Win Rate
The share of qualified sales opportunities that close as won in a period.
Formula
Opportunities won ÷ (Opportunities won + Opportunities lost) × 100
Why Track It
Win rate shows whether the MSP is chasing the right prospects and presenting well. It also sets how much pipeline sales needs to hit its number.
How It Is Measured
Count opportunities closed as won in the period and divide by all opportunities closed (won plus lost) in the same period. Count only opportunities that passed your qualification stage, and report new-client and existing-client opportunities separately. Source: the CRM or PSA sales module.
Constraints
Depends on closing lost deals in the CRM promptly. Few deals per quarter make it volatile for a small MSP, so read it on a trailing year.
Measurement Note
PipelineGrader, citing the Ebsta and Pavilion 2025 GTM Benchmarks, gives an average B2B win rate near 19%, with contracts under $50k closing at 35% to 45%. Most MSP agreements fall in that small-deal band. The danger line is the all-deal average. Opportunities left open forever never count as lost and inflate the rate.
Referenced In
Related KPIs
- CAC Payback PeriodThe number of months of gross margin from a new client needed to recover the sales and marketing cost of winning that client.
- Managed Services Revenue GrowthThe year over year percentage change in managed services revenue, from new clients and from growth inside existing ones.
- Pipeline CoverageThe value of qualified open pipeline compared with the new revenue target for the same period.
- Sales Cycle LengthThe average number of days from first qualified contact to a signed agreement for new clients.
More in Sales and Growth
How efficiently the MSP turns opportunities into new recurring revenue. These numbers show whether the pipeline can carry the growth target and what each new client costs to win.
- CAC Payback PeriodOwner
- Client Lifetime Value to CAC RatioOwner
- Managed Services Revenue GrowthOwner
- Pipeline CoverageSales Manager
- Sales Cycle LengthSales Manager