful benchmark is your own trend by stage and by lead source, not an industry average.
Last reviewed 2026-11-01.