Draft reference — content review pending
Proposal Acceptance Rate
The percentage of proposals with a recorded client decision that are accepted during the selected decision period.
Business question
What share of decided proposals is accepted by prospective clients?
Formula
Proposal acceptance rate = accepted proposals ÷ decided proposals × 100.
Calculation notes
Define accepted, rejected, expired, withdrawn, and still-open proposals. Choose a decision period and prevent double-counting when a proposal is revised or reissued.
Edge-case guidance
If there are no decided proposals, the rate is not meaningful. Document grouped proposals, multiple decision-makers, partial acceptance, verbal decisions not yet recorded, and proposals that become contracts through a separate process.
Required data
| Input | Type | Status | Available source hints |
|---|---|---|---|
| Accepted proposalsProposals recorded as accepted under the agreed decision and period rules. | Number | Required | CRM · Excel · Google Sheets · Manual records |
| Decided proposalsProposals with an accepted, rejected, expired, or otherwise final decision under the agreed rules. | Number | Required | CRM · Excel · Google Sheets · Manual records |
Interpretation
Use the measure to understand proposal outcomes after a decision has been recorded. Read it with proposal scope, pricing, client fit, sales stage, and the distinction between a proposal decision and a broader opportunity outcome.
Caution
A higher acceptance rate may result from underpricing, accepting unsuitable work, or counting only proposals that reached a decision. It is not the same as opportunity-based Sales Win Rate.
Implementation recommendation
Define proposal stages and final decision states in the CRM or proposal register, then link revisions to one proposal opportunity before calculating the rate.
Target guidance
Set the first target from comparable historical performance for proposal acceptance rate, then adjust it for the service model, strategy, delivery capacity, seasonality, data quality, and client commitments. Review the direction with the accountable owner and consider this trade-off: raising acceptance may reduce price discipline or fit if the team optimizes for acceptance without reviewing margin and delivery capacity.