Sales Win Rate Calculator

Deals won divided by total closed deals, where total closed is won plus lost. Open opportunities are excluded because they have not resolved yet — including them makes the rate look better than it is and moves every month as the pipeline ages. Some teams calculate against all opportunities created instead, which produces a much lower number; whichever you pick, stay consistent or the trend line is meaningless.

The Ebsta and Pavilion GTM benchmarks put the average B2B win rate at 21%, and enterprise deals above $100K annual contract value at around 17%. If you are an agency selling retainers to inbound leads you should expect to sit above the average — you are talking to people who raised their hand. Sitting at or below 21% on warm inbound is a process signal, not a market condition.

Yes, as losses. The most common way agencies flatter this number is leaving ghosted deals sitting in the pipeline forever because nobody wants to mark them closed-lost. A deal with no scheduled next step is a loss you have not admitted to yet. Set a rule — no next step on the calendar within 30 days and it closes — and your win rate becomes something you can act on.

Three things, in this order. Qualification loosened, so you are counting conversations that were never going to close. Discovery got shallower, so you are pitching before you understand the problem. Or you started competing on price because you never established value early enough. The tool cannot tell you which — but a run of lost-deal reviews will, and it is nearly always the second one.

Faster than any other number in this list, because it does not depend on volume. Gong's data shows multi-threading a $50K deal lifts win rate by around 130%, and raising price on the first call rather than the third adds about 10 points. Both are process changes you can make this week. That is why win rate is where we start with most agencies.

Not always. A win rate above 60% on outbound usually means you are only counting deals that were already going to close, or you are under-pricing. Both are worth investigating. The useful version of this number is one you calculate the same way every month and watch move.