Win Rates

Win rates are an important metric for sales organisations.

According to CSO Insight’s 2019 Sales Performance Report (published 2018), the average win rate of 47.3% (against forecast) remains unchanged from 201.

However, losses increased from 30.9% a year ago to 32.0% this year, while no decisions decreased from 21.8% to 20.7%.

Win rates also vary according to the depth of the relationship with the customer: approved vendor – 39.5%; preferred supplier – 47.9%; solutions consultant 45.7%; strategic contributor – 50.5%; trusted partner – 59.9%.

Win Rates Snap Shot