What is win rate?

The share of sales opportunities that end in a closed deal.

Updated 23 October 2026

Definition

Win rate is the share of qualified sales opportunities that become customers.

Formula

Win rate = deals won ÷ (deals won + deals lost) × 100, over a period.

Using product data

For product-led sales, compare win rates for accounts that reached a usage milestone during the trial with those that didn't. A big difference is evidence for making that milestone part of your product-qualified lead definition.

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What is win rate?

Definition

Formula

Using product data

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