Win Rate Calculator: Deals Won as a Share of Opportunities
Work out a sales win rate from deals won and total opportunities closed — the headline efficiency metric of any sales team.
Adjust the inputs and select Calculate for a full breakdown.
Compare Common Scenarios
How the numbers shift across typical situations for this calculator:
| Scenario | Win rate | Loss rate |
|---|---|---|
| 24 of 80 deals | 30.00% | 70.00% |
| 8 of 25 deals | 32.00% | 68.00% |
| 60 of 150 deals | 40.00% | 60.00% |
| 3 of 40 deals | 7.50% | 92.50% |
How This Calculator Works
Enter the number of deals won and the total opportunities closed during the period — wins plus losses. The calculator divides one by the other and multiplies by 100 to give the win rate, then shows the complement — the loss rate.
The Formula
Part as a Percentage of a Whole
Part is the portion, Whole is the total it belongs to
Worked Example
Closing 24 wins out of 80 opportunities is a 30% win rate, with a 70% loss rate. Pair the win rate with average deal size and pipeline volume to project revenue: 30% win rate × 100 opportunities × $20,000 average = $600,000.
Key Insight
Win rate by itself can mislead. A 40% win rate on tiny deals can be worth less than a 20% win rate on enterprise ones — always read it alongside average deal size and the volume of opportunities feeding the funnel.
Win rate decomposition + benchmarks
FORMULA.
Win Rate = Won Deals / (Won + Lost + No-Decision) × 100%.
Substantial — 'no-decision' substantial common — substantial included.
BENCHMARKS by SEGMENT.
B2B SaaS overall. 15-30%.
Enterprise. 20-30%.
Mid-market. 25-35%.
SMB. 30-45%.
Transactional / Inside. 25-40%.
Channel / Partner. 35-50% (substantial higher).
FIRST-TIME vs RENEWAL.
Substantial — renewals 70-90% retention substantial.
Substantial — substantial different metric.
INBOUND vs OUTBOUND.
Inbound substantial higher win rate 35-50%.
Outbound 15-25%.
Substantial different qualification.
DEAL SIZE impact.
Substantial. Smaller deals substantially higher win rate.
Larger substantial competition, longer cycles.
REASONS FOR LOSS.
Substantial categorize.
Price (substantial common but often masks).
Competition.
No budget / timing.
Lost to status quo (substantial real reason).
Internal champion lost.
Decision-maker change.
STAGE CONVERSION.
Substantial — track by stage.
Discovery → Demo → Proposal → Negotiation → Close.
Substantial — substantial bottleneck stages.
Optimizing win rate — qualification, multithreading, competitive positioning
QUALIFICATION substantial.
Substantial — substantial early discipline.
Substantial — substantial saying NO to bad fits.
Substantial — better to qualify out early.
Substantial — higher win rate, less wasted effort.
MULTITHREADING substantial.
Substantial enterprise — multiple stakeholders.
Substantial — substantial single-champion deals substantial lower win rate.
Substantial — 3+ stakeholders substantial higher.
DISCOVERY substantial.
Substantial — substantial uncover pain.
Substantial — quantify impact.
Substantial — substantial generate urgency.
DEMOS / TECHNICAL.
Substantial — substantial tailored demos.
Substantial — substantial product fit.
Substantial — substantial proof-of-concept.
CHAMPION substantial.
Substantial — substantial enable champion to sell internally.
Substantial — provide business case templates.
PRICING / NEGOTIATION.
Substantial — substantial value sell.
Substantial — substantial avoid discount-led.
Substantial — substantial concessions structured.
FOLLOW-UP substantial.
Substantial — substantial fast response.
Substantial — substantial next-step always.
COMPETITION substantial.
Substantial — substantial battle cards.
Substantial — substantial position vs alternatives.
Substantial — Status quo as competitor substantial.
TIMING substantial.
Substantial — substantial event-driven urgency.
Substantial — substantial budget cycles.
Substantial — substantial fiscal year-end.
STAGE PROGRESSION substantial.
Substantial — substantial each stage forward signals win.
Substantial — substantial stalled deals at any stage substantial lost.
MEASUREMENT.
Substantial — substantial by rep, segment, source.
Substantial — substantial reps with substantially higher win rate substantial coachable practices.
Substantial Gong, Chorus, Salesloft substantial conversation intelligence.
B2B sales win rate benchmarks (2024)
Reference win rates by segment.
| Segment / Source | Win rate |
|---|---|
| B2B SaaS overall | 15-30% |
| Enterprise sales | 20-30% |
| Mid-market | 25-35% |
| SMB | 30-45% |
| Transactional / Inside | 25-40% |
| Channel / Partner | 35-50% |
| Inbound leads | 35-50% |
| Outbound leads | 15-25% |
| Renewal retention | 70-90% |
| No-decision loss rate | 20-40% of losses |
| Single champion deals | Substantial lower |
| Multithreaded (3+) deals | Substantial higher |
'No-decision' substantial common loss reason — substantial included in denominator. Inbound 2-3× higher win rate vs outbound. Multithreading substantial enterprise win rate. Competition substantial status quo. RAIN Group + Salesforce + Gong Labs research.
Frequently Asked Questions
How is win rate calculated?
Divide deals won by total opportunities closed during the period, then multiply by 100. Twenty-four wins from 80 closed opportunities is a 30% win rate.
Should open deals be included?
No. A win rate uses closed opportunities only — wins plus losses. Including deals still in pipeline understates the rate, because not-yet-won and lost get bundled together.
What is a good win rate?
It varies hugely by segment and deal size. Transactional inbound teams can post 40% to 60%; complex enterprise sales are often in the teens. Compare against your own past rate first.
How does win rate relate to forecasting?
It is the conversion factor that turns pipeline into revenue. Forecast = opportunities × win rate × average deal size, so an accurate win rate is the difference between a useful forecast and a wish.
Should I track win rate by source?
Yes. Win rates differ by lead source, segment, and rep. A blended rate hides which channels and which sellers are actually carrying the result.
When is this calculator unreliable?
Less reliable when opportunity definition varies (some include all leads, some only qualified — substantial different baselines), when lost vs no-decision conflated (no-decision often 20-40% of losses), when sales rep quota gaming (closing easy deals fast inflates rate), when inbound vs outbound mixed (inbound 2-3× higher), when renewals counted as wins (substantial different metric — 70-90% retention), or when channel partner vs direct different conversion (channel 35-50% substantial higher).
References & Authoritative Sources
- RAIN Group — Sales Performance Research · consulted June 1, 2026 · Sales research
- Salesforce — State of Sales · consulted June 1, 2026 · Industry data
- Gong Labs — Sales Conversation Research · consulted June 1, 2026 · Sales intelligence
Related Calculators
Methodology & Review
Win rate = (closed won deals / total closed deals) × 100%. Industry benchmarks 2024: B2B SaaS 15-30% opportunity-to-win; enterprise sales 20-30%; transactional/inside sales 25-40%; channel/partner sales 35-50%. Substantial sales effectiveness indicator. Tracks at opportunity level (post-qualification). RELIABILITY: Reliable for documented opportunity-stage data. Less reliable when (a) opportunity definition varies (some include all leads, some only qualified); (b) lost vs no-decision conflated; (c) sales rep quota gaming (closing easy deals fast inflates rate); (d) inbound vs outbound mixed; (e) renewals counted as wins; (f) channel partner vs direct different conversion.
Updated