Opportunity -> Win / close rate
Final yield on qualified pipeline.
- Formula
- Closed-won / opportunities created
- Unit
- %
- Models
- SaaS
| SQL-to-won | 28% | ICONIQ 2025; First Page Sage |
| demo-to-won | 38% | ICONIQ 2025; First Page Sage |
| opportunity-to-close | 37% | ICONIQ 2025; First Page Sage |
What it is
Opportunity win/close rate measures the share of created opportunities that ultimately close as won deals. Calculated as closed-won divided by opportunities created, it gives a stage-level read on the efficiency of the full sales motion from pipeline entry to booking.
How to calculate it
Divide the number of closed-won deals in a period by the total number of opportunities created in the same cohort (or the same period, depending on your measurement convention). Multiply by 100 to express as a percentage. The denominator matters — opp-to-close and SQL-to-won ratios measure different funnel slices and should not be compared interchangeably.
Why it matters
For B2B SaaS, this rate sits at the intersection of sales process quality and lead quality. A rising close rate signals either improved qualification upstream or a stronger sales motion; a falling rate often points to mis-qualified pipeline, competitive pressure, or rep skill gaps. It is also a direct input into pipeline coverage planning.
Benchmarks & pitfalls
According to ICONIQ 2025 and First Page Sage (directional), the SQL-to-won rate is approximately 28%, demo-to-won is approximately 38%, and opportunity-to-close overall sits near 37%. Because these are directional figures — not a rigorous population study — treat them as orientation points rather than hard targets. The most common variant pitfall is mixing funnel entry points: an opp-to-close rate conflated with a SQL-to-close rate will produce an apples-to-oranges comparison across teams or time periods.