Closed-won represents opportunities that have successfully converted into paying customers. It marks the point where marketing and sales alignment delivers tangible business impact.
Analysing closed-won data helps uncover which campaigns, segments, and behaviours most influence conversions. These insights feed directly into more accurate pipeline forecasting and ROI measurement.
Maintaining a clearly defined closed-won process ensures consistent reporting and reliable attribution, which is especially important in complex, multi-touch B2B journeys.