How a win rate is counted
A win rate is the deals won divided by the deals won plus the deals lost. Open deals are in neither number. The Executive Read and Ask count it the same way, and both print the number of deals beside every rate. If you want the win rate for each stage a deal passed through, read How a stage win rate and a slip are measured instead.
What is in the number
A win rate is the deals won out of the deals that closed, won and lost together. “43 won of 118 closed” is 36%.
- Won and lost are the outcome MarqIQ copied from your tool. It does not read stage names, except on Zoho CRM. See What counts as a won deal or a customer?
- An open deal is in neither number. It cannot raise or lower the rate until it closes.
- A Pipedrive Lead is not a deal and is in no count. See Why your Pipedrive Leads are missing from deal counts.
- With nothing closed there is no rate. MarqIQ says so and never prints 0%.
The count comes first
Ask says a win rate as you would say it in a meeting, with the count first and the percentage after it: “4 of the 5 deals that closed in HubSpot between 1 Jan 2025 and 31 Dec 2025 were won (80%).”
In a table, the count sits in every cell: “80.0% (4 of 5)”. A win rate is never drawn as bars. Bars would rank groups on a rate that may rest on a handful of deals.
Under 30 closed deals
- Ask and the Executive Read add that the figure is a count and not yet a rate to plan on, and how far one more deal moves it: “With 5 closed deals this is a count, not yet a rate to plan on: one more deal either way moves it by 17 points.”
- In a split, Ask names a highest and a lowest group only when every group has 30 closed deals and none is folded into Other. Under that it says: “Under 30 closed deals an owner’s win rate is only a count, so I name no owner highest or lowest.”
- Over time, when no quarter or month has 30 closed deals, Ask gives each as a count: “No quarter has 30 closed deals, so each is a count, not a rate to compare quarters on.”
The win rate by value
Beside the count, Ask gives the rate by value: the amount won divided by the amount won plus the amount lost. It is counted over the closed deals that carry an amount above zero, and it says how many: “By value: $185,600 of the $377,600 decided (49%), over the 5 closed deals that carry an amount.”
- The two rates can differ a lot. In that example 4 of 5 deals were won (80%), but the one lost deal was worth more than the four wins together, so 49% of the money was won.
- Closed deals with no amount are left out of the rate by value, and Ask says how many: “1 closed deal carries none and is left out of it.”
- With no amount on any closed deal, Ask says so: “No closed deal carries an amount, so there is no win rate by value.”
Money is never added across currencies
When the closed deals in an answer are priced in more than one currency, Ask prints no amount and no rate by value, and says why: “The closed deals are priced in 2 currencies (EUR, USD), so no amount is added across them and I give no win rate by value.” The count and its percentage stand.
A period is the date deals closed
A win rate is of the deals that closed, so a period beside it is the date each deal closed. “Win rate in 2025” is the deals that closed in 2025. The line under the figure says so: “Read 5 deals closed 1 Jan 2025 – 31 Dec 2025 (UTC), of 5 closed in all.”
- To read the deals created in a period, and what became of them, say so: “win rate for deals created in 2025”.
- With no period, every closed deal counts.
- A period in which nothing closed has no rate. Ask says so and says when the last deal closed: “No deal closed in HubSpot between 1 Jan 2025 and 31 Dec 2025, so there is no win rate for it.”
- A win rate over time gives one rate for each quarter or month the deals closed in. With no period said, it covers the last two years.
Ask for the rate you want
| You ask | What you get |
|---|---|
| “What is our win rate”, “how often do we win”, “what share of our deals do we win” | The Executive Read, for all your deals. It takes no period and no split. |
| “Win rate by owner”, “win rate by rep”, “win rate by deal type” | Ask: the rate of each group, with the closed deals beside it. It splits by owner, deal type, pipeline or source, and by other fields, where your deals carry them. |
| “What was our win rate in 2025”, “win rate this quarter”, “win rate by owner in 2025” | Ask: the deals that closed in that period. |
| “Win rate by quarter”, “win rate by month in 2025”, “is our win rate improving” | Ask: one rate for each quarter or month the deals closed in. |
| “Win rate for deals over 50k” | Ask: the rate among those deals only. The sentence names the condition. You can also name a value your deals hold, such as a deal type. |
| “Win rate for deals created in 2025” | Ask: the deals created in 2025, and what became of them. |
| “Which rep has the best win rate”, “top 5 owners by win rate” | Ask: every group, each with its closed deals. “Best” ranks nothing, and a number is not applied. For a number, the notes under the answer say so: “I did not narrow this to “top 5”: every group is shown, each with the closed deals its win rate rests on.” To rank reps, read See how each rep is doing. |
What Ask does not give you
- A win rate of one outcome alone. A win rate is won out of won and lost, so it has no meaning for the won deals alone, the lost deals alone or the open ones.
- A win rate of contacts or companies. A person or a company has no outcome of its own. Asked for “win rate for contacts”, Ask gives the Executive Read for all your deals and says: “I could not narrow it to “contacts” here.”
- A win rate cut to the top few groups. One on a handful of deals would stand beside one on hundreds.
If it did not work
The win rate here is not the one in your CRM
Why: Your CRM’s report may count open deals, read the date a deal was created, or count by value. MarqIQ counts won out of won plus lost, reads a period on the close date, and gives the rate by value beside the count.
Fix: Compare like with like. The line under the figure gives the closed count and the dates read. Open Where every number comes from under the answer to see how to filter and count the same deals in your tool.
Ask says no deal closed in a period when you know deals were won
Why: The period is the date each deal closed. A won deal with no close date is in no period, and one whose close date is still to come is not counted.
Fix: Ask “won deals with no close date” to list the first kind, then fix the dates in your tool. If you meant the date the deals were created, say so: “win rate for deals created in 2025”.
You asked for a split and got one win rate for all your deals
Why: Your deals hold no field of that kind. Asked “which region has the best win rate” on deals with no region, Ask gives the Executive Read for all your deals and says: “I could not split it by region here.”
Fix: Split by a field your deals do carry, such as the deal owner.
Ask says “A win rate needs the won and the lost deals.”
Why: A win rate is won out of won and lost, so it cannot be narrowed to the won deals, the lost deals or the open ones. Ask says so for “win rate for won deals” and “win rate of open deals”, rather than giving a rate for all your deals.
Fix: Ask for the win rate of all your deals or of the deals closed in a period. For the won deals themselves, ask “how many deals did we win in 2025”.
There is no rate by value
Why: The closed deals are priced in more than one currency, which Ask never adds together, or no closed deal carries an amount. The answer says which.
Fix: Nothing to fix for mixed currencies. If your deals should carry an amount and do not, fill it in your tool and run a sync.
Next steps
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