Sales Win Rate Calculator
Calculate your sales win rate percentage, compare to industry benchmarks, and get actionable tips to improve your close rate. Track performance trends over time.
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Current Period
Previous Period (for trend)
Industry Comparison
Enter your sales data and click
"Calculate Win Rate" to see your results
How to Calculate Win Rate Correctly
Win rate is one of the most important sales metrics that measures the percentage of opportunities your team successfully converts into closed-won deals. Understanding and optimizing your win rate directly impacts revenue predictability and sales team effectiveness.
The Formula
Win Rate = (Won Opportunities ÷ Total Opportunities) × 100For example: If you had 50 qualified opportunities and won 15 deals, your win rate is (15 ÷ 50) × 100 = 30%
What's a Good Win Rate by Industry?
Win rates vary significantly across industries due to factors like sales cycle length, competition, price points, and buying complexity. Here's what to expect:
- SaaS/Technology: 15-30% (complex evaluation processes, multiple stakeholders)
- Professional Services: 25-40% (relationship-driven, expertise-based selling)
- Consulting: 30-50% (high-value, trust-based relationships)
- Real Estate: 10-25% (market-sensitive, high competition)
- Manufacturing: 18-35% (technical specifications, longer cycles)
- Financial Services: 15-30% (regulatory considerations, trust factors)
Remember, these are general benchmarks. Your specific market, pricing strategy, and sales process will influence your results. Focus more on improving your own trends than hitting industry averages.
Key Factors That Impact Win Rates
Internal Factors:
- • Lead qualification process
- • Sales team training and skills
- • Value proposition clarity
- • Follow-up consistency
- • CRM and process adoption
External Factors:
- • Market competition intensity
- • Economic conditions
- • Industry buying patterns
- • Lead source quality
- • Product-market fit
Common Win Rate Calculation Mistakes
- Including unqualified leads: Only count genuine opportunities that progressed past initial qualification
- Inconsistent time periods: Use consistent reporting periods for accurate trend analysis
- Ignoring opportunity stages: Track win rates by sales stage to identify bottlenecks
- Not segmenting data: Break down by lead source, product, or rep to find improvement areas
- Focusing on short-term fluctuations: Look at rolling averages to smooth out seasonal variations
By tracking win rate consistently and analyzing the factors that influence it, you can make data-driven improvements to your sales process and achieve more predictable revenue growth. Use this calculator regularly to monitor your progress and identify trends before they become problems.
Frequently Asked Questions
How often should I calculate my win rate?
Calculate weekly for operational insights, monthly for tactical adjustments, and quarterly for strategic planning. Track both current period performance and rolling 3-6 month averages to identify real trends versus short-term fluctuations.
Should I include all opportunities in my calculation?
Only include qualified opportunities that had a genuine chance of closing. Exclude early-stage inquiries that never progressed past initial discovery. This gives you a more actionable metric for process improvement.
What if my win rate varies dramatically by lead source?
This is valuable insight! Track win rates separately for each lead source (referrals, inbound marketing, cold outreach, etc.). Focus your efforts on the highest-converting channels and improve qualification for underperforming sources.
How can I improve a declining win rate?
First, analyze where opportunities are being lost in your sales process. Common causes include poor lead qualification, weak value propositions, inadequate follow-up, or increased competition. Focus on the stage with the highest drop-off rates.
Is a higher win rate always better?
Not necessarily. A very high win rate might indicate you're not pursuing enough opportunities or being too conservative with qualification. The goal is to optimize the balance between win rate and pipeline volume for maximum revenue.
Ready to Track Your Win Rate Consistently?
SkunkCRM helps you track opportunities, monitor win rates by source and rep, and identify trends that impact your sales performance. Start closing more deals with data-driven insights.