Win rate measures the percentage of qualified sales opportunities that progress to a closed-won outcome. It reflects how effectively an organisation converts active pipeline into revenue and serves as a clear indicator of sales performance and overall deal quality.
In B2B environments, win rate helps teams assess whether their targeting, qualification, and enablement efforts are aligned with the needs of their ideal customer profile (ICP). A consistently strong win rate suggests that opportunities entering the pipeline are well-qualified and that sales motions are resonating with buyers. Declining win rates often signal gaps in messaging, competitive positioning, or buyer alignment that require deeper investigation.
