Sales Win Rate Calculator and Visualizer
More Win Rate Calculators
What Is Sales Win Rate?
Win rate is the percentage of sales opportunities that result in a closed deal. It’s one of the most important metrics in sales and RevOps because it directly measures how effectively your team converts pipeline into revenue.
The formula:
Win Rate = (Deals Won ÷ Total Deals) × 100
The “No Decision” Debate
One of the biggest methodological debates in RevOps is whether to include “no decision” deals — opportunities where the prospect simply stops responding or decides to do nothing.
- Including them as losses gives you a more conservative, realistic view of your pipeline effectiveness
- Excluding them shows your competitive win rate — how often you win when a decision is actually made
Neither approach is wrong. Use the toggle above to see how your rate changes with each methodology and decide which makes more sense for your team’s reporting.
What’s a Good Win Rate?
Average win rates vary significantly by industry, deal size, and sales model:
- Below 15% — Below average. Worth investigating your qualification criteria and sales process
- 15–25% — Average range for most B2B sales teams
- 25–35% — Above average. Your team is performing well relative to most organizations
- Above 35% — Elite. Common in highly targeted, account-based sales motions
Keep in mind: a very high win rate might actually indicate you’re not pursuing enough opportunities or your pricing is too low.
How to Improve Your Win Rate
- Tighten qualification criteria — Better lead scoring and ICP alignment means fewer wasted opportunities
- Analyze lost deals — Conduct win/loss reviews to identify patterns in why deals are lost
- Shorten your sales cycle — Stale deals often become no-decisions. Keep momentum through the pipeline
- Align sales and marketing — Ensure MQLs are truly sales-ready before handoff
- Coach on competitive positioning — Arm your team with better objection handling and competitive intelligence
Frequently Asked Questions
How do you calculate sales win rate?
Divide the number of deals won by the total number of deals (won + lost), then multiply by 100. For example, if you won 25 out of 100 deals, your win rate is 25%.
Should I include no-decision deals in my win rate?
It depends on what you're measuring. Including no-decisions as losses gives a conservative pipeline effectiveness rate. Excluding them shows your competitive win rate — how often you win when a buying decision is actually made. Use the toggle in the calculator to see both.
What is a good sales win rate?
Average B2B win rates typically fall between 15–25%. Above 25% is above average, and above 35% is considered elite. However, a very high win rate may indicate you're not pursuing enough opportunities or your pricing is too low.