The win rate went up. Every segment went down.

A rising win rate is one of the easiest numbers in a business to misread, and one of the most expensive, because of what gets funded next.

By Steve 5 min read
Abstract bridge artwork for The win rate went up. Every segment went down.

A sales director reports that the win rate has moved from 32% to 37% over two quarters. The natural reading is that the sales process got better: sharper qualification, tighter proposals, a team that has learned something. Budget follows the reading. Headcount follows the budget. But an aggregate win rate is a weighted average, and the weights are set by marketing, not by sales. When the mix of where opportunities come from changes, the aggregate can move in the opposite direction to every single one of its components. This is…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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