Opportunity-to-Customer Rate | GTM Metrics

GTM Metric

Maximize sales closing effectiveness

Track the percentage of sales opportunities that result in closed-won deals. Optimize your sales process, proposal quality, and negotiation skills to improve win rates.

Opportunity-to-Customer Rate Dashboard

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Overall Win Rate

22%

+22.2%

Enterprise Deals

35%

+25%

SMB Deals

15%

+25%

Average Sales Cycle

45 days

-18.2%

Trend Analysis

Current

Connected to Salesforce

Updated 2m ago

Why Opportunity-to-Customer Rate Matters

Essential insights for optimizing your go-to-market strategy

Key Insight #1

Enterprise opportunities typically have 2x higher win rates

Key Insight #2

Proper qualification reduces pipeline bloat and improves actual win rates

Key Insight #3

Shorter sales cycles often correlate with higher win rates

How to Calculate

Formula

Closed-Won Opportunities ÷ Total Opportunities × 100

Benchmarks

Industry Average:15-25%

Good Performance:25-35%

Excellent Performance:> 35%

Trend Analysis

Implementation Guide

How to track this metric effectively with Airbook's integrated platform

1. Connect Your Data

Connect your CRM, marketing tools, and analytics platforms with Airbook's 150+ connectors. Data syncs automatically and gets transformed into analysis-ready tables.

2. Build Your Analysis

Use our collaborative workspace to calculate this metric with SQL or no-code tools. Create segments, time periods, and cohort analyses across all your data sources.

3. Track & Act

Build auto-refreshing dashboards, set up threshold alerts, and track trends over time. Share insights across teams and trigger actions based on your metrics.