Pipeline Win Rate Calculator and Visualizer

Pipeline Win Rate vs. Closed Win Rate

These two metrics answer fundamentally different questions, and confusing them is one of the most common mistakes in RevOps reporting.

Pipeline Win Rate = Deals Won ÷ (Won + Lost + Open)

This tells you what percentage of all deals that have ever entered your pipeline resulted in a win. It’s a more conservative number because it includes open deals that haven’t resolved yet.

Closed Win Rate = Deals Won ÷ (Won + Lost)

This tells you your competitive win rate — when a deal reaches a decision, how often do you win? It excludes open deals entirely.

When to Use Each Metric

Use pipeline win rate when:

• Forecasting revenue from your current pipeline
• Evaluating overall pipeline health and efficiency
• Reporting to leadership on pipeline-to-revenue conversion
• Comparing performance across time periods with similar pipeline maturity

Use closed win rate when:

• Measuring competitive effectiveness
• Evaluating sales team skill and execution
• Benchmarking against industry averages (most published benchmarks use closed win rate)
• Assessing the impact of sales enablement initiatives

Why the Gap Between Them Matters

A large gap between your pipeline and closed win rates means you have a lot of open deals that haven’t resolved. This could indicate:

• Stale pipeline — Deals sitting in your CRM that should be marked as lost
• Long sales cycles — Normal for enterprise, but watch for deals exceeding your average cycle time
• Poor qualification — Too many unqualified deals entering the pipeline and lingering

A healthy pipeline should show these rates converging over time as deals are resolved. If the gap keeps growing, it’s time to clean house.

How to Handle Open Deals in Reporting

1. Set pipeline aging rules — Auto-flag deals that exceed 1.5× your average sales cycle
2. Require next-step dates — Every open deal should have a concrete next action scheduled
3. Run quarterly pipeline reviews — Force reps to defend or disqualify stagnant opportunities
4. Track both metrics — Report pipeline win rate to leadership and closed win rate to the sales team