The win rate is 62%. You bid on one deal in three.

A high win rate is usually read as evidence of a strong sales process. It can just as easily be evidence of a small denominator.

By Steve 4 min read
Abstract bridge artwork for The win rate is 62%. You bid on one deal in three.

Win rate is one of the few sales metrics that almost everyone tracks and almost nobody interrogates. It is a ratio, and the business controls the denominator. A firm that bids for everything will report a low win rate. A firm that bids only where it has an incumbent relationship, a warm referral and a friendly specification will report a high one. Both numbers are accurate. Neither says much on its own about commercial performance. The interesting question is not whether the win rate is high. It is whether the…

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