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SaaS Metrics Library
Win Rate: Calculation, Benchmarks & Improvement Guide
Win rate is the share of closed sales opportunities that end as won deals. Calculate it with your own CRM numbers, see published medians by deal size, and learn how finance can use it in planning.
WIN RATE
Median win rate by deal size, 939 B2B SaaS companies:
Optifai Pipeline Study · Q2 2025–Q1 2026 data
This article will provide
- Calculation
- Benchmarks
- Improvement
Win rate is the percentage of sales opportunities closed in a period that were won. It is also called close rate or opportunity win rate.
Win rate is a sales-pipeline metric. It is normally calculated from opportunity or deal records in the CRM, such as HubSpot, Salesforce or Pipedrive, rather than from the general ledger. Finance uses it because it links pipeline to bookings: with a known win rate, a pipeline figure becomes an estimate of revenue.
The definition has one choice that changes the number more than any other: which opportunities sit in the denominator. The usual convention counts only opportunities that reached a final outcome, won or lost, in the period. Some teams instead divide by all opportunities created, including those still open, which produces a lower figure. A win rate is only comparable with another one calculated on the same basis.
How is win rate calculated?
Win rate = deals won ÷ (deals won + deals lost) × 100, counting deals closed during the period.
Inputs:
- Deals won: opportunities marked closed-won in the period.
- Deals lost: opportunities marked closed-lost in the period, including those closed as "no decision" if your process records them that way.
- Period: usually a quarter, since a month often contains too few closed deals in a sales-led business.
Deals still open at the end of the period are excluded. Some teams also calculate a value-weighted win rate: the value of deals won ÷ the value of all deals closed. It is useful for pipeline planning because coverage targets are set in dollars.
Worked example
In a quarter, a sales team closes 120 opportunities: 30 won and 90 lost.
Win rate = 30 ÷ (30 + 90) × 100 = 30 ÷ 120 × 100 = 25.0%
Try it with your numbers
Deals won of deals closed: 30 won of 120 closed
25.0% win rate
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Download the 2026 SaaS Benchmark Report We’ve emailed you a copy as well.How is win rate used by SaaS companies?
Bookings forecasts. Finance multiplies the open pipeline by the historical win rate, by stage or by segment, to estimate new bookings. A forecast that assumes a higher win rate than the company has achieved recently is one of the most common sources of a missed plan.
Pipeline targets. The win rate sets how much pipeline the team needs. At a 25% win rate, the team needs roughly four dollars of pipeline for every dollar of bookings target. See pipeline coverage ratio.
Sales efficiency. Win rate is one driver of the cost of acquiring a customer. Reps who win a larger share of the deals they work spend less time and money per customer won, which feeds into customer acquisition cost and sales efficiency.
Diagnosis. Split by segment, deal size, lead source, competitor or rep, the win rate shows where the sales process works and where it loses deals.
What is a good result?
A good win rate depends heavily on deal size and on the denominator used. Smaller deals close at higher rates than larger ones in the published data below. Compare your figure with companies of a similar average contract value and check that the benchmark defines the denominator the same way. A stable or rising win rate over several quarters, on a consistent definition, matters more than a single comparison.
What are the win rate benchmarks?
Median win rate by deal size, from Optifai's study of deal-level CRM data:
| Average contract value | 25th percentile | Median | 75th percentile |
|---|---|---|---|
| Under $10K (SMB) | 28% | 31% | 35% |
| $10K–$50K (mid-market) | 20% | 24% | 28% |
| $50K–$100K (upper mid-market) | 15% | 18% | 22% |
| Over $100K (enterprise) | 12% | 15% | 18% |
The pattern is the useful part: the median win rate roughly halves between the smallest and the largest deal-size band. A company selling $100K-plus contracts should not plan against an SMB win rate.
Source: Optifai, B2B SaaS win rate by deal size (Optifai Pipeline Study), 939 B2B SaaS companies with deal-level CRM data, Q2 2025 to Q1 2026, data last updated April 20, 2026. Optifai publishes its own dataset and does not say how the win-rate denominator is defined, so check that your own definition is comparable. Checked October 26, 2026.
From won deals to revenue
See the deals you win turn into revenue.
ScaleXP calculates 30+ SaaS metrics from your accounting data, your CRM data or both, and syncs 20+ deal properties from HubSpot, Salesforce or Pipedrive.
Revenue forecasts combine CRM pipeline, renewals, billing and actuals.
Automate Your SaaS MetricsWin rate worked example
- Accounting: Xero, QuickBooks, Zoho Books
- CRM (with Xero or QuickBooks Online): HubSpot, Salesforce, Pipedrive
Deals won in the quarter
30
Opportunities closed as won in the period.
Illustrative example figures, not your live data.
What to do with your win rate number
- Fix the definition. Agree with sales which outcomes count as lost, including "no decision", and whether stale opportunities are closed out on a schedule. Without that, win rate drifts as CRM hygiene changes.
- Calculate it by segment and deal size. A blended win rate hides the mix: a quarter with more small deals will show a higher rate without any change in performance.
- Use the rate in the forecast, not a target. Base pipeline-to-bookings assumptions on the trailing four quarters, not on the rate the team hopes to reach.
- Track it with sales cycle length. A rising win rate with a lengthening cycle may mean deals are being kept open longer rather than won more often. See sales cycle length.
- Review lost reasons. Losses to price, to a competitor and to no decision call for different responses, and the split is usually more useful than the headline rate.
How ScaleXP connects win rate to revenue
Win rate comes from the won and lost outcomes in your CRM. ScaleXP adds the finance side: two-way sync between HubSpot, Salesforce or Pipedrive and Xero or QuickBooks Online: deal, invoice and payment data flow both ways, and invoice and payment status are written back to the CRM, so sales and finance have the data when they need it.
ScaleXP flags closed-won deals that have not been invoiced, or invoiced for a different amount, and reports bookings, billings and recognized revenue side by side. Revenue forecasts combine CRM pipeline, renewals, billing and actuals.
Frequently asked questions
What is the formula for sales win rate?
Win rate equals deals won divided by the total of deals won and deals lost in the period, multiplied by 100. Open deals are excluded. For example, 30 won and 90 lost gives 30 ÷ 120 = 25%. Some teams divide by all opportunities created instead, which gives a lower number, so state the basis whenever a win rate is reported or compared.
What is a typical B2B SaaS win rate?
It depends on deal size. Optifai's analysis of 939 B2B SaaS companies, covering Q2 2025 to Q1 2026, puts the median win rate at 31% for contracts under $10K and 15% for contracts over $100K, with mid-market bands in between. Compare against the band that matches your average contract value rather than one market-wide figure.
Should win rate include "no decision" outcomes?
Most finance teams include them as losses, because the sales effort was spent and no revenue resulted. Excluding them raises the win rate but makes the pipeline look more productive than it is. Whichever rule you choose, apply it consistently, record it alongside the metric, and make sure any benchmark you compare with uses a similar definition.
How does win rate affect pipeline planning?
The win rate determines how much pipeline is needed to reach a bookings target. At a 25% win rate on value, roughly four dollars of qualified pipeline are needed for each dollar of target. If the win rate falls, the pipeline requirement rises by the same proportion, which is why finance should update coverage targets whenever the trailing win rate changes.
How does ScaleXP connect win rate to revenue?
Win rate is measured on won and lost deals in the CRM. ScaleXP follows the won deals into the ledger through a two-way sync between HubSpot, Salesforce or Pipedrive and Xero or QuickBooks Online. It flags closed-won deals that have not been invoiced, or invoiced for a different amount, and reports bookings, billings and recognized revenue side by side, so finance can see how much of what sales wins becomes revenue.
For HubSpot, Salesforce and Pipedrive users
Follow every won deal through to revenue.
ScaleXP flags closed-won deals that have not been invoiced, or invoiced for a different amount, and reports bookings, billings and recognized revenue side by side. Book a demo to see how this works for a business like yours.
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From won deals to revenue
Two-way sync between HubSpot, Salesforce or Pipedrive and Xero or QuickBooks Online.
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