Win Rate
Percentage of closed opportunities that resulted in closed-won (vs closed-lost) during the period. The single best read on bottom-of-funnel execution and the most direct input to pipeline-coverage math (required coverage = 1 / win rate). Common pitfall: computing win rate without disqualifying "no decision" outcomes inflates losses and depresses the rate artificially; the SaaS norm is to either bucket no-decisions separately or track a two-rate view (raw win rate vs ICP-fit win rate excluding no-decisions). Stage-segment cuts (SMB vs Enterprise) usually differ 2×–4× and should be reported separately when volume permits. — Sales KPI, I'mBoard-authored (editorial tier).
I'mBoard-authored (editorial tier)
No public third-party standard anchors this KPI yet, so I'mBoard authors and maintains the definition — transparently labeled as editorial tier. See the ontology methodology for the published vs editorial tier system and the back-attribution workstream.
Rogue ID: sales.win_rate
Type: Percentage (%)
Domain: Sales
Definition
Percentage of closed opportunities that resulted in closed-won (vs closed-lost) during the period. The single best read on bottom-of-funnel execution and the most direct input to pipeline-coverage math (required coverage = 1 / win rate). Common pitfall: computing win rate without disqualifying "no decision" outcomes inflates losses and depresses the rate artificially; the SaaS norm is to either bucket no-decisions separately or track a two-rate view (raw win rate vs ICP-fit win rate excluding no-decisions). Stage-segment cuts (SMB vs Enterprise) usually differ 2×–4× and should be reported separately when volume permits.
Formula
Win Rate = (Closed-Won Count / (Closed-Won Count + Closed-Lost Count)) × 100. Excludes "no decision" / paused opportunities (track separately). Compute on count basis for execution analysis; compute on value basis (Won Value / (Won Value + Lost Value)) for dollar-weighted view.Why it matters
Reciprocal of required pipeline coverage — a 25% win rate requires 4× pipeline coverage to hit quota. Drives capacity planning, quota setting, and the pipeline-coverage commit conversation.
How to interpret
Typical SaaS win rates (industry folk-wisdom, not citation-grade): inbound-heavy SMB motions 25–40%, mid-market 15–25%, enterprise / outbound-heavy 10–20%. Sharp drops (≥ 10pp over 2 quarters) at constant motion mix is the canonical "competitive entry" or "ICP drift" signal — investigate loss-reason distribution before changing tactics.
Related KPIs
sales.closed_won_countsales.closed_lost_countsales.closed_won_valuesales.closed_lost_valuesales.pipeline_valuesales.pipeline_stage_metricssales.competitive_alerts
Source
I'mBoard editorial — authored and maintained by I'mBoard, first published 2026-04-01. No third-party standard is cited for this KPI; when one emerges, the definition is back-attributed and promoted to the published tier (a minor version bump). Read the ontology methodology for the published vs editorial tier system, attribution rules, and dispute process.
Stage relevance
| Company stage | Priority |
|---|---|
| Series A | Core |
| Series B | Core |
| Series C+ | Core |
| Public | Core |
Suggested for stages: Series A, Series B, Series C+, Public.
Default owning functions
- Sales
Machine-readable
- This KPI as JSON:
/api/ontology/sales/win_rate.json - All Sales KPIs:
/api/ontology/sales.json - Full catalog:
/api/ontology/index.json
Weighted Pipeline Forecast
Total pipeline value with each deal multiplied by its stage-based close probability — the canonical probabilistic forecast number. More forecasting-useful than raw pipeline value because it accounts for the conversion-likelihood mix across stages (early-stage deals weighted ~10–25%, mid-stage ~40–60%, late-stage ~70–90%). Common pitfall: using globally-flat probabilities (e.g. always 50%) instead of stage-specific calibrated ones — a reliable weighted forecast requires the stage probabilities to be back-tested against actual close rates from prior periods. — Sales KPI, I'mBoard-authored (editorial tier).
HR KPIs
Headcount, hiring, attrition, compensation. 28 KPIs in this domain — 4 anchored to third-party standards, 24 editorial.