Sales & CRM
What is Win Rate?
Win rate is the percentage of opportunities that become customers, calculated from the stage the opportunity entered the pipeline.
Win rates vary: 15–25% is typical in consultative B2B; 30–40% with very clear fit; below 10% suggests the ICP needs tightening.
Important detail: measure win rate from SQL → won, not from lead → won. Mixing unqualified leads understates the sales team.
Formula
Win Rate = oportunidades ganhas ÷ oportunidades fechadas (ganhas + perdidas)Use it in practice
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Frequently asked questions
Does win rate include open opportunities?
No. Only closed ones (won + lost) count. Active opportunities feed the forecast, not the win rate.
Is a low win rate always sales' fault?
No. It can be wrong ICP (marketing brings out-of-fit), off-market pricing or under-spec'd product.