Deckmetric
    Jump to letterABCDEFGHIJKLMNOPQRSTUVWXYZ
    Sales & GTM
    Mid
    Global · Global

    Win Rate

    Also called: Close rate, Deal win rate

    TL;DR

    The percentage of qualified sales opportunities that result in closed-won deals over a given period.

    Win rate measures how efficiently the sales team converts qualified opportunities into revenue. Healthy win rates vary widely: enterprise SaaS often runs 15 to 25%, mid-market 25 to 40%, SMB 40 to 60%. Channel mix, ICP fit, and competitive density all influence the baseline.

    Win rate is most useful in segments, by source, by AE, by competitor present. Aggregate win rate hides whether the team is winning the right deals. A rising aggregate win rate alongside falling ACV often signals the team is closing the wrong deals.

    Formula

    Win Rate = (Closed-Won Opportunities ÷ Closed Opportunities) × 100%
    • Closed-Won Opportunities , Deals that closed as wins in the period
    • Closed Opportunities , All deals that reached a terminal state (won + lost) in the period

    Use Closed Opportunities (won + lost) in the denominator, including 'in-progress' deals understates win rate.

    Worked example

    A SaaS team closes 18 deals and loses 42 in Q2 (60 closed total). Win rate = 18 ÷ 60 = 30%. Cutting the bottom-quartile-fit leads dropped raw volume but lifted win rate to 41% next quarter, with the same closed-won count.

    Common pitfalls

    • •Improving win rate by disqualifying anything hard.
    • •Aggregating win rate across very different segments.
    • •Failing to track win rate against specific competitors.

    When this shows up in a pitch deck

    GTM slides cite win rate alongside cycle length and ACV; bare win rate is rarely informative on its own.

    Related terms

    Sales Velocity

    A composite measure of how quickly a sales team converts pipeline into closed revenue, derived from deals × win rate × ACV ÷ cycle length.

    Sales Pipeline

    The set of qualified opportunities currently moving through the sales cycle, segmented by stage and weighted by probability.

    Total Contract Value

    The total value of a customer contract over its full term, including recurring fees, one-time fees, and committed expansion.

    ACV

    Annual Contract Value, the recurring revenue value of a single customer contract on a per-year basis, a standard B2B SaaS deal-size metric.

    Ideal Customer Profile

    A precise definition of the buying organization that gets the most value from your product and is the cheapest to acquire.

    Use Win Rate in your next pitch deck

    Deckmetric scores your pitch across 10 VC frameworks and against 8 investor types.