2019 was my agency’s best year. We did $2M in revenue and kept $1M in profit. We won 12% of the deals we pitched.
In 2018, we did $1.1M and kept $400K. We won 34% of the deals we pitched. That’s almost 3 times as many yeses and $600K less in the bank.
If we were just looking at win rate, it would appear we got worse the next year. We weren’t.
Watching win rate go down in isolation can give you the wrong story. You might think you’re getting worse at sales. You might think the market is getting tougher. You might think you’re not attracting enough of the right people.
The more useful metric to track instead of win rate is profitability. Not just the percentage, but the actual amount of money you keep at the end of the day, week, month, and year. If those numbers are going up, you’re doing great.
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Your work is great. That’s not the problem.
