B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
47%
47% -- sales win rate for B2B sellers and sales leaders (2026)
A survey of 472 sellers and sales leaders by RAIN Group Center for Sales Research found an average win rate of 47% for opportunities proposed or quoted.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
47%
Unit
Percentage
Data Vintage
2026
Entity
Sample Size
472
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
RAIN Group Center for Sales Research
Primary
Tier B
https://www.cobl.ai/fr/blog/sales-win-rate ↗
Source Article
Sales win rate: how to measure and improve it - Cobl
Ask ten sales leaders for their win rate and you will get ten different numbers, calculated ten different ways. That is not a data problem. It is a definition problem, and it makes the single most scrutinized metric in B2B sales almost useless for decision making.
The bigger issue comes next. Once t…
Original Research
RAIN Group Center for Sales Research
· Original study ↗
Methodology
RAIN Group Center for Sales Research survey of 472 sellers and sales leaders; win rate anchored at proposal/quote stage
Methodology documented
Segmentation
Industrymarketing
Cite this stat
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B2B sellers and sales leaders: 47% sales win rate. Source: RAIN Group Center for Sales Research (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/rain-group-avg-win-rate-proposal-stage
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<blockquote cite="https://lighthousedata.io/data/rain-group-avg-win-rate-proposal-stage" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>47%</strong> -- sales win rate for B2B sellers and sales leaders<br><small>Source: RAIN Group Center for Sales Research (2026) · <a href="https://lighthousedata.io/data/rain-group-avg-win-rate-proposal-stage" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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