Win rates in B2B software fall from 35% on smaller deals to 30% on deals above $100k ACV. Competing deals drop to 30% vs. 35% uncontested.
A 30% win rate means nothing without knowing what deals are in your denominator. The difference between 21% across all pipeline entries and 29% for qualified opportunities only tells you whether your early-stage filtering is working—an 8-point spread suggests deals are entering the pipeline that should not.
When you benchmark your win rate, match it to your deal size and your definition of "won" and "closed." Comparing your $50k mid-market deals to a competitor's enterprise benchmarks will mislead your forecast.
Deal size is the strongest predictor of win rate in B2B software. The pattern holds because larger deals accumulate friction: more stakeholders to align, longer approval cycles, and more competitors in the consideration set.
Deals under $50k typically see win rates of 25–35%. Mid-market SaaS in the $10k–$50k range has a median of 24%, with top performers at 28%. Once a deal exceeds $100k, win rates drop sharply to 12–18%. Enterprise deals averaging 13 decision-makers in 2026 sit at the low end.
Within the $10k–$100k band that dominates most SaaS sales teams, the curve is gentler. Revspire data from October 2025–September 2026 shows 35% on $10k–$20k deals, 33% on $20k–$100k, and 30% above $100k—a five-point drop across the range, not a cliff.
Nine in ten B2B software deals face a named competitor. Those deals convert at 30%. Uncontested deals convert at 35%—a five-point tax for competing, consistent across deal sizes.
When a prospect has already started a buying process with a competitor, the deal is no longer a fair probability calculation. You are not competing against "no decision"; you are competing for displacement. That difference shows up in closed-lost analysis: when you lose to a named competitor, ask whether you were in the deal early enough to shape the evaluation criteria, or whether the prospect had already decided on the playing field before you entered.
If your win rate is well above the benchmark for your deal size, you are likely running tight qualification: fewer opportunities in the pipeline means higher close rates on what you work. If you are well below it, the pipeline likely includes too many early-stage or weak opportunities, or you have a competitive positioning problem.
For mid-market teams selling $10k–$50k deals, aim for 24% as a floor and 28%+ as a healthy target. For enterprise teams selling above $100k, 15–18% is the median range; anything below 12% suggests either very early-stage pipeline or a sales execution or product gap. Track your win rate separately for deals with and without a competitor: the delta tells you whether you are losing on competition or qualification.
| Figure | Source |
|---|---|
| Win rates on B2B software deals range from 35% on $10k–$20k ACV deals to 30% on deals above $100k. | B2B SaaS Win Rate & Sales Cycle Benchmark (2026) | Revspire |
| B2B software deals facing a named competitor were won 30% of the time, vs. 35% of deals with no competitor. | B2B SaaS Win Rate & Sales Cycle Benchmark (2026) | Revspire |
| For mid-market SaaS deals between $10k and $50k ACV, median win rate is 24%, with top performers reaching 28%. | Win Rate Benchmarks by Industry, Deal Size, and Source in 2026 | Landbase |
| Enterprise deals above $100k ACV typically land between 12–18% win rate. | Win Rate Benchmarks by Industry, Deal Size, and Source in 2026 | Landbase |
| Enterprise deals in 2026 average 13 decision-makers per deal. | Win Rate Benchmarks by Industry, Deal Size, and Source in 2026 | Landbase |
Larger deals require alignment from more decision-makers—enterprise deals average 13 stakeholders in 2026—and trigger longer procurement and security reviews. Each additional stakeholder increases the odds that one person will say no, and each review adds a competitor opportunity.
It depends what you want to know. Win rate on all pipeline entries shows whether your early qualification is working; win rate on qualified deals only shows sales execution. The 8-point gap between them (21% vs. 29% benchmarks) usually means weak early-stage deals are inflating your denominator.
It depends on deal size. A 30% win rate on $10k–$20k deals (vs. benchmark 35%) is slightly low. On $500k deals it would be excellent—benchmarks sit at 10–18%. Match your rate to your actual ACV, not the company average.
Competing deals close at 30%; uncontested deals at 35%. The five-point penalty is consistent. If 90% of your pipeline is competitive, that five-point tax bakes into your overall rate. Early discovery work that positions you before competitors enter the deal protects margin.
First, separate qualified deals from weak pipeline. If both are below benchmark, you have a sales execution or product gap. If only qualified deals are below, tighten early qualification. If only the overall rate is low, early-stage deals are diluting it and should be disqualified faster.
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