Free tool
Sales Win Rate Calculator
This is a sales win rate calculator — deals your team won versus deals they lost — not a sports scoreboard. Enter closed-won and closed-lost counts to get your close rate as a percentage, then work the other way: set a win target and see how many opportunities it takes. Free, runs in your browser, no account.
Deals won + deals lost → sales win rate
Closed deals only. Open opportunities stay out of this number.
- Sales win rate
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- Loss rate
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- Closed deals
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Won vs lost
Win target + win rate → opportunities needed
Plan the pipeline: how many deals you have to work to hit a win goal.
- Opportunities to work
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- Expected losses
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- Pipeline to cover it
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Losing to a specific competitor? Build a battlecard.
A win rate that drops against one rival is a positioning problem, not a quota problem. The Sales Battlecard Generator turns that competitor into a one-pager your reps can take into the next deal — or start a trial and keep the card current as they move.
The sales win rate formula, and what it does and doesn't tell you
Win rate % = (deals won ÷ (deals won + deals lost)) × 100
A team that closed 24 wins and 56 losses has a sales win rate of (24 ÷ 80) × 100 = 30%. That's 24 wins out of 80 finished opportunities — not 24 wins out of every deal still sitting in the pipeline.
The same arithmetic works for one competitor, one segment, or one stage: count the deals you won against that cut, count the ones you lost, divide. An overall 30% that hides a 12% against a single rival is the number that should change what you do next week.
What sales win rate never tells you is why you lost. That's win/loss analysis's job — and usually a battlecard problem when the losses cluster on one name.
This page is a sales close-rate calculator. If you landed here looking for a sports winning percentage, the formula is the same arithmetic — wins divided by games played — but the benchmarks below are for B2B deals, not leagues.
Sales win rate benchmarks by motion
| Segment | Typical | Strong |
|---|---|---|
| Overall B2B / SaaS Closed-won ÷ closed deals. Most teams live in this band once the pipeline is qualified. | 20% – 30% | over 30% |
| Enterprise (high ACV) Longer cycles, more stakeholders, more competitive bake-offs — a lower rate can still be a healthy book. | 15% – 25% | over 25% |
| Mid-market The default SaaS band. Judge it against your own last two quarters, not a cross-industry average. | 20% – 30% | over 30% |
| SMB / self-serve-assisted Shorter cycles and fewer competitors in the deal; volume does more of the work. | 25% – 40% | over 40% |
| Inbound / product-qualified The buyer already raised a hand. If this sits at outbound levels, qualification is the leak. | 30% – 45% | over 45% |
| Outbound / prospected Low is normal. Don't mix this with inbound in one win-rate number or both look wrong. | 10% – 20% | over 20% |
| Head-to-head vs a named competitor The number that tells you whether positioning is working. A falling rate against one rival is a battlecard problem, not a quota problem. | 15% – 25% | over 25% |
| Sole-source / no competitor in the deal You should win most of these. If you don't, the issue is process or price — not the competitive set. | 40% – 60% | over 60% |
Rough public bands for B2B and SaaS sales, not targets. Mix inbound with outbound, or enterprise with SMB, and every row stops meaning anything — split the number the way you split the book.
How to calculate sales win rate
- Count closed deals only. Won and lost. Open opportunities, stalled deals, and disqualified leads stay out. Mixing them in is the most common way to get a number nobody can act on.
- Divide wins by closed deals, then multiply by 100. 24 wins and 56 losses is 30%.
- Split it the way you sell. Overall, then by segment, stage, source, and — most useful — by competitor. An overall rate that looks fine can hide a collapse against one rival.
- Compare inside the motion, not across it. A 15% enterprise win rate and a 40% inbound SMB rate can both be healthy. The table above gives you the band; your last two quarters give you the real baseline.
- When the rate drops against one name, write the card. That's a battlecard and a competitor analysis, not a bigger quota.
Working the rest of the competitive-sales stack? The Sales Velocity Calculator turns the same win rate into dollars per day, the KPI Dashboard Template puts that rate on the quarterly business review scoreboard, the Sales Battlecard Generator turns one rival into a one-pager, the Competitor Analysis Generator puts you side by side with the field, and the Competitor Finder names who you're actually losing to. There's more in the free tools catalog.
Win rate calculator FAQ
- How do you calculate sales win rate?
- Divide deals won by closed deals and multiply by 100. Sales win rate % = (deals won ÷ (deals won + deals lost)) × 100. A team that closed 24 wins and 56 losses has a win rate of (24 ÷ 80) × 100 = 30%. Open opportunities stay out of the denominator — they haven't been won or lost yet.
- What is a good sales win rate?
- For most B2B and SaaS teams, 20–30% on qualified, closed deals is typical. Enterprise and outbound sit lower (15–25% and 10–20%); inbound and sole-source deals sit higher. A "good" rate is one that beats your own last two quarters in the same segment — not a sports-style winning percentage, and not a single cross-industry average.
- Does win rate include open deals?
- No. Classic sales win rate is won ÷ (won + lost) among deals that already closed. Including open opportunities (won ÷ all opportunities) produces a lower number that mixes in deals you haven't finished. Use that second figure as a pipeline conversion rate if you want it, but don't call it win rate or you'll understate how often you actually close the ones you finish.
- What's the difference between win rate and close rate?
- Teams use both phrases for the same closed-won ÷ closed-lost math. Some CRMs label "close rate" as won ÷ every opportunity created, including still-open ones. This calculator uses the closed-deals definition and calls it sales win rate so it's not confused with a sports win percentage or with top-of-funnel conversion.
- Is this win rate calculator free? Do I need an account?
- Yes, and no account. The sales win rate calculator runs entirely in your browser and nothing you type is sent to our servers. We only ask for an email if you want to download the result as a PDF.