Opportunities Lost/Won
TL;DR
Opportunities Lost/Won measures the outcomes of sales opportunities—how many deals were closed as “won” or “lost” over a given period. In B2B SaaS, this metric is essential to evaluating sales performance, forecasting accuracy, and understanding customer buying behavior. Tracking it helps sales teams identify patterns, improve close rates, and learn from losses.
What is Opportunities Lost/Won?
This metric refers to the total number of sales opportunities that reached a final status of either Closed-Won or Closed-Lost in your CRM during a set timeframe (week, month, quarter).
- Opportunities Won = Deals where a contract was signed or payment received
- Opportunities Lost = Deals marked as lost due to pricing, timing, fit, competition, or disengagement
Example: If your team closes 30 opps in Q2—18 won and 12 lost—that’s your Opportunities Lost/Won breakdown.
Often, this metric is viewed alongside Win Rate and Lost Deal Reasons to drive insight and coaching.
Why It Matters in B2B SaaS
- It reflects sales effectiveness. Won opps mean revenue; lost opps highlight gaps in messaging, qualification, or timing
- It fuels forecast accuracy. Historical win/loss data improves revenue predictability
- It helps refine your ICP and GTM motion. Consistent losses in certain industries or deal sizes signal a positioning issue
- It supports sales coaching. Understanding who’s consistently closing (or losing) deals helps improve team performance
- It impacts resource planning. Lost opps may warrant product input, better enablement, or pricing strategy adjustments
How to Measure Opportunities Lost/Won
Step 1: Use CRM filters to count opportunities closed as:
- Won (Closed-Won)
- Lost (Closed-Lost)
Step 2: Define the timeframe (e.g., last 30 days, last quarter)
Step 3: Break down by:
- Rep or team
- Deal type (new logo, upsell, renewal)
- Industry, segment, or product line
- Lead source
Best Practices
- Enforce consistent stage definitions. Avoid opps being marked “won” before paperwork is signed
- Log loss reasons rigorously. Knowing why you lost matters more than how many
- Visualize trends. Spot cycles, rep patterns, or loss spikes tied to pricing or product feedback
- Debrief as a team. Weekly or monthly win/loss reviews create a feedback loop between sales, product, and marketing
- Use this to coach, not punish. Losses happen—what matters is what you learn and apply next time
Final Thought
Opportunities Lost/Won is the scoreboard for every sales rep, team, and motion. But it’s more than just counting wins—it’s about building repeatable success. If you track this metric with intention and insight, it becomes a launchpad for better positioning, sharper qualification, and ultimately, more revenue.
FAQs
Should I track this by count or value?
Both. Count shows sales activity volume; value shows revenue impact. Use together for a full picture.
How do I reduce lost opps?
Start with better qualification. Then fix consistent patterns—like pricing pushback, lack of urgency, or product gaps.
Should I include churned or no-response leads?
Only if they were created as formal sales opportunities. Otherwise, track them separately under lead lifecycle metrics.
What’s a good Won/Lost ratio?
It varies, but 2:1 or higher (twice as many wins as losses) is healthy for well-qualified opps in mid-market SaaS.
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