How to calculate win rate
Win rate is the percentage of closed deals you win. It is a foundational sales metric that drives forecasting, pipeline coverage targets, and coaching. The most common error is including open deals in the math, which distorts the number.
Short answer
Calculate win rate by dividing deals won by total closed deals (won plus lost) and multiplying by 100. For example, 30 won out of 100 closed is a 30 percent win rate. Use only closed deals in the denominator, and segment by source, segment, and rep to find where you actually win.
Step by step
Count won and lost deals in a period
Pull only deals that reached a closed state in the window: closed-won and closed-lost. Open deals do not belong in win rate.
Apply the formula
Divide wins by total closed deals and multiply by 100. 30 won of 100 closed equals 30 percent.
- Win rate = (deals won / total closed deals) x 100
- Denominator = won + lost only
- Optionally weight by value for a revenue win rate
Choose count or value
Deal-count win rate treats all deals equally; value-weighted win rate shows how much of your closed dollars you capture. Track both.
Segment to find signal
Break win rate down by source, segment, competitor, product, and rep. A healthy blended number can hide a segment you never win.
Trend it over time
Watch the trajectory quarter over quarter. A falling win rate is an early warning about positioning, competition, or lead quality.
How Ardovo helps
Ardovo calculates count and value-weighted win rate automatically and slices it by every dimension, so Rook can tell you exactly which segment or competitor is dragging the number down and feed it into your forecast and coverage targets.
Frequently asked questions
Should open deals be included in win rate?
No. Win rate uses only closed deals: wins divided by wins plus losses. Including open deals understates the rate and makes it move as your pipeline changes rather than reflecting true closing performance.
What is a good sales win rate?
It varies enormously by motion, from single digits for cold outbound to over 50 percent for warm inbound or renewals. Compare to your own history and segment; the trend and the by-segment breakdown matter more than a headline number.
What is the difference between win rate and conversion rate?
Win rate specifically measures closed deals won versus lost. Conversion rate can measure any stage-to-stage transition in the funnel. Win rate is the final-stage conversion from qualified opportunity to customer.