One of the first things I do in a new Salesforce is calculate Opportunity Win Rate globally. This metric can be used as a baseline to estimate the likelihood that current pipeline will close and to estimate how much pipeline should be generated in order to hit targets. To create an Opportunity Win Rate report in Salesforce, create an Opportunity Report and add over the following columns:

• Amount
• Won
• Closed
• Stage

With those fields added, then add two Summary Formulas:

• Win Rate %
• Loss Rate %

The Win Rate % Formula looks like this:

And the Loss Rate % Formula looks like this:

Run this report to see your Win/Loss Rate:

This is just ‘Global’ Win/Loss rate – this is just for All Opportunities. Beyond this high-level calculation, you can then apply per your market segments or per sales rep. This win/loss calculation gives you your high-level baseline win rate to apply across your open pipeline.