B2B win rate benchmarks.
The average B2B team wins about one in five new-business opportunities, and roughly half of the deals that reach a formal proposal.
Last updated: September 2026
The average B2B new-logo win rate is 19%, according to Ebsta and Pavilion’s 2025 GTM Benchmarks, which analyzed 655,000 opportunities.1 Counted only on deals that reach proposal or quote, win rates are far higher: RAIN Group’s survey of 472 sellers and executives puts the average at 47%.2
The two numbers are not in conflict. They use different denominators. Always check which one a benchmark uses before you compare your team to it.
Win rates at a glance.
Win rate by definition and segment.
Most of the spread in published win rates comes from what gets counted as an opportunity. Here is how the main benchmarks line up.
| Win rate | What is counted | Source | |
|---|---|---|---|
| New logo | 19% | New-business opportunities in CRM data (655,000 opportunities, $48B pipeline) | Ebsta × Pavilion 20251 |
| Expansion | 45% | Upsell and cross-sell opportunities with existing customers | Ebsta × Pavilion 20251 |
| Top vs. rest | 43% higher | Top performers’ win rate compared with lower performers on the same data set | Ebsta × Pavilion 20251 |
| Proposal stage | 47% | Opportunities proposed or quoted, all survey respondents (self-reported) | RAIN Group2 |
| “The Rest” | 40% | Proposal-stage win rate for the bottom 80% of respondents by results | RAIN Group2 |
| Elite performers | Nearly 75% | Proposal-stage win rate for the top 7% of respondents | RAIN Group2 |
| Training rated highest | 58% vs. 47% | Organizations rating their sales training 4.0–5.0 out of 5 vs. those rating it 3.0–3.9 | RAIN Group 20233 |
Ebsta’s figures come from CRM and activity data; RAIN Group’s come from a survey, so they reflect what respondents report. Treat them as two different lenses, not one trend line.
What the numbers mean.
Start by fixing your definition. If your CRM counts every qualified opportunity, 19% is the relevant comparison.1 If you only count deals where a proposal went out, compare yourself to the 40–47% range in RAIN Group’s data.2 Mixing the two is the most common reason leaders think their team is better or worse than it is.
Next, split new logo from expansion. Ebsta’s data shows existing customers close at more than twice the rate of new logos, 45% versus 19%.1 A blended win rate hides whether your hunters are actually winning.
Finally, look at the spread between your best and your average sellers. Ebsta found top performers win at a 43% higher rate than the rest, and that involving decision makers in the first two stages lifts win rates by 55%.1 Gartner’s buyer research points the same way: buying groups that reach consensus are 2.5 times more likely to report a high-quality deal.4 The gap is mostly about who reps talk to, and how early.
Want to know where your win rate is leaking?
We shadow live calls, find the stage where deals stop moving, and build the fix around your motion.
How to improve win rate.
Disqualify earlier
Win rate rises when weak deals leave the pipeline before proposal. Teach reps to test for a real problem, a real budget, and a real decision process in the first two meetings.
Sales qualification training 02 · ReachGet to the decision maker early
Ebsta links early decision-maker involvement to a 55% win-rate lift. Reps need a reason to be heard at that level and a plan to multithread beyond their first contact.
Multithreading training 03 · DiagnoseRun better discovery
Proposals win when they describe the buyer’s problem better than the buyer can. That starts with discovery that finds the business cost of doing nothing.
Improve win ratesClient-reported results.
These figures are reported by Accelerain Training clients after rollout. They are not industry benchmarks and are shown separately from the research above.
Benchmark your win rate.
Book a strategy call. We’ll look at how your team defines and measures win rate, where deals are lost, and which skills would move the number.
- No commitment — we scope and price it with you
- Customized concepts, in-depth training, or training plus 1:1s
- 30-minute sprint, half-day, one-day, or two-day formats
Where these numbers come from.
- Ebsta × Pavilion — 2025 GTM Benchmarks Report (2025)
- RAIN Group — Average Sales Win Rates: How Do You Compare? (updated 2026)
- RAIN Group — Making the Business Case for Sales Training: New Research on Supporting Top Performance (2023)
- Gartner — Gartner Sales Survey Finds 74% of B2B Buyer Teams Demonstrate “Unhealthy Conflict” During the Decision Process (2025)
Common questions about B2B win rates.
01What is a sales win rate?
A win rate is the share of sales opportunities that close as won, divided by all opportunities in the chosen set. Accelerain Training recommends tracking it two ways: on all qualified opportunities and on proposal-stage deals only, since benchmarks use both.
02What is a good win rate for B2B sales?
On all new-business opportunities, anything above about 19% beats the average, per Ebsta and Pavilion’s 2025 GTM Benchmarks. On proposal-stage deals, RAIN Group reports a 47% average, so a team closing more than half of its proposals is ahead of most.
03What is the average B2B win rate in 2025–2026?
The average new-logo win rate is 19%, according to Ebsta and Pavilion’s 2025 GTM Benchmarks, based on 655,000 opportunities and $48 billion in pipeline. Expansion deals with existing customers close at 45% in the same data.
04Why do published win rate benchmarks disagree?
Mostly because they count different things. Ebsta’s 19% covers all new-logo opportunities from CRM data, while RAIN Group’s 47% covers only opportunities that were proposed or quoted, as reported in a survey of 472 sellers and executives.
05What win rate do top sales performers achieve?
RAIN Group reports that its Elite Performers, the top 7% of respondents, win nearly three-quarters of proposed opportunities, compared with 40% for the bottom 80%. Ebsta’s CRM data shows top performers win at a 43% higher rate than the rest.
06How do you calculate win rate?
Divide opportunities won by opportunities closed (won plus lost) in a period, then multiply by 100. Decide up front whether you include every qualified opportunity or only proposal-stage deals, and keep new logo and expansion separate.
07How can a sales team improve its win rate?
Qualify harder and reach decision makers sooner. Ebsta and Pavilion found that involving decision makers in the first two sales stages lifts win rates by 55%, and Gartner finds buying groups that reach consensus are 2.5 times more likely to report a high-quality deal.
Ready to build a team that sells with conviction?
Book a strategy call to see how we turn the framework into repeatable behavior for your reps.