Category: KPIs Library.

Metrics are critical measures of performance for any Business and help you learn more about the productivity of your sales team.

In an organization, to evaluate the performance of your sales team, Key Performance Indicators (KPIs) are used to measure the efficiency of your sales funnels. KPIs also assess the effectiveness of your outreach methods. Sales Win Rate is an easy-to-use sales performance management metric widely used to manage every aspect of your sales force and improve your win rate.


Your Sales Win Rate looks at the best sale tactics, areas for improvement, and the products generating the most sales.

What is Sales Win Rate?

Sometimes also known as win percentages Sales Win Rates represent the percentage of all deals your business closes. They assess the performance of your sales team over a particular reporting period.

Sales win rate also refers to the number of prospects close to becoming customers divided by all opportunities in your sales funnel. This aspect eliminates unqualified leads and helps to have a more focused measure.

Why Is Sales Win Rate Critical?

Your business can use the sales win rate to identify if you are targeting the right audience, sales representative’s performance, and other reasons for wins and losses that have the most significant potential to convert prospects into paying customers.

Win rates give your sales team extra insight into the practical strategies and those that aren’t. The measure reveals the time frames more likely to convert prospects into customers.

A poor win rate for your business could indicate one of two things:

  • Either you are targeting potential clients who aren’t a perfect fit for your product or service, or
  • Your sales team is underachieving and needs to have a different focus.

When your business knows the potential problem, you can use corrective measures to improve the sales outcomes.


Our greatest weakness lies in giving up. The most certain way to succeed is always to try just one more time.

Thomas Edison

Sales Win Rate Formula

There are different formulas for calculating your sales win rate.


How Can You Calculate Sales Win Rate?

To calculate your sales win rate, you divide all closed prospects to customers by all opportunities that did not become customers. You can calculate your win rate based on the number of deals closed or the amount.

  • Sales win rate by the number of deals closed.

    Here, we focus on the ratio of all won deals to all opportunities closed. By using this model, we answer the question of the frequency of winning.

    For example, if you had 20 closed deals and only won 5, your sales win rate is 5/20 = 25%.

  • Sales win rate by amount.

    You can calculate your win rate based on the monetary value of each deal. Using this formula, you calculate the financial value of all deals won to the monetary value of all opportunities closed. For example, using the model above, if each of the 5 won deals was worth $ 2 000 and the total of all closed deals was $100,000, then your sales win rate is 10,000/100,000 = 10%


Win Rate Criteria

Your win rate criteria measure the success of your sales. According to Iron Clad App, your company’s sales velocity model includes the win rate as a significant variable. The win rate is the proportion of qualified deals in your sales pipeline that you have successfully closed.

Your win rate criteria allow you to understand why some prospects closed and others didn’t. Understanding the effects of different sales techniques helps improve performance and conversion of possibilities to customers.

It is essential to understand the different factors that affect purchasing decisions, including

  • Timing of the purchase
  • Value of the product
  • Price of the product or service vs the customer’s budget
  • Competitors offering the same products or service

Book a free demo with our team to learn more about how OKR software can optimize your organization’s performance through meaningful and measurable key results to improve sales!

Win Rate Vs Close Rate

A sales win rate compares the number of won deals against deals lost. On the other hand, a close rate, also called a win ratio, compares the number of won deals against the number of opportunities closed, whether won or not.

Ways to improve sales win rate

To improve your sales win rate:

  • Remove all obstacles that might affect the probability of closing a deal
  • Analyze your win rate criteria to maximize what works as you strategize to improve your performance and course
  • Use Customer Relationship Management software to streamline communication with clients and define timelines in the sale process.
  • Research and understand your customer’s needs so that you offer a product that helps solve a problem in their lives.
  • During the sales process, involve decision-makers as early as possible since they decide whether the product is relevant to their businesses or not.


  1. What is a good sales win rate?
    You calculate your win rate based on qualified sales and not any prospect on your sales funnel. A win rate above 50% is suitable for a business.
  2. Is a win rate the same as a conversion rate?
    No. A win rate calculates the percentage of all prospects you convert to buying customers. A sales conversion rate, on the other hand, measures the percentage of leads that move to the next stage in the sales funnel.


Analyzing, managing, and tracking your sales process allows you to understand your potential customers. Documenting, calculating, and monitoring your win rates is vital to improving performance.

If you desire productivity, you must take care of efficiency and effectiveness. The Sales win rate might pop up in your KPI dashboard, but you and your management team are in charge of ensuring your sales team’s efficiency and effectiveness. Sales KPIs are an ideal measure to make sure your sales team is on track. Learn how the OKR framework can help measure your sales win rate through meaningful objectives and key results for your sales team. You can get started on completely free today!

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