Product metrics and goals
Win rate
Also called Close rate, Opportunity win rate
The share of sales opportunities that end in a signed deal.
How it's worked out
Deals won ÷ opportunities closed (won or lost) × 100
Win rate shows how well a sales team turns real conversations into customers, and how good the opportunities reaching it are. Around 20% to 30% is common in B2B, but it varies a lot by deal size and market.
Track it by source, segment and competitor: a falling win rate against one rival says more than the overall number.
In practice
Of 60 opportunities, 15 are won: a win rate of 25%.
Common mistake
Counting deals still open as losses, or leaving out deals that went nowhere, which makes the rate look better than it is.