Win rate is the percentage of opportunities that result in closed deals. You divide deals won by total opportunities that reached a decision. Win rate measures how effectively your sales process converts real opportunities into customers and is a core input to forecasting.

Win rate is where lead quality and sales effectiveness show their true colors. A falling win rate often means marketing is sending weaker opportunities, not that sales have gotten worse. Track it by lead source to see which marketing channels produce deals that actually close, then put the budget where the win rate is highest.

Example:

 Sales works 40 qualified opportunities and closes 10. Win rate is 10 / 40 = 25%.

What is a good sales win rate?

 It varies by industry and deal size, but tracking your own trend matters more than any benchmark. A declining win rate signals a lead-quality or process problem.

Why track win rate by lead source?

 Different channels produce different quality. Win rate by source shows which marketing investments generate opportunities that actually close.