Hit rate, also known as win rate, is the percentage of deals or opportunities that result in a successful sale. It’s a key performance metric used to measure sales effectiveness, often calculated over a specific period, per rep, team, product, or channel.

A high hit rate often signals a strong qualification process, resonant messaging, and efficient deal closing. A low hit rate may indicate issues with targeting, positioning, product fit, or sales execution.

Formula:

Hit rate = (Number of closed-won deals ÷ Number of total opportunities) × 100

Example:

If a rep handles 50 sales opportunities in a quarter and successfully closes 10, the hit rate would be: (10 ÷ 50) × 100 = 20%