Denominator games
Win rate improves two ways: win more, or attempt less. Teams under pressure quietly choose the second — easier accounts, safer deals, smaller futures.
“A rising win rate can be a shrinking ambition.”
Measure the list, not the funnel
Track coverage and conversion against the named accounts that matter, not against whatever happened to enter the funnel. The target list is the strategy; the funnel is weather.
Pair the metrics
Win rate only means something next to average deal quality and list penetration. Read them together or be misled separately.