Formula
Won deals / (Won deals + Lost deals) x 100
How to measure
Count only opportunities that reached a final decision, excluding still-open deals, and divide wins by the total of wins plus losses.
Why track it
Win rate is a direct read on sales effectiveness and offer competitiveness, and dropping win rate is an early signal worth investigating before it hits revenue.
Example
A team closing 24 deals and losing 36 out of 60 decided opportunities reports a 40% win rate.