Calculate the share of proposals or opportunities you convert.
Win rate calculator
Plug in your numbers - it updates as you type.
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.
The share of proposals or qualified opportunities an agency converts into signed work. A core measure of sales effectiveness.
Divide the number of deals won by the number of proposals or qualified opportunities, then multiply by 100.
It varies by deal type, but for qualified opportunities many agencies aim for roughly 30-50%; a very high rate can signal under-pricing.
Qualify harder, run real discovery, tailor proposals to the outcome, and price with options - so you pitch fewer, better-fit deals.
Forge builds your pipeline tracker and looks after it - tracking win rate live for your whole agency, built around the tools you already use. No spreadsheets, no code on your side.