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The percentage of closed sales opportunities that end as won deals over a given period.

Win rate shows how well a team converts qualified pipeline into revenue, so it drives forecast accuracy, pipeline coverage targets and decisions on where to focus coaching, pricing changes or competitive positioning.

In Q3 a team closes 64 opportunities: 16 won and 48 lost. Win rate is 16 / 64 x 100 = 25%, so reaching a $400,000 target with a $25,000 average deal needs 16 wins, or about 64 qualified opportunities.

Results change with how opportunities are defined: counting early or unqualified deals lowers the rate, and leaving stalled deals open raises it. A single overall rate also hides large differences by segment, source, deal size and competitor.

The standard formula divides closed-won opportunities by all closed opportunities, won plus lost, for a period and multiplies by 100. Some teams divide by all opportunities created, which mixes in open deals and is better called a close rate. A value-weighted win rate uses deal amounts instead of counts. Win rate is one input to Pipeline Velocity, with deal count, deal size and cycle length, and a core input to Sales Forecasting, usually measured from the Sales Qualified Lead (SQL) stage onward.