Win rate calculator
Calculate the share of proposals or opportunities you convert.
Win rate calculator
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What is win rate?
The share of proposals or qualified opportunities an agency converts into signed work. A core measure of sales effectiveness.
For example, if an agency sends 20 proposals in a quarter and wins 6, its win rate is 30%. Tracking it over time shows whether a new pitch, pricing tweak or tighter qualification is actually working.
Why it matters to agencies: win rate turns sales from a feeling into a number you can improve. A low rate may mean weak qualification, mismatched pricing or generic proposals - and even small gains drop straight to revenue without spending a cent more on lead generation.
Win rate = deals won ÷ proposals (or qualified opportunities) × 100
Measure against qualified opportunities for a truer read than raw leads.
On qualified opportunities many agencies aim for roughly 30-50%; a very high rate can actually mean you are under-pricing or not pitching enough.
What is win rate?
The share of proposals or qualified opportunities an agency converts into signed work. A core measure of sales effectiveness.
How do you calculate win rate?
Divide the number of deals won by the number of proposals or qualified opportunities, then multiply by 100.
What is a good win rate for an agency?
It varies by deal type, but for qualified opportunities many agencies aim for roughly 30-50%; a very high rate can signal under-pricing.
How do you improve win rate?
Qualify harder, run real discovery, tailor proposals to the outcome, and price with options - so you pitch fewer, better-fit deals.
Read the full definition: Win rate in the agency glossary
See how Forge builds it: internal tools for agencies
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