The win rate doubled. The bid count halved.

Win rate is the one sales metric a team can improve by doing less, and telling disciplined qualification from quiet retreat needs a different set of numbers.

By Steve 5 min read
Abstract bridge artwork for The win rate doubled. The bid count halved.

A sales team reports that win rate has gone from roughly a fifth of bids to nearly half. The commentary writes itself: better qualification, sharper positioning, a more disciplined pipeline. And it may be all three. But win rate is a ratio, and the denominator is not given to you by the market: it is chosen by the people being measured. A team can double the number without winning a single extra piece of work, simply by declining to enter contests it thinks it will lose. That is sometimes exactly…

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