Marketing & Sales Metrics

Win Rate

% of qualified opportunities (SQLs) that convert to closed-won customers.

Win Rate = Closed-won deals / (Closed-won + Closed-lost) deals. Open deals don't count (they're not yet a Win or Loss).

Indian B2B SaaS win rates: SMB 15-25%, Mid-market 25-35%, Enterprise 30-50%. Higher win rates for incumbents and recommended-by-customer paths. Lower for outbound-cold prospects.

Win rate is more diagnostic than indicative — track it by source (paid ads vs referrals vs outbound), by lead score, by AE, by deal stage. Patterns reveal which channels and people are underperforming.

India context

Indian SMB-SaaS win rate diagnosis: low win rate from paid ads = misqualified leads (broaden ICP filter at top of funnel). Low win rate by AE = enablement/coaching gap. Low win rate from outbound = wrong cold prospects.

Examples

  • 10 SQLs in pipeline, 3 closed won, 5 closed lost, 2 still open. Win Rate = 3 / (3+5) = 37.5%.
  • Win rate by source: referrals 60%, paid ads 18%, outbound 8%.

FAQ

What's a good win rate?

Depends on segment. SMB 15-25% is good. Mid-market 25-35%. Enterprise 30-50%. Below 10% = something fundamentally broken.

Should I include open deals in win rate?

No — only closed (won OR lost). Open deals don't have a final outcome yet.

Why is my win rate dropping?

Common: deal flow includes more bad-fit prospects (top-funnel issue), competition is winning more, value prop weakening, or sales team underperforming.

Related concepts

SQLMQLdeal cyclelost reasonspipeline

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Related glossary entries

MQL (Marketing Qualified Lead) — Lead deemed worth talking to by marketing — meets initial criteria but hasn't been validated by sales.Deal Cycle — Average time from lead created to closed-won — measures sales velocity.

More in Marketing & Sales Metrics

CAC (Customer Acquisition Cost)LTV (Lifetime Value)ROAS (Return on Ad Spend)MRR (Monthly Recurring Revenue)AOV (Average Order Value)RTO (Return to Origin)GMV (Gross Merchandise Value)Churn
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