About the Win Rate Calculator
This win rate calculator measures how often your sales opportunities turn into closed-won deals, then works backwards from a revenue target. Enter the opportunities you won, lost and that ended with no decision over a period, your average deal size and the revenue you need, and it returns your win rate, the number of deals required, the opportunities to create and the pipeline value that implies.
It is useful for sales managers setting quarterly targets, founders building a bottom-up revenue plan and reps checking whether their pipeline is big enough. Choose whether stalled “no decision” opportunities count as losses: excluding them shows how well you compete when buyers do choose, while including them gives the more conservative figure for planning.
Only closed opportunities belong in a win rate — leave open deals out until they are decided. Use a consistent period and definition of an opportunity (for example, deals that reached a qualified stage) so rates can be compared over time.
With the default inputs, the win rate is 30%. Change any value above to recalculate instantly.
How to use the win rate calculator
- 1Enter the opportunities you won, lost and that ended with no decision.
- 2Decide whether no-decision deals should count as losses.
- 3Enter your average deal size.
- 4Add the revenue target you want to hit.
- 5Read your win rate and the deals, opportunities and pipeline needed.
Formula and method
Win rate divides closed-won opportunities by closed opportunities. The competitive win rate uses only won and lost deals; the stricter version also counts opportunities that ended with no decision, which better reflects how much pipeline you actually need. Open deals are excluded because their outcome is unknown.
For planning, the revenue target divided by average deal size gives the number of wins needed, rounded up to whole deals. Dividing wins by the win rate gives opportunities to create, and multiplying by deal size gives the pipeline value. Pipeline coverage is that pipeline divided by the target — the familiar “3× pipeline” rule corresponds to roughly a 33% win rate.
- Won / Lost
- Closed-won and closed-lost opportunities in the period
- No decision
- Opportunities closed because the buyer did nothing
- Target
- Revenue goal for the next period
Worked examples
24 won, 56 lost, $500k target
24 ÷ (24 + 56) = 30% competitive win rate; including 20 no-decisions it is 24%. $500,000 ÷ $15,000 = 33.3, so 34 deals. At 30% that takes 34 ÷ 0.30 = 113.3, rounded up to 114 opportunities, or $1.71 million of pipeline (3.42× coverage).
Counting no-decisions as losses
With no-decisions treated as losses the win rate is 24%. The same 34 deals now need 34 ÷ 0.24 = 141.7, so 142 opportunities and $2.13 million of pipeline — 4.26× the target.
Enterprise team, $2M target
9 wins out of 30 decided deals is 30% (22.5% including no-decisions). $2,000,000 ÷ $80,000 = 25 deals, which at 30% needs 83.3 → 84 opportunities and $6.72 million of pipeline.
Frequently asked questions
How do you calculate win rate in sales?+
Divide closed-won opportunities by all closed opportunities in a period and multiply by 100. For example, 24 wins out of 80 closed deals is a 30% win rate. Exclude deals that are still open.
What is a good sales win rate?+
There is no universal figure: win rate depends on industry, deal size, competition and, above all, the stage at which you start counting an opportunity — a team that only logs qualified deals will show a far higher rate than one that logs every first call. Track your own trend over time and by segment rather than chasing a single benchmark.
Should no-decision deals count in win rate?+
For competitive analysis many teams exclude them, because the deal was not lost to a rival. For forecasting and pipeline planning, include them: they consumed sales time and must be replaced, so the stricter win rate gives a safer plan.
What is the difference between win rate and close rate?+
The terms are often used interchangeably. Some teams use close rate for leads that become customers and win rate for qualified opportunities that close-won. Whichever you use, keep the starting stage consistent.
How much pipeline do I need?+
Divide your target by your win rate. At a 30% win rate you need about 3.3× your target in pipeline; at 20% you need 5×. This calculator rounds to whole deals and opportunities, so coverage comes out slightly higher.