Win Rate: The percentage of qualified opportunities that close-won

Win rate is the percentage of qualified sales opportunities that result in a closed-won deal — typically 15–30% in B2B SaaS.

What is Win Rate?

Win rate is the strongest leading indicator of overall sales health. A drop in win rate usually surfaces either an ICP problem (chasing the wrong deals) or a methodology problem (poor discovery, weak champion development).

Frequently Asked Questions

What is a good sales win rate?: 15–30% is the typical B2B SaaS range. Above 30% on cold-outbound opportunities is exceptional. Above 50% on inbound enterprise is best-in-class.