- Formula
- Won / (Won + Lost) [competitive] or Won / all outcomes [pipeline]
- Unit
- %
- Models
- SaaS
| All | 19% | Ebsta x Pavilion 2025; Optifai 2026 |
| SMB (<$10k ACV) | 31% | Ebsta x Pavilion 2025; Optifai 2026 |
| Enterprise (>$100k ACV) | 15% | Ebsta x Pavilion 2025; Optifai 2026 |
What it is
Win rate is the percentage of deals that close as won relative to all competed or evaluated opportunities. The formula can be expressed two ways: competitive win rate (won divided by won plus lost) or pipeline win rate (won divided by all outcomes including no-decision/stalled). Always state which definition you are using.
How to calculate it
For competitive win rate, divide closed-won by the sum of closed-won and closed-lost, then multiply by 100. For pipeline win rate, divide closed-won by all resolved opportunities — including no-decision or churned pipeline. The two definitions can differ substantially when no-decisions are common.
Why it matters
Win rate is a primary indicator of product-market fit, sales execution, and competitive positioning for B2B SaaS. A declining rate at constant volume signals a competitive or qualification problem; an improving rate can justify quota increases or headcount additions. Segmenting by ACV tier exposes whether the team is winning where margin is highest.
Benchmarks & pitfalls
Per Ebsta x Pavilion 2025 and Optifai 2026 (published), the overall B2B SaaS win rate sits near 19% in 2025, down from approximately 29% in 2024 — a meaningful deterioration. By ACV segment, SMB deals under $10k win at roughly 31% while enterprise deals above $100k win at roughly 15%. The key variant trap is comparing competitive win rates against pipeline win rates without flagging the difference; a team with many no-decisions will show a higher competitive win rate but a lower pipeline win rate, making benchmarking misleading unless both sides use the same formula.