Two teams can both report "win rate" and get different numbers, because one divides by all deals and the other only by closed ones. Most arguments about numbers are really arguments about definitions. This lesson reads one KPI from top to bottom so you know exactly what you are measuring.
Open a KPI
Click any card, or open Win Rate directly. The KPI opens on the right, and the address now points to it, so Copy link gives a colleague the exact same page.
At the top are its other names. Also called matters: your CRM may say "close rate" and your finance team "deal win rate", and they are the same thing.
Read the definition and why it matters
The first sentence says what the KPI is, in plain words. Under it, Why it matters says what decision it helps you make. If you cannot say what you would do differently when the number moves, it does not belong on your dashboard.
Read the four facts
| Fact | Why you need it |
|---|---|
| Unit | So the number is shown right: 27% and 0.27 are the same, but only one reads well |
| Good is | Which way is good. Red for a rising churn rate, green for a rising win rate |
| Track | How often it moves enough to be worth looking at |
| Example | A typical value, to sense-check your own |
Read the formula
The Formula box spells out the calculation, with the operators set apart. For Win Rate: won deals divided by won plus lost deals. Open deals are not in it, and that one detail is what keeps two teams from reporting different numbers.
Check the benchmark and the data you need
Scroll down. Benchmark gives a typical range, but only where a range holds broadly across businesses. Where it does not, the atlas says so and tells you to compare with your own history, which is usually the better target anyway.
Data you need lists the fields your source must have. Check them before you promise a KPI: if your CRM does not record the stage a deal was lost at, you cannot report it.
Read the common mistakes
Common mistakes lists the ways this KPI usually goes wrong: the wrong denominator, a mixed definition, an average that hides the long tail. Read them before you build. They are cheaper to avoid than to explain in a meeting.
Follow the related KPIs
Read it together with links to KPIs that explain this one. Win rate next to pipeline coverage and sales cycle length tells a story; win rate alone does not. Use the Up and Down arrow keys to move to the next KPI in the list, and Esc to close.
The next lesson looks at the charts.