Win Rate Calculator

The win rate calculator turns your closed sales into a number: the percentage of won sales opportunities. After you input the number of won and lost deals it will return your win rate, loss rate and win to loss ratio. You can choose whether or not to include incomplete deals, whether undecided deals are worth half a point and how many consecutive wins are required to meet a goal.

What is your sales win rate?

The sales conversion rate is the percentage of leads that are eventually converted into customers. It measures how efficient your team is at converting the sales funnel into revenue.

The core formula is as follows: number of won deals divided by the number of considered deals, multiplied by 100.

It must be decided which transactions should be included in the denominator. Most teams only consider closed trades, i.e. those with a clear profit or loss, and exclude the incomplete sales funnel. This is the standard for the displayed rate of return on closed trades in this calculator.

Three ways to calculate your win rate.

The method you choose changes the denominator which can cause identical transactions to produce different results. Each method answers a slightly different question.

The half-point method is based on the way that sports competitions are scored. Draws count as a half win. Applied to trading this means that transactions which end in no clear result will be counted as both a half winning and a half losing position, lowering your ratio but not counting stalemates as full losses.

Here is an example of a calculation:

Assume your team wins 45 deals and loses 105 deals during a quarter for a total of 150 closed deals. If only the closed deals are considered:

The win rate is 30 (in percent), which is a typical result in B2B. The ratio of wins to losses is 45 divided by 105, meaning that for every lost transaction there are about 0.43 won transactions. If you add the 60 transactions that have not yet been closed and switch to the method of considering all sales opportunities, then the denominator increases to 210, while the same 45 won transactions will be shown as approximately 21 (in percent), with the rest of the sales funnel still in progress.

What is considered a good win rate?

The success rate can vary widely depending on transaction volume and sales cycle. So all benchmarks should be considered as rough guidelines, not goals. Here are some examples:

Complex enterprise customer deals with longer cycles often range from 15% to 25%, while smaller transactional businesses can have much higher rates. Compare your performance against previous quarters and similar deals rather than comparing it to a single industry average.

How to use this calculator:

First enter the number of winning and losing trades. The win rate, loss rate and profit/loss ratio will be shown immediately. If you want to include incomplete deals in the calculation or count undecided deals as half, then change the counting method.

Launch the Goal Planner to set goals. The calculator then calculates backwards how many deals you need to win consecutively in order to meet your goal. The Transaction Detail chart breaks down your sales funnel into four categories - won, lost, incomplete and undecided - so that you can see the composition at a glance.

Success rate and related metrics.

The win rate rarely exists in isolation. Instead of expressing the win/loss ratio as a percentage, it is often expressed by the number of won deals relative to the number of lost deals to represent the same performance. Some teams find this approach better suited for long-term comparisons. By breaking down the win rate by salesperson, product, lead source or reason for losing the deal, an overall number can be turned into a probability chart.

The win rate should always be tracked over a consistent period of time, whether monthly or quarterly. After adjustments to sales techniques or changes in the qualifying process, the win rate should be recalculated to see if those changes have an effect on the value.

This calculator is for general planning and informational purposes only. The win rate is just one of many indicators, and the appropriate benchmarks will depend on your market, transaction size, and trading cycle. Use it in combination with your own historical data and do not consider it as a sole measure of success.