---
title: Opportunity-to-win rate
description: The opportunity-to-win rate measures the percentage of sales opportunities that close successfully. It’s a key metric that reflects pipeline quality.
---

[B2B marketing glossary ](https://mixology-digital.com/glossary)

# [Opportunity-to-win rate](https://mixology-digital.com/glossary/opportunity-win-rate)

 Written by [Mixology Digital](https://mixology-digital.com/glossary/author/mixology-digital) | Nov 14, 2025 10:32:59 AM

The opportunity-to-win rate measures the percentage of sales opportunities that close successfully. It’s a key efficiency metric that reflects sales effectiveness and pipeline quality.

For B2B marketing leaders, analysing this rate by campaign or channel helps reveal which initiatives contribute most effectively to revenue. Strengthening it depends on clearer qualification processes, effective [sales enablement](https://mixology-digital.com/glossary/sales-enablement), and tighter coordination between marketing and sales to maintain momentum through the funnel.

[View full post](https://mixology-digital.com/glossary/opportunity-win-rate)

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