What this tells you
Win rate is the share of decided deals that close in your favor. Only resolved deals count, so open pipeline stays out of the math. The formula is simple:
Win Rate = Deals Won / (Deals Won + Deals Lost) x 100
The win:loss ratio restates the same result in plainer terms. A ratio of 1 : 3.6 means you lose roughly three and a half deals for every one you close.
Why a single win rate hides more than it shows
Median B2B win rates have fallen to 19% (Ebsta/Pavilion, 2025), measured across 655,000 opportunities. That benchmark is useful for a sanity check, but a blended number tells you almost nothing about what to fix.
I have watched teams celebrate a healthy company-wide win rate while one segment quietly bled deals. New-business win rates run far below expansion. Inbound converts at a different clip than outbound. A competitive displacement closes nothing like a greenfield deal. When you split win rate by source, segment, and competitor, the average breaks into several very different numbers, and only then can you see where the real leak is.
Loss rate is the other half of the same picture. An 80% loss rate is not one problem. It is a stack of reasons, ranked by frequency and by dollars left on the table. Counting losses is easy. Knowing which losses to chase is the hard part.
ORM's take: from rate to prescription
This calculator gives you the rate. It cannot tell you which segment is dragging the number down, which losses were winnable, or what to change next quarter to move it.
That is the job our custom prescriptive models do. We decompose win rate by segment, rep, source, and competitor, then prescribe the specific moves that lift it: requalify this segment, reprice against that competitor, reallocate reps toward the deals you actually close. The rate is the diagnostic. The prescription is where revenue moves.
What is a good sales win rate?
The median B2B SaaS win rate is roughly 19 to 21%, and it falls as deal size rises. Compare against your own segment before drawing a conclusion from a blended number.
| Segment | Typical win rate | Elite |
|---|---|---|
| SMB | 30-40% | 45%+ |
| Mid-market | 25-35% | 40%+ |
| Enterprise | 20-25% | 30%+ |
| Deals under $50K | 35-45% | n/a |
| Deals $50K to $100K | 25-35% | n/a |
| Deals over $100K | 15-25% | n/a |
Source: Digital Bloom 2025 B2B SaaS benchmarks.
Common questions
How do you calculate win rate?
Divide deals won by the total of deals won plus deals lost, then multiply by 100. Only decided deals count, so open pipeline stays out of the calculation. Including open deals understates the rate and makes it move for reasons unrelated to selling.
What is a good win rate for B2B SaaS?
The median sits at roughly 19 to 21%. SMB-focused teams run 30 to 40%, mid-market 25 to 35%, and enterprise 20 to 25%. Deal size matters more than segment: deals under $50K close at 35 to 45% while deals over $100K close at 15 to 25%.
What is the difference between win rate and close rate?
Win rate counts decided deals only, so it answers how often you win when a buyer makes a decision. Close rate is usually measured against everything that entered the pipeline, so it blends selling effectiveness with lead quality.
Why is my win rate falling?
The three common causes are a shift in deal mix toward larger deals, more competitive deals entering the pipeline, and looser qualification. Splitting the rate by segment, source and competitor separates them, because a blended number hides which one is happening.
Should win rate be measured by deal count or by revenue?
Both, and they often disagree. Counting deals tells you how often you win. Counting revenue tells you whether you win the deals that matter. A team winning many small deals and losing the large ones shows a healthy count-based rate and a poor revenue-based one.
Get the full diagnostic
This tool tells you your win rate. ORM tells you what to change.
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