Win Rate
Win Rate: The percentage of qualified opportunities closed in the period that were won.
Formula
Win Rate = Deals Won / (Deals Won + Deals Lost) × 100Computable definition
The canonical formula in the GASP formula grammar. The MCP server compiles it to SQL over the datasets listed below.
count(field.opportunity_id where field.opportunity_stage = 'closed_won' and in_period(field.close_date)) / count(field.opportunity_id where field.opportunity_stage in ('closed_won', 'closed_lost') and in_period(field.close_date))Unit: percent (the formula yields an unscaled ratio)
Breakdowns
by_channel: one row perchannelvalue
Notes: Excludes open deals and deals disqualified before the qualified stage. by_channel returns one row per acquisition channel the opportunities came through, the comparison behind channel budget decisions.
Data requirements
Grain: Per event, aggregate monthly · Frequency: Daily sync · Aggregation: aggregate (month) · Staged: no · Main source: CRM.
| Field | Dataset | Type |
|---|---|---|
close_date | opportunity | date |
opportunity_id | opportunity | string |
opportunity_stage | opportunity | string |
snapshot_date | opportunity | date |
Example SQL (Postgres)
SELECT (CAST((SELECT COUNT(opportunity_id) FROM opportunity WHERE snapshot_date = :period_end AND (opportunity_stage = 'closed_won' AND (close_date >= :period_start AND close_date <= :period_end))) AS DOUBLE PRECISION) / NULLIF((SELECT COUNT(opportunity_id) FROM opportunity WHERE snapshot_date = :period_end AND (opportunity_stage IN ('closed_won', 'closed_lost') AND (close_date >= :period_start AND close_date <= :period_end))), 0)) AS win_rate Access: recommended
sensitivity tier confidential,
access scope department-scoped.
Guidance your policy engine enforces.
From an agent: with the GASP MCP server, call
lookup_metric({ "name": "Win Rate" }) or generate_query({ "metric": "Win Rate", "adapter": "<your adapter JSON>" }).
What It Tells You
How effective the sales team is at closing qualified opportunities.
Common Mistakes
- Including unqualified leads (inflates denominator, deflates rate)
- Not specifying stage (win rate from MQL vs SQL vs Qualified Opp will differ dramatically)
- Comparing across deal sizes without adjusting expectations
Related Metrics
Connected in the GASP relationship graph.
Upstream: what drives this
- Sales Cycle Length reduces Win Rate (Sales)
Downstream: what this drives
- Win Rate drives New MRR (Core)
- Win Rate measures Opportunity (Entity)