Sales Win Rate Calculator
Free sales win rate calculator — enter wins, losses and no-decisions to see your true win rate and how much revenue you lose to indecision.
Sales Win Rate Calculator
- Win rate excluding no-decisions
- 30.0%
- Revenue won
- $432,000
- Revenue lost to no-decision
- $288,000
B2B teams typically win 15–30% of qualified opportunities. A no-decision rate above 25% usually points at weak discovery rather than losing to a competitor.
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About this tool
Most teams overstate win rate by quietly excluding no-decision deals. This calculator reports both figures side by side, plus the revenue tied up in each, so you can see whether you are losing to competitors or to the status quo.
The formula
Win rate = deals won ÷ (won + lost + no-decision). The narrower competitive win rate excludes no-decisions: won ÷ (won + lost).
Worked example
With 18 wins, 42 losses and 12 no-decisions, the true win rate is 25% while the competitive win rate is 30%. At a $24,000 average deal, the no-decision column represents $288,000 of stalled revenue.
Benchmarks
| Metric | Typical range | Notes |
|---|---|---|
| B2B overall win rate | 15–30% | Measured across all qualified opportunities |
| Competitive win rate | 25–40% | Excluding no-decisions |
| No-decision rate | Under 20% is healthy | Above 25% signals weak discovery |
| Inbound vs outbound | Inbound wins 2–3× more often | Segment before comparing |
How it works
- Enter deals won. Closed-won opportunities in the period.
- Enter deals lost. Opportunities lost to a competitor or a no.
- Enter no-decisions. Deals that closed without the prospect choosing anyone.
- Add your average deal size. Turns the percentages into revenue figures.
Built and maintained by the LemCoach team. All calculations run client-side — your inputs never leave your browser. Formulas are reviewed against industry benchmarks we collect from anonymised LemCoach session data each quarter.
Frequently Asked Questions
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