Win Rate
Quick definition
The percentage of opportunities you win out of all closed deals (won + lost).
Detailed explanation
Win rate is a direct indicator of your sales effectiveness. It measures how many of your qualified opportunities you actually convert to customers. Win rate is calculated as: (Number of won deals / Total number of closed deals) x 100%. A typical B2B SaaS win rate is between 20-30%, but this varies greatly by industry, deal size, and sales model. Low win rates can indicate poor qualification (you pursued deals you could never win), weak value proposition, or ineffective selling. High win rates (>50%) may mean you sell well, but also that you're too conservative and leaving opportunities on the table. Win/loss analysis - interviews with both won and lost deals - is crucial to systematically improve your win rate.
Synonyms
Examples
An AE closes 20 deals this quarter: 8 won, 12 lost → Win rate = 8/20 = 40%. After win/loss analysis, deals are found to be lost on price. By adding an ROI calculator, win rate increases to 50%.
A team has a 60% win rate but low deal volume. They discover they only pursue "easy wins." By also tackling borderline opportunities, win rate drops to 45%, but total deals double (+80% more revenue).
When to use this?
Measure win rate per sales rep, per product, and per customer segment to find patterns. Conduct systematic win/loss reviews to understand why you win and lose. Use these insights to improve your sales process, messaging, and value proposition.
Match-day approach
Match-day conducts thorough win/loss analyses through interviews with decision makers from both won and lost deals. We identify why you win against competitors and what you're leaving on the table. We translate these insights into concrete improvements: battle cards against specific competitors, messaging that resonates with winning themes, and sales plays for situations where you currently lose. We train your team specifically on the skills where you lose deals.
Learn more
Wil je weten hoe je win rate effectief inzet in jouw organisatie? Neem contact op met Match-day.
Neem Contact Op