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Sales win rate benchmarks by lead source help teams judge lead quality and sales fit.
Example: Referral leads may have a 35% win rate because trust is already higher. Branded search leads may win at 25%. Broad paid social leads may win at 6% because many are early-stage or lower intent.
A lower win rate is not always bad if the source is cheap and scalable. A higher win rate is not always enough if volume is tiny or acquisition cost is high.
The useful comparison is lead source cost, opportunity rate, win rate, deal size, and sales cycle. That gives both marketing and sales a shared view of source quality.
Use the Opportunity Win Rate Calculator at /tools/opportunity-win-rate-calculator, then compare with Lead Source ROI at /tools/lead-source-roi-calculator and Sales Conversion Rate at /tools/sales-conversion-rate-calculator.
Sales win rate benchmarks by lead source
Win rate benchmarks by lead source help sales and marketing teams compare quality, not just lead volume.
Example: Referral leads may have a 35% win rate because trust is already higher. Branded search leads may win at 25%. Broad paid social leads may win at 6% because many are early-stage or lower intent.
A lower win rate is not always bad if the source is cheap and scalable. A higher win rate is not always enough if volume is tiny or acquisition cost is high.
The useful comparison is lead source cost, opportunity rate, win rate, deal size, and sales cycle. That gives both marketing and sales a shared view of source quality.
Use the Opportunity Win Rate Calculator at /tools/opportunity-win-rate-calculator, then compare with Lead Source ROI at /tools/lead-source-roi-calculator and Sales Conversion Rate at /tools/sales-conversion-rate-calculator.
Opportunity Win Rate
Sales Conversion Rate
Lead Source ROI
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Useful tools
Opportunity Win Rate Calculator
Calculate opportunity win rate from sales opportunities and won deals.
Sales Pipeline Calculator
Calculate sales pipeline value and weighted pipeline from opportunities, deal size, and win rate.
Lead Source ROI Calculator
Calculate ROI for a lead source from attributed revenue and source cost.
Conversion Rate Calculator
Calculate conversion rate from visitors or sessions and the number of conversions.
Sales Conversion Rate Calculator
Calculate sales conversion rate from opportunities and won customers.
Deal Size Calculator
Calculate average deal size and revenue per customer from won revenue and deals.