# Sales Win Rate: Formula and What It Leaves Out > Sales win rate counts won against decided deals: across all decided deals or on qualified opportunities. Formula, example and delimitation. Canonical: https://funneleconomics.ai/resources/glossary/win-rate Win rate is the share of deals decided in a period that were won, counted by number of deals: won divided by won plus lost. Open deals are not counted. Funnel Economics carries the win rate on two populations: as the decided-row win rate and as the qualified win rate. ## How is win rate calculated? :::formel Win rate (decided-row or qualified) = number won ÷ (number won + number lost) - Number won – the deals won in the period - Number lost – the deals lost in the period ::: In both populations, the sales win rate counts decided deals only: those won or lost in the period. The calculation is unweighted. It counts deals, not amounts: a small deal and a large deal weigh the same. Numerator and denominator belong to the same period. The decided-row win rate of a sales rep follows the same formula, in the same period. :::example Illustrative example with invented numbers: In one period, 9 qualified opportunities are won and 16 are lost; 14 are still open at the end. The qualified win rate is 9 ÷ (9 + 16) = 9 ÷ 25 = 36%. The 14 open opportunities are not counted. No amount appears in the calculation. ::: ## Which deals does win rate count? The formula fixes numerator and denominator. The formula does not say which deals enter. Funnel Economics therefore keeps win rate on two populations and names each. Both are percentages. | Name | Which deals count | |---|---| | Decided-row win rate | everything won or lost in the period, across the whole funnel | | Qualified win rate | only deals that had passed the lead stages and stood in an opportunity stage | The decided-row win rate mixes the lead funnel with the opportunity funnel. The two rates therefore answer different questions. ## Win rate and the other conversion rates Conversion rate is a family name. Four quantities carry the word; win rate with its two populations is one of them. The stage win rate is the same calculation per stage and sales rep: of the deals that stood in this stage and were decided, what share was won? Funnel Economics weights [bEFV](https://funneleconomics.ai/resources/glossary/befv) with the stage win rate. Stage-to-stage conversion, by contrast, counts transitions from one stage to another. The rates at the class gates of the lead funnel are named by their steps. ## What is a good win rate? The method sets no benchmark, neither for the decided-row win rate nor for the qualified win rate. Both are read against the organisation’s own history: as a series across several periods, with its direction. Where only a few deals are decided in a period, a single value carries little weight. What can be read then is the **direction** across several periods. How much pipeline coverage a target requires can also be calculated from an organisation’s own qualified win rate, instead of a rule of thumb. The decided-row win rate is the wrong population for that. An opportunity is qualified once it has passed the lead stages and stands in a stage the organisation classifies as an opportunity stage. The entry [HACR and nominal pipeline coverage](https://funneleconomics.ai/resources/glossary/hacr) explains it. ## What does win rate alone not show? A sales rep’s decided-row win rate (close rate) shows closing efficiency, not the size of the contribution. A high decided-row win rate with a small contribution is therefore not proof of performance. [PAS (Performance Adjusted Score)](https://funneleconomics.ai/resources/glossary/pas) multiplies a sales rep’s win rate across all their decided deals by their CIF. [CIF (Commercial Impact Factor)](https://funneleconomics.ai/resources/glossary/cif) measures the rep’s share of the deals won and the revenue won by the team in one period. ## FAQ ### How do I calculate my sales win rate? The sales win rate, whether as the decided-row win rate or as the qualified win rate, is the number of deals won, divided by the sum of the deals won and lost in the same period. Open deals are not counted, neither in the numerator nor in the denominator. The calculation is unweighted: it counts deals, not amounts. The name says which deals enter: the decided-row win rate or the qualified win rate. ### What is a good win rate for sales? Funnel Economics sets no benchmark, neither for the decided-row win rate nor for the qualified win rate. Both are read against the organisation's own history: as a series across several periods, with its direction. An average of other companies is not a measurement of the organisation's own funnel and does not replace its own history. Where a value rests on only a few decided deals, it carries little weight on its own. ### What is the difference between win rate and conversion rate? Conversion rate is a family name. At Funnel Economics, four quantities carry the word: the win rate (decided-row or qualified), the stage win rate, stage-to-stage conversion, and the rates at the class gates of the lead funnel. The decided-row win rate and the qualified win rate count decided deals: won divided by won plus lost. The stage win rate calculates the same per stage and sales rep. ### Why is a high win rate not proof of performance? A sales rep's decided-row win rate shows closing efficiency, not the size of the contribution. CIF is a rep's weighted share of the deals won and the revenue won by the team. Funnel Economics calls a high decided-row win rate with a low CIF the cherry picker anomaly. It is typical when someone works few deals and wins most of them. PAS therefore multiplies a sales rep's decided-row win rate by their CIF.