Most teams quote a single win rate that hides more than it reveals. The Win-Rate Calculator computes the four numbers that actually diagnose performance – win rate, competitive win rate, advance rate and revenue-weighted win rate – by segment, so you can see where you are strong, where you are weak, and what to fix next.
This page explains what the calculator does, the formulas behind it, the inputs it needs, and how to read the output. It is the tool behind How to Calculate Proposal Win Rate.
One win rate is a headline. Four, segmented, are a diagnosis.
What the calculator does
Given your last period’s outcomes, the calculator returns:
- Win rate, overall and by segment.
- Competitive win rate, excluding no-decisions.
- Advance (shortlist) rate, the earlier signal.
- Revenue-weighted win rate, to catch losses on the largest deals.
- A short read, flagging which stage is the likely constraint.
The value is not the arithmetic – that is simple. It is forcing the same definitions and the same segments on every period, so the numbers are comparable.
The four formulas
| Metric | Formula | What it tells you |
|---|---|---|
| Pursuit rate | Submitted / received | How selective you are |
| Advance (shortlist) rate | Shortlisted / submitted | Whether the written response survives |
| Win rate | Won / submitted | Execution on pursued bids |
| Competitive win rate | Won / competitive decisions | Head-to-head performance |
| Revenue-weighted win rate | Value won / value submitted | Whether you win the deals that matter |
Exclude undecided bids from all of them, and report each by segment – deal size, industry, incumbent vs new business, and competitor.
Inputs the calculator needs
- RFPs received in the period.
- Proposals submitted (decided outcomes).
- Times shortlisted.
- Competitive decisions (excluding no-decisions).
- Proposals won.
- Value submitted and value won.
- Segments, so the above can be reported by deal size, industry and incumbent vs new business.
A single spreadsheet with these fields, updated monthly, is enough. The discipline is the same definitions and the same cadence every period.
Reading the output
The combinations point to different fixes:
| Advance rate | Win rate | Likely constraint | First move |
|---|---|---|---|
| Low | Low | Response quality | Fix compliance, structure and differentiation |
| High | Low | Final stage | Review pricing, orals and negotiation |
| Low | High | Strong in the room, weak on paper | Improve the written proposal |
| High | High | Working | Protect it and raise selectivity |
A gap between overall and competitive win rate points to no-decisions rather than losses to rivals; a gap between count-based and revenue-weighted win rate points to losses on the largest deals. For the fuller reading, see Shortlist Rate vs Win Rate.
How to build or use it
You can run the calculator in a spreadsheet or a simple form. To build your own:
- Set the definitions – especially what counts as submitted and as a competitive decision – and write them down.
- Capture the inputs monthly, by the same segments every time.
- Compute the four formulas, overall and by segment.
- Compare to benchmarks directionally, not as a target. See RFP Win-Rate Benchmarks and What Does a Good Win Rate Look Like?.
- Review quarterly, and act on the constraint the numbers reveal.
Frequently asked questions
What does the Win-Rate Calculator compute?
Win rate, competitive win rate, advance (shortlist) rate and revenue-weighted win rate, overall and by segment, with a short read on the likely constraint.
How do you calculate proposal win rate?
Won divided by submitted, times 100, excluding undecided bids. Report it by segment rather than as a single blended figure.
Why compute more than one win rate?
Because one number cannot tell you where the problem is. The four together show whether the constraint is the written response, the final stage, or the mix of deals you choose to pursue.
What inputs do I need?
RFPs received, proposals submitted, times shortlisted, competitive decisions, proposals won, and value submitted and won – captured by segment, monthly.
Should I compare my numbers to benchmarks?
Only as a sanity check. Compare against your own segmented history first; use benchmarks to orient. See RFP Win-Rate Benchmarks.
Next step
Use the Win-Rate Calculator to compute your four numbers for the last quarter, then act on the constraint they reveal. See How to Calculate Proposal Win Rate for the formulas and How to Improve Your RFP Win Rate for what to do next.
References
- Loopio, 2026 RFP Response Trends & Benchmarks Report (1,500+ teams, developed with APMP): average win rate ~45% (2019-2026); pursuit rate ~55%.
- AutoRFP.ai, 2026 Proposal Win Rate Report (94 bid professionals): high-win teams’ median shortlist rate of 63%.
Figures are attributed to their sources and dated. Where a source is a vendor benchmark, the sample size is stated.