Sales / RevOps
Win Rate
The share of opportunities you win.
The fork, why two teams get different numbers
Two independent forks. (1) Count vs value: wins as a share of deals, or won
dollars as a share of contested dollars. (2) Denominator: closed-won over
(won + lost), or won over ALL created in the cohort (including still-open and
no-decision). Sales quotes the closed-only count rate (flattering); RevOps and
marketing quote the created-cohort rate, which includes the deals that quietly
died in the funnel and never reached a clean win/loss.
The trap
Count and value win rates diverge whenever winners and losers are different sizes, winning many small deals while losing a few whales flatters the count rate and sinks the dollar rate.
In the Metric Library
- The full trap, worked on a real export
- Every formula variant, spelled out
- The reconciliation anchor, what to tie it to and when to refuse
Reference: CRM/RevOps convention