Won Customers

Date created: May 17, 2019  •   Last updated: Nov 3, 2020

What is Won Customers?

Won Customers is the count of new accounts in the sales funnel that are “Closed Won”. It is a measure of success of the Sales and Marketing teams. "Closed Won" is the stage at which a prospect has signed or electronically accepted a contract and is now considered a customer. Counter to Won Opportunities, Won Customers only applies to the Account once, whereas you can have multiple Opportunities per Account.

Alternate names: Won Accounts, New Logos


ƒ Count(Won Customers)

Won Customers

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More about this metric

Tracking new customers added is a critical measure, especially for recurring revenue businesses, where net growth is almost always dependent on new wins exceeding logos churned.

Counter to Won Opportunities, where each opportunity is tracked separately, Won Customers can either be analyzed as a simple count, independent of dollars earned, or can be measured as Average Revenue Per Account (ARPA). With good account management and upgrade paths, the ARPA of a new Won Customer is expected to increase as they use more of the product or service.

ARPA for new accounts often sees increases during the first few months as users are finding value and then at regular budget cycles, such as the end of the quarter or year.

You should analyze Won Customers, for example, by sales rep, by region or country, or industry.