Metric
Win Rate
The percentage of opportunities that end in a won deal — one of the most important sales-efficiency metrics.
Win rate = closed-won opportunities / total closed opportunities (won + lost). Provides insight into sales effectiveness, qualification quality, and messaging fit.
B2B SaaS benchmarks: SMB 20-30%, mid-market 25-40%, enterprise 15-25% (lower due to larger committees and longer processes). Trends matter more than absolute numbers: rising win rate over time indicates an improving sales process.