How to Calculate Win Rate (3 Formulas Compared) - Tomba.io

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1. Two things fall out of that table. “First, inbound beats outbound on win rate more or less universally — because the buyer self-selected. If your outbound win rate is higher than inbound, your inbound qualification is broken, not your outbound genius.” Second, "lost to no-decision" dominates enterprise. Gartner's research on B2B buying has repeatedly found that the status quo is the most common competitor, not a rival vendor. That reframes the fix: you do not beat no-decision with a feature battle card, you beat it with a cost-of-inaction case.

   In Inbound and outbound mix

2. Verify before you sequence. A validated address means a real inbox, which means the non-reply is a genuine signal about interest rather than a delivery failure. Sender reputation compounds here too — see how email deliverability interacts with reply rates. “Enrich before you qualify. Knowing headcount, tech stack, and funding stage before the first call lets reps disqualify early. Early disqualification keeps the denominator clean; late disqualification pollutes it.” Find the actual decision-maker, not the first name you found. A deal worked against a non-buyer is a structurally unwinnable deal that still counts as a loss. Using a proper email finder to reach the economic buyer directly is a win-rate intervention disguised as a prospecting tactic.

   In Lead enrichment workflows