Win Rate Calculator
Enter your stage-by-stage deal counts to get your overall win rate and your biggest stage-conversion leak, benchmarked against typical ranges by deal size and industry.
What's inside
- The core win rate formula
- A stage-by-stage conversion worksheet to find your biggest leak
- Instructions mapping each leak to the named skill that fixes it
- Illustrative benchmark ranges by deal size (transactional / mid-market / enterprise)
- Illustrative benchmark ranges by industry vertical
- A count-vs-dollar-weighted win rate accuracy check
- Guidance for interpreting a divergence between the two
The formula
Win Rate = Closed-Won Opportunities ÷ (Closed-Won + Closed-Lost Opportunities) × 100
Step 1 — Overall win rate
| Input | Your number |
|---|---|
| Closed-Won opportunities (period) | ______ |
| Closed-Lost opportunities (period) | ______ |
| Win Rate = Won ÷ (Won + Lost) × 100 | ______ % |
Step 2 — Stage-by-stage conversion (find your biggest leak)
Fill in opportunity counts for a fixed period (e.g., last quarter):
| Stage | Opportunities entering stage | Advanced to next stage | Stage conversion % |
|---|---|---|---|
| Qualified / Discovery | ______ | ______ | ______ % |
| Proposal / Demo | ______ | ______ | ______ % |
| Negotiation | ______ | ______ | ______ % |
| Closed-Won | ______ | — | — |
Stage conversion % = advanced ÷ entering × 100
Your lowest stage-conversion % is your biggest leak — and it usually maps directly to a named skill:
- Low Discovery → Proposal conversion → Discovery skill gap (pain/impact isn't being established well enough to justify a proposal)
- Low Proposal → Negotiation conversion → objection handling or value-articulation gap
- Low Negotiation → Closed-Won conversion → Negotiation skill gap (terms stall out, discounting without trades, or decision-maker access issues)
Step 3 — Accuracy check: count-weighted vs. dollar-weighted
| Formula | Your number | |
|---|---|---|
| Count-weighted win rate | Won ÷ (Won + Lost), by deal count | ______ % |
| Dollar-weighted win rate | Won $ ÷ (Won $ + Lost $) | ______ % |
If these two numbers diverge by more than 10 points, you're winning and losing different-sized deals than your headline rate suggests:
- Count-weighted much higher than dollar-weighted → you're winning small deals and losing big ones. Usually a negotiation and multi-stakeholder discovery gap on larger, more complex deals.
- Dollar-weighted much higher than count-weighted → you're winning big and losing small. Often a prioritization/qualification issue — reps aren't disqualifying poor-fit small deals early enough.
Benchmark ranges (general industry patterns — use as context, not a hard target; your own trend quarter-over-quarter matters more)
By deal size:
| Deal size (ACV) | Typical win rate range |
|---|---|
| Transactional (< $5k) | 25–35% |
| Mid-market ($5k–$50k) | 20–30% |
| Enterprise (> $50k) | 15–25% |
By industry (illustrative general ranges):
| Industry | Typical win rate range |
|---|---|
| SaaS / Software | 20–30% |
| Professional / Managed Services | 30–45% |
| Hardware / Capital Equipment | 15–25% |
| Financial Services / Insurance | 25–35% |
Win rate naturally runs lower as deal size and sales-cycle complexity increase — more stakeholders, more competitive scrutiny, longer negotiation. Compare yourself to your own historical baseline first; use the tables above only as a sanity check.
How to use it
Fill in your stage counts for a fixed period (e.g., last quarter), compute the overall rate and each stage's conversion percentage, and treat your lowest-converting stage as the named skill to prioritize next.