Traditionally, after gross revenue, tracking win rates is one of the most widely measured metrics in sales. Many studies and research projects focus on tracking win rates as a key performance indicator, and the prevailing vision is "the higher, the better." And any of my clients routinely track win rates, too.
http://www.membrain.com/blog/why-you-should-stop-tracking-win-rates-and-what-to-track-instead
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