Sales win rate calculator
Calculate your win rate with and without deals that ended in no decision, test whether one rep, team or lead source really wins more often, and see how many opportunities you need to hit a revenue target. Free, no sign-up, nothing leaves your browser.
Made by Anatolii Ulitovskyi 
Fact-checked by RH Fardin Updated Win more of the deals you already have
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The method
How to calculate win rate
Deals won divided by all deals that reached a result.
Count only opportunities that are closed: won, lost, or ended because the buyer decided to do nothing. Open deals have no result yet and would make the win rate look lower than it is. Use the same stage as your starting point every time, usually qualified opportunities, because counting raw leads gives a much smaller number that cannot be compared.
23.3%
42 ÷ (42 + 98 + 40) = 23.3%
Out of 180 closed opportunities.
30%
42 ÷ (42 + 98) = 30%
Win rate when the buyer did choose someone.
0.43
42 ÷ 98
About one win for every 2.3 losses.
No decision
Deals lost to no decision
Often the biggest competitor is doing nothing.
Many opportunities end without a winner: the buyer delays, the budget disappears or the project stops. Reporting the win rate with and without those deals shows two different problems. A low competitive win rate means you lose when buyers choose; a high share of no-decision deals means buyers are not convinced to act at all.
Old deals that sit open for months distort both numbers. Ebsta and Pavilion's 2023 B2B Sales Benchmark Report, based on 3.2 million opportunities, found that deals open longer than twice the average sales cycle had only a 3% chance of closing, so close them as lost or no decision instead of leaving them open.
Comparison
Is one rep or lead source really better?
Small numbers of deals make differences look bigger than they are.
The Compare two tab runs a two-proportion z-test on the closed deals of two groups. Inbound leads winning 30 of 90 deals (33.3%) against cold outbound winning 12 of 90 (13.3%) is a 20-point difference with a p-value below 0.01: almost certainly real. A rep winning 4 of 10 against a team average of 25% is very likely just chance.
Planning
How many opportunities do you need?
Work back from the revenue target.
A $600,000 target at $12,000 per deal takes 50 won deals. At a 23.3% win rate that means about 215 closed opportunities; at 28.3% it takes about 177, which is 38 fewer opportunities to find and work.
Spreadsheets
Win rate formulas for Excel and Google Sheets
Won in B2, lost in C2, no decision in D2.
Win rate
Competitive win rate
Opportunities needed for a target
Revenue target in E2, average deal size in F2, win rate in G2.
FAQ
Win rate questions
How do you calculate win rate?
Divide the number of deals won by the number of deals that reached a result: won, lost and no decision. 42 wins out of 180 closed opportunities is a 23.3% win rate.
Should open deals be counted?
No. Open deals have no result yet. Including them lowers the win rate and makes it change with pipeline size instead of with performance.
What is a good sales win rate?
It depends on deal size, market and the stage you count from, so published averages rarely compare well. Track your own rate over time and compare reps, teams and lead sources with each other using the Compare two tab.
What is the difference between win rate and close rate?
Teams use the words differently. Often win rate counts qualified opportunities and close rate counts all leads. Whatever you call it, write down the definition and keep it.
How many deals do I need for a reliable win rate?
At least a few dozen closed opportunities. With 20 deals, a 25% win rate has a 95% range of roughly 11% to 47%, so small samples cannot tell a good rep from a lucky one.
How can I improve my win rate?
Qualify harder so reps spend time on buyers who can buy, answer buyers' questions faster, and study lost and no-decision deals to find the pattern.
Does the calculator store my data?
No. Everything runs in your browser. The share link keeps your numbers in the address after the # sign, which is not sent to our server.
References
Sources
- Stale opportunities: Ebsta and Pavilion, "2023 B2B Sales Benchmark Report", February 2023 (3.2 million opportunities from 364 companies)
- Confidence range: Edwin B. Wilson, "Probable Inference, the Law of Succession, and Statistical Inference", Journal of the American Statistical Association, 1927
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