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HubSpot win rate is low: review lost deals

A win rate below 20% across decided deals suggests reps spend time on deals that were unlikely to close. Compare closed won against closed lost, review recent high-value losses and their lost reasons, then tighten qualification criteria for the early stages.

DealsDEAL-012DEAL-009Updated 2026-10-28

Why it matters

Every deal that enters the pipeline takes rep time, manager attention, and forecast space. A low win rate means much of that effort goes to deals that were never a fit, and the forecast carries them until someone closes them out.

High-value losses are the most useful ones to study. A large deal lost in the last month is fresh enough for the owner to remember why, and the reason often points to a pricing, positioning, or process gap that affects other deals too.

Win rate also depends on data discipline. If reps leave lost deals open instead of closing them, the measured rate looks better than reality, and if they close wins outside HubSpot it looks worse.

How to find it in HubSpot

  1. Open CRM > Deals and switch to the table view.
  2. Filter Deal stage is any of your Closed won stages and note the count, then repeat for your Closed lost stages. Win rate is won divided by won plus lost.
  3. For recent losses, add the filter Close date is in the last 30 days and Amount is greater than 10,000, with your Closed lost stages selected.
  4. Add the Closed lost reason, Deal owner, and Amount columns, and check whether the reason is filled in.
  5. If your subscription includes custom reports, build a report of closed deals by stage outcome and owner to see whether the rate differs by rep or source.

How to fix it safely

  1. Hold a short win/loss review on recent high-value losses with each owner. Record the real reason in the Closed lost reason property.
  2. Look for patterns: the same competitor, the same objection, or deals that skipped a stage.
  3. Write clear entry criteria for your first pipeline stages, using a framework such as BANT or MEDDIC, so unqualified opportunities stay as leads.
  4. Make Closed lost reason required when a deal moves to a lost stage, so the next review has data to work with.

How Ancil checks this

Rule
DEAL-012, DEAL-009
What it looks for
DEAL-012 compares closed won and closed lost deals. It needs at least 10 decided deals and fires when the win rate is below 20%. When Ancil read every deal, it uses those deals and stays silent if any closed deal has an unknown outcome. When deals were sampled, it uses HubSpot’s whole-portal won and closed totals and stays silent if those are unavailable. DEAL-009 lists closed lost deals with an amount of 10,000 or more and a close date in the last 30 days, using the whole-portal count when HubSpot provides a consistent one.
Severity
DEAL-012 is a warning. DEAL-009 is info.
Evidence shown
For DEAL-012, the won and decided counts. For DEAL-009, the count of recent high-value losses, whether it is exact, and the names and amounts of the lost deals Ancil read.
Governed fix
Not automated. Ancil reports the evidence and does not change any deal. Qualification criteria and win/loss reviews are decisions your sales team, or an INSIDEA expert, makes with you.

Frequently asked questions

What is a good win rate in HubSpot?

It depends on deal size, market, and how early deals are created. Ancil flags rates below 20% because at that level most pipeline effort goes to deals that do not close, which is worth a qualification review in almost any business.

Related checks

HubSpot pipeline with no closed won deals in 30 days HubSpot deals stuck in one pipeline stage Stale HubSpot deals with no recent updates HubSpot deal pipeline stages not being used

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