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Glossary / Strategy & Sales

Win rate.

The percentage of opportunities that become customers.

What it means

The percentage of opportunities that become customers. Track by source and salesperson to see where leads and skills are strongest.

Related terms

Pipeline Sales cycle

More in Strategy & Sales

Account-based marketing (ABM)Bottom of funnel (BOFU)Buyer persona Customer acquisition cost (CAC)Customer lifetime value (CLV)Fractional CMO Go-to-market strategy Ideal customer profile (ICP)

Read more.

Articles that put Win rate to work.

Cover illustration for the article “The B2B Marketing Funnel for a Company Under 50 People”

Strategy · 3 min read · Nick Irmo

The B2B Marketing Funnel for a Company Under 50 People

Small B2B teams do not need an enterprise funnel. A lean version: the few assets, channels and handoffs that turn strangers into pipeline.

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