Win Rate Statistics: 2024 Benchmarks & Top Performer Secrets

You just closed a big deal. The high is real. The commission check is already spent in your head.

Then you look at your pipeline and reality hits. Three deals you were sure about have gone cold. One ghosted you. Another went with a competitor. The third is “still thinking about it” (translation: dead).

You end the quarter with a 25% win rate. Is that good? Bad? Average?

Most sales pros have no idea. They track calls, emails, and meetings. But they’re flying blind on the one metric that actually matters: how often they win when it counts.

Here’s the truth: win rate is your report card. It’s the clearest measure of whether you’re effective at closing or just spinning your wheels.

This guide gives you the definitive benchmarks, shows what separates the 75% closers from the 21% average, and reveals the specific behaviors that make the difference.

Defining Sales Win Rate

Before we dive into numbers, we need to get crystal clear on what we’re measuring. Because here’s the thing: most teams calculate win rate wrong.

At its core, win rate is the percentage of opportunities you turn into closed-won deals. Simple enough, right?

Wrong. The confusion comes from what counts as an “opportunity.”

The Denominator Problem (Most People Get This Wrong)

There are two ways people calculate win rate, and they measure completely different things:

Formula 1: The True Win Rate

Win Rate = Deals Won / (Deals Won + Deals Lost)

This formula focuses only on deals that reached a final decision. It answers: “When someone makes a choice, how often do they choose us?”kz

This is what analytics firms like Gong use. It’s the real measure of your closing effectiveness.

Formula 2: The Funnel Conversion Rate

Win Rate = Deals Won / Total Opportunities

This includes deals still open or disqualified. It’s actually measuring your entire funnel efficiency, not just closing ability.

Which one matters? Both. But know which one your leadership cares about because it tells you where to focus.

Win Rate vs. Close Rate: Not the Same Thing

People use these terms interchangeably. They shouldn’t.

Win rate is your batting average when the game is on the line. Close rate measures how many prospects even stepped up to bat.

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H1: 📊 Target High-Intent Decision-Makers

H2: LinkedIn outbound puts you in front of qualified prospects who actually have budget and authority

CTA: Book Strategy Meeting

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Average Win Rates: The Benchmarks You Need

So what’s a good win rate? The answer depends on who you ask.

RAIN Group says the average is 47%. HubSpot reports 21%. That’s a massive gap.

Here’s why: it’s the denominator problem again. HubSpot includes every opportunity that enters the pipeline. RAIN Group focuses on qualified deals that reach proposal stage.

The lesson? When someone throws out a win rate stat, first question is always: “How are you defining an opportunity?”

Let’s break down the real benchmarks that matter.

Win Rates by Deal Size

Not all deals are equal. A $5K SMB deal and a $500K enterprise deal live in different universes.

Average B2B Win Rates by Deal Size:

• Under $10K: 31.3%
• $10K–$50K: 24.0%
• $50K–$100K: 19.6%
• $100K+: 18.7%

The pattern is clear: bigger deals = lower win rates. More stakeholders, longer timelines, more scrutiny. It’s the price of playing in the enterprise game.

If you’re closing $100K+ deals at 25%, you’re crushing it. If you’re closing $5K deals at 25%, you’ve got work to do.

Win Rates by Lead Source

Where your lead comes from matters. A lot.

Average B2B Win Rates by Source:

• Referrals: 40-60%
• Inbound Leads: 30-50%
• Outbound Leads: 10-25%