Win rate
also known as close rate · deal 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 your firm: 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.
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.
Win rate = deals won ÷ proposals (or qualified opportunities) × 100
Measure against qualified opportunities for a truer read than raw leads.
Win rate calculator
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