What is win rate in sales?

Win rate is the percentage of closed sales opportunities that result in a won deal. It is calculated as: Won Deals / (Won Deals + Lost Deals) × 100. A 25% win rate means you close 1 in 4 opportunities.

What is a good win rate?

Average B2B win rates sit around 20–30%. A rate above 30% is generally considered strong, though it varies by industry, deal size, and how strictly "lost" is defined (e.g. no-decision vs. competitor win).

How is revenue per opportunity calculated?

Revenue Per Opportunity = Total Revenue Won / Total Opportunities Entered (won + lost). It shows the expected value of each opportunity you pursue, regardless of outcome — useful for pipeline sizing.

How does projected annual revenue work?

If you enter average monthly open opportunities, the tool multiplies that by 12 to get annual opportunities, then multiplies by Revenue Per Opportunity to estimate annual revenue. It assumes your current win rate and deal size hold steady.

Should I include no-decision deals in my total?

It depends on your sales process. Including no-decisions (where the prospect did not buy from anyone) gives a broader conversion picture. Excluding them focuses purely on competitive win/loss. Be consistent across periods for meaningful trends.

Win Rate Calculator

Name: Win Rate Calculator
Availability: InStock
Author: Nham Vu

Enter your won deals, total closed deals, and deal values to calculate win rate and key sales revenue metrics.

Deal Data

Enter your closed deals for any time period.

Deals Won

Total Closed Deals (won + lost)

Optional — Revenue Metrics

Total Revenue from Won Deals ($)

Avg. Open Opportunities per Month

Enter deals above to see your win rate metrics.

Summary

Enter your won deals, total closed deals, and deal values to calculate win rate and key sales revenue metrics.

How it works

Enter the number of deals you won during the period.
Enter total closed deals (won + lost combined).
Optionally enter total revenue from won deals and average open opportunities per month.
The calculator instantly shows win rate percentage, average deal size, revenue per opportunity, and projected annual revenue.
Adjust inputs to model different pipeline scenarios.

Use cases

Benchmark sales team performance quarter over quarter.
Identify how many opportunities are needed to hit a revenue target.
Compare win rates across product lines or sales reps.
Estimate annual revenue from a known pipeline volume.
Spot trends after changes to pricing, messaging, or ICP targeting.
Prepare sales forecasts for board or investor reviews.

Frequently Asked Questions

Last updated: 2026-07-24 · Reviewed by Nham Vu