Opportunity-to-Close Rate: Win More of the Quotes You Send

Note — The source doesn’t publish its stage definitions; these are our plain-language readings.

Your opportunity-to-close rate, or win rate, is the share of the quotes or proposals you sent in a period that became sales. It’s the same question the Funnel Walk asks: “Out of 10 quotes or proposals, how many turn into a sale?”

• Count every quote you sent, not only the ones marked won or lost. Quotes that went quiet are where this stage leaks, and leaving them out makes the rate look better than it is.
• Check after your usual sales cycle, so open quotes have had time to close.
• Start counting on the day the quote or proposal goes out. If your CRM creates the deal earlier, use the quote date.

About the benchmark column — The source’s last column is “Opportunity to Closed”; we read it as deals won. An older version of the source page labelled the same column “SQL to Closed”.

Across the 30 industries in First Page Sage’s “B2B Sales Funnel Benchmarks” (updated August 10, 2026), the “Opportunity to Closed” rate, which we read as deals won, runs from 37% (B2B SaaS) to 66% (Higher Education). Here are 12 of them:

A reference point, not a verdict. Source: First Page Sage, “B2B Sales Funnel Benchmarks” (updated August 10, 2026).

1. 01
   No follow-up date. The quote goes out and nobody owns the next touch, so the next step is left to the buyer. Check: does every open quote have an owner and a follow-up date in your CRM?
2. 02
   One contact only. The quote sits with one person at the buyer, who may not be the one who signs. Check: on each open deal, who else at the buyer has seen the quote?
3. 03
   No agreed next step. The call ends with “we’ll get back to you” instead of a date. Check: did the buyer agree to a time to go through the quote with you?
4. 04
   Stale quotes. A quote with no activity for weeks is a decision nobody is making. Check: how many open quotes have had no activity in the last week?
5. 05
   Unclear proposal. The buyer can’t tell what they get, what it costs, or how long the price holds. Check: does the proposal show priced options, a validity date and the next step?

1. 01

   Follow up until you get a yes or a no

   Follow up every quote within 2 business days, then on a set schedule until you get a yes or a no. Write the schedule down (which day, which channel, who) so it doesn’t depend on anyone remembering.

   Automation build: Follow-up & Recovery Sequences
2. 02

   Flag stalled deals

   Flag quotes with no activity for a week and call those buyers first. To do it by rule, the Stalled-Deal Alerts build alerts the deal’s owner and their manager, with a prompt for the next step, when a deal has sat in a stage for more than twice the median time deals spend there.

   Automation build: Stalled-Deal Alerts
3. 03

   Agree the next step before you send

   Before a quote goes out, agree with the buyer on a date to go through it together, and ask who else should be there. Send the quote with that meeting already booked, so the next step belongs to both of you.

4. 04

   Record why you lose

   When you lose, ask why and record the reason in your CRM. Use a short picklist (price, timing, chose someone else, no decision) and review the reasons every month. Fix the top reason before you touch your prices.

5. 05

   Check every proposal before it goes out

   Three things on every quote: priced options, not one take-it-or-leave-it number; a validity date, so the buyer knows when the price ends; and the next step, with a date and a name.

QUOTE FOLLOW-UP SCHEDULE · [Team] · [date]
1. Before sending. Review meeting booked with the buyer for ________. Also attending: ________.
2. First follow-up. Within 2 business days of sending. Owner: ________.
3. Then every ____ business days, switching channel (call, email), until a yes or a no.
4. No activity for a week. Flag it. The owner calls that buyer first.
5. Validity date. Ask for a decision: renew the quote, or close it as lost with a reason.
6. Monthly review. Loss reasons and stalled quotes, owned by ________.

• Check it every month, and watch time to close alongside it: how long your quotes take to become sales.
• Compare it with your own industry’s row in the table above, not with the whole range.
• If more than one stage of your funnel needs work, audit the whole process: How to Run a Sales Process Audit.