Services
Sales
Win-Rate & Velocity Analysis
Diagnose why win rates are declining or deal cycles are stretching, and pinpoint the root causes in your data.
Performance
Win rate and deal velocity are the two metrics most sales teams think they understand and most don't measure accurately. Win rate is usually calculated wrong because it ignores open deals. Velocity is usually reduced to average days to close, which hides the distribution. When we rebuild both metrics from the ground up, segmented by deal type and rep, the picture that emerges is almost always different from what leadership assumed. That difference is where the opportunity lives.
Win rate and deal velocity are the two most important sales metrics that most companies measure poorly. Win rate is usually calculated as closed-won divided by total closed, which ignores deals still open and overstates performance for teams with long cycles. Deal velocity is usually not measured at all, or measured only as average days to close, which hides the distribution and the trends.
The strategic problem is that win rate and velocity move in opposite directions when something is wrong. Qualifying harder increases win rate but slows velocity. Rushing deals increases velocity but kills win rate. Understanding which lever to pull, and for which segment, requires decomposing both metrics by deal type, rep, source, and time period.
What we do
We calculate accurate win rates and deal velocities segmented across deal size, source, rep, and competitive scenario. We analyze how both metrics have trended over time, identify which segments are driving improvement or deterioration, and look at the relationship between velocity and win rate to find where the tradeoffs are happening.
For context on what this type of analysis typically surfaces, read why deal velocity is the metric most sales teams ignore.
Deliverable
A win rate and velocity analysis with segmented metrics, trend analysis, segment-level findings, and recommendations for where process changes, coaching, or qualification criteria adjustments will have the highest impact.
Outcome
A clear picture of where you're winning and why, where you're losing and why, and where speeding up or slowing down would actually improve outcomes. That's more useful than knowing your aggregate win rate went from 22% to 24%.
How Fendrix Recovered $1.2M in Stalled Pipeline and Closed $400K Within 60 Days — recovered $1.2M in stalled pipeline and closed $400K within 60 days.
See how it worked in practice: Apex Advisory increased proposal win rate by 31%.
Best Fit
If your sales cycle is getting longer without an obvious cause, or if win rate feels acceptable but pipeline math still doesn't add up, this analysis will show you what's moving underneath the aggregate numbers. Also valuable before any significant change to sales process or qualification criteria, as a baseline to measure against.