Win Rate
Win Rate is the percentage of sales opportunities that close as customers. If you have 100 qualified prospects and 25 become customers, your win rate is 25%. Win rate reveals sales effectiveness: higher win rates mean better qualifying, selling, or product-market fit.
What Is Sales Win Rate?
Win Rate = (Deals Closed) / (Deals in Pipeline). If your sales team has 50 opportunities and closes 12, your win rate is 24%. Win rate is critical: improving from 25% to 40% on the same pipeline = 60% revenue increase.
Win Rate vs. Conversion Rate
Related but different:
- Conversion Rate: Percentage of all visitors/leads who become customers
- Win Rate: Percentage of qualified opportunities who become customers
- Example: 1,000 website visitors, 100 become leads (10% conversion), 50 become qualified, 12 close (24% win rate)
Why Win Rate Matters
Win rate directly drives revenue. Improving from 20% to 30% on the same pipeline increases revenue 50% without spending more on marketing. Organizations often neglect win rate optimization yet it's faster than adding leads.
How Plura Improves Win Rates
Plura improves win rates through:
- Better Qualification: AI agents qualify prospects, routing only high-fit leads to sales
- Conversation Intelligence: Sales teams see what worked in winning conversations
- Coaching Data: Identify which agents have highest win rates and coach team on their techniques
- Objection Handling: Real-time insights show common objections and which responses overcome them
Factors That Impact Win Rate
Organizations improve win rate by:
- Better Qualification: Only pursue prospects with real budget and timeline
- Product-Market Fit: Fix product issues causing prospects to say no
- Competitive Positioning: Differentiate vs. competitors
- Closing Skill: Train sales teams on proven closing techniques
FAQs related to
Win Rate
What's a good win rate?
Industry-dependent: B2B SaaS targets 20-40%, enterprise 15-25%, e-commerce 5-15%. Focus on improvement over time.
Is win rate more important than pipeline volume?
Both matter, but improving win rate is faster. Improving from 25% to 27% takes weeks and generates more revenue.
How do I identify why deals are lost?
Ask lost prospects directly. Common reasons: chose competitor, couldn't justify cost, found in-house solution.
Can I improve win rate with pricing?
Maybe. If price is the objection, lowering might help. But understand the real objection first.
How do I track win rate by rep?
Calculate separately: Rep A closed 8/40 (20%), Rep B closed 12/35 (34%). Use these insights for coaching.