Sales close rate (win rate) benchmarks
Sales close rate (win rate) is the share of sales opportunities that end up won — the starting point (all pipeline vs. proposal stage only) changes the number a lot. Here is every published figure we can show, side by side, with what each one counts.
15% to 22%
HubSpot's 2026 benchmark puts the average close rate across industries at 20% (Software 22%, Finance 19%, Biotech 15%), measured from its own sales-trend survey without a disclosed sample size. RAIN Group's Center for Sales Research, surveying 472 sellers and sales executives, measures a narrower, later stage — the percent of opportunities that reach a formal proposal or quote that are then won — and finds a 47% overall average, with Elite performers (top 7%) at 73%, Top performers (top 20%) at 62%, and the remaining 80% at 40%. These are not the same statistic: HubSpot's 20% likely counts from earlier in the pipeline (or a different survey population) than RAIN Group's proposal-stage 47%, which is exactly the kind of stage mismatch that makes two real, well-sourced numbers look contradictory. 6 figures from 2 sources, grouped by what they count (new-logo opportunity win rate, customer-expansion opportunity win rate is charted too, but not part of the headline range). We never average them.
Published sales close rate (win rate) figures by way of counting, from 18% to 45%. Every figure is listed in the source list below.
Tap or hover a point to see its source.
Source by source
Open any source for its definition, sample and method.
HubSpotAverage close rate for sales in 2026 · Updated 2026-08-0720%general close rateGrade B
- What counts
- "Close rate" across industries and by industry; exact starting point (all opportunities vs. a later stage) not stated on the page.
- Statistic
- Average
- Sample
- Not disclosed; page cites a "HubSpot 2024 survey" and HubSpot's Sales Trends Report without a respondent count
- Data window
- Not stated
- Method
- Cites a "HubSpot 2024 survey" and HubSpot's Sales Trends Report; sample size and exact methodology not disclosed.
- Published cuts
- industry
- Limitations
- Sample size and exact funnel starting point not disclosed
- Self-reported survey data
- Licence
- HubSpot's Terms of Service (Section 6.1) restricts copying "HubSpot Content" as part of the software service; silent on citing published blog-post figures. Treated as quote-eligible.
- Checked
- Sep 30, 2026 · Read the source
Ebsta and Pavilion2025 GTM Benchmarks Report · 2025 edition18%new-logo opportunity win rate45%customer-expansion opportunity win rateGrade B
- What counts
- Win rate, split by deal type: new-logo (new customer) opportunities and customer-expansion (existing customer) opportunities. A prior research pass found two conflicting secondary summaries of this report's year-over-year win-rate change; a closer read of the report itself resolves this by showing the two deal types were being described separately, not two conflicting figures for one statistic.
- Statistic
- Observed win rate, reported separately for new-logo and customer-expansion opportunities
- Sample
- 655,000 B2B opportunities analyzed, $48 billion in pipeline value, 349 high-performing companies and 2,000+ CROs referenced
- Data window
- 2024 performance, reported in the 2025 edition
- Method
- Ebsta's analysis of opportunity/pipeline data from its CRM platform, produced in association with Pavilion, split out by deal type (new logo vs. expansion).
- Published cuts
- deal type (new logo vs. customer expansion) · channel efficiency · seller performance
- Limitations
- Report is gated behind a contact-detail form, so the figures could not be re-verified against a freely accessible public page
- Exact denominator wording for "win rate" is not separately spelled out in the material reviewed
- Population skews toward UK/US tech firms
- Licence
- Reported here as factual findings in our own wording and presentation, with attribution and a link to the source. This is not a claim that Ebsta and Pavilion has granted a reproduction licence, and we do not copy its prose, charts, tables or page design. The figures come from a gated report (available after submitting contact details); no explicit restriction on citing the published findings was found, but the report's own cover-page terms have not been independently reviewed. Flagged for review.
- Checked
- Oct 1, 2026 · Read the source
1 more publishers, linked but not quoted
These publishers' terms do not allow their figures to be reproduced without permission (or we could not confirm that they do), so we link to their reports instead of showing the numbers.
- RAIN Group: Average Sales Win Rates: How Do You Compare? · Last updated 2026-06-11
By industry
Selected figures, each with its source. Full tables live in each publisher's report.
Why sources disagree
Each factor moves the number on its own.
Starting point: all opportunities, or only those that reached proposal
RAIN Group's 47-73% figures measure only opportunities that already reached a formal proposal or quote — a later, pre-qualified stage where many weaker opportunities have already dropped out. A close rate measured from all created opportunities (which is what HubSpot's 20% appears to be, though its exact starting point isn't stated) will always look lower for that reason alone, independent of any real performance difference.
Self-reported survey vs. performance-tier segmentation
HubSpot's figure is a single average from a sales-team survey. RAIN Group's is explicitly segmented into Elite (top 7%), Top (top 20%) and The Rest (80%) performance tiers — comparing your own rate to RAIN Group's "47% average" without checking which tier you'd fall into understates how much the tiers themselves differ (73% vs. 40%, nearly 2x).
"Close rate" and "win rate" are usually synonyms, but not always the same stage
Both terms are used for both the general and the proposal-stage statistic above, so the label alone doesn't tell you which one a given source means — check the source's own definition of the denominator (all opportunities vs. proposals/quotes only) before comparing.
What is a good sales close rate (win rate)?
It depends on how your platform counts and who you send to.
If you're using a general, survey-based close rate
HubSpot's 2026 benchmark states the average sales close rate across industries is 20%, with Software at 22%, Finance at 19%, and Biotech at 15%. The page cites a "2024 survey" and its own Sales Trends Report but does not disclose respondent count.
If you're measuring from the proposal/quote stage
RAIN Group's Center for Sales Research (472 sellers and sales executives, companies from 10 to 5,000+ salespeople, last updated 2026-06-11) found a 47% overall average win rate on opportunities that reached a proposal or quote, with a wide spread by performance tier: Elite Performers (top 7%) 73%, Top Performers (top 20%) 62%, The Rest (remaining 80%) 40%. Because this measures only opportunities that already reached proposal stage, it is not directly comparable to a close rate measured from earlier in the pipeline.
Market-wide momentum (context, not a single figure)
The Ebsta x Pavilion 2025 GTM Benchmarks report (655,000 opportunities, $48B in pipeline) describes B2B win-rate performance as having deteriorated year over year, driven by longer buying cycles and larger buying committees — useful context for why your own win rate might be trending down even if your process hasn't changed, but we could not confirm one single, clean absolute win-rate percentage from this report this pass (different summaries of it report different numbers), so no figure from it is used as a comparison point here.
How to calculate sales close rate (win rate)
- State the starting point: all opportunities created, or only those that reached a proposal/quote stage — RAIN Group's data shows this alone can be worth 20+ points.
- An "average" close rate can obscure a large spread by performance tier; RAIN Group's Elite-vs-Rest gap is nearly 2x (73% vs. 40%) on the same statistic.
- Exclude opportunities still open (neither won nor lost) from the denominator, or your rate will be understated relative to a benchmark that excludes them.
Questions about sales close rates
Tools to measure and improve it
Chosen for what they do, not ranked.
Sources and licence notes3 sources · 2 quoted · 1 linked only · checked Oct 1, 2026
- HubSpot, Average close rate for sales in 2026 · Updated 2026-08-07 · last checked Sep 30, 2026HubSpot's Terms of Service (Section 6.1) restricts copying "HubSpot Content" as part of the software service; silent on citing published blog-post figures. Treated as quote-eligible.
- RAIN Group, Average Sales Win Rates: How Do You Compare? · Last updated 2026-06-11 · last checked Sep 30, 2026Linked only. PENDING: the main rainsalestraining.com site's terms of use were not located this pass (only a terms page for a separate onlinelearning.rainsalestraining.com subdomain was found, which may not cover this content). Link only until confirmed; cited here by name and figure only.
- Ebsta and Pavilion, 2025 GTM Benchmarks Report · 2025 edition · last checked Oct 1, 2026Reported here as factual findings in our own wording and presentation, with attribution and a link to the source. This is not a claim that Ebsta and Pavilion has granted a reproduction licence, and we do not copy its prose, charts, tables or page design. The figures come from a gated report (available after submitting contact details); no explicit restriction on citing the published findings was found, but the report's own cover-page terms have not been independently reviewed. Flagged for review.
These are figures reported by the platforms themselves about their own customers; we do not measure them ourselves. Found an error or a newer edition? Tell us