Articles
Opportunity win rate measures the percentage of sales opportunities that become won deals.
The formula is:
Opportunity win rate = won deals / total opportunities x 100
For example, if a sales team opens 180 opportunities and wins 45 deals, opportunity win rate is 25.00%.
This metric is important for lead generation because opportunity volume alone can be misleading. A campaign that creates many opportunities may still perform poorly if few of them close.
Use the Opportunity Win Rate Calculator at /tools/opportunity-win-rate-calculator, then compare the result with lead quality score, sales conversion rate, CAC, and pipeline velocity.
How to calculate opportunity win rate
Learn the opportunity win rate formula and how to measure won deals from sales opportunities.
The formula is:
Opportunity win rate = won deals / total opportunities x 100
For example, if a sales team opens 180 opportunities and wins 45 deals, opportunity win rate is 25.00%.
This metric is important for lead generation because opportunity volume alone can be misleading. A campaign that creates many opportunities may still perform poorly if few of them close.
Use the Opportunity Win Rate Calculator at /tools/opportunity-win-rate-calculator, then compare the result with lead quality score, sales conversion rate, CAC, and pipeline velocity.
Opportunity Win Rate
Sales Funnel
Sales Conversion Rate
Related reading
CAC payback examples for paid marketing
Review CAC payback examples and see how margin and customer acquisition cost affect payback time.
How to calculate marketing funnel conversion rates
Learn how to calculate visitor-to-lead, lead-to-opportunity, and full-funnel conversion rates.
How to calculate lead-to-sale conversion rate
Learn the lead-to-sale conversion rate formula and how it connects lead generation to revenue.
Lead source ROI vs cost per lead
Lead source ROI and CPL answer different campaign questions. Learn why cheap leads are not always better.
Lead-to-sale conversion rate vs lead conversion rate
Lead-to-sale conversion rate is a narrower revenue-focused version of lead conversion rate.
CPA vs CAC: what is the difference
CPA and CAC both measure acquisition cost, but they are not always the same. Learn how marketers should compare them.
Useful tools
Opportunity Win Rate Calculator
Calculate opportunity win rate from sales opportunities and won deals.
Lead Quality Score Calculator
Estimate lead quality score from fit, intent, engagement, and data completeness signals.
Sales Conversion Rate Calculator
Calculate sales conversion rate from opportunities and won customers.
Pipeline Velocity Calculator
Calculate sales pipeline velocity from opportunities, deal value, win rate, and sales cycle length.
Conversion Rate Calculator
Calculate conversion rate from visitors or sessions and the number of conversions.
CAC Calculator
Calculate customer acquisition cost from total sales and marketing spend and the number of new customers acquired.