Quote-to-PO Rate: Definition, Formula and 2026 Benchmarks

Quote-to-PO rate: The quote-to-PO rate is the share of quotes that become purchase orders: purchase orders divided by quotes issued, for the same group and the same period.

The formula

quote-to-PO rate = purchase orders ÷ quotes (same group, same window) 2026 study: 268 ÷ 1,271 = 21.1%

It is also called the quote conversion rate, quote win rate or hit rate. Whatever the name, it measures the step from a priced offer to a committed order, which makes it the clearest single number for how well quoting turns into revenue.

Choices that change the number

• Window: count both quotes and orders by the same date (the study uses the opportunity close date), or a slow-closing month will look worse than it is.
• What a quote is: one per opportunity, or one per revision? Counting every requote lowers the rate.
• What an order is: a partial order or a blanket release can count as one PO or several. Pick one rule and keep it.
• Orders without a quote: repeat orders that never went through a quote should be left out of both sides.

Benchmarks from the 2026 data

Across 1,271 U.S. manufacturing quotes in the 12 months to October 2026 the rate was 21.1%, up from 14.2% a year earlier. It ranged widely: 35% in Ohio and Michigan, 28% across the Midwest, 17%–18% in Texas and California. Small quotes converted best: 18% of quotes under $10K became orders, against 5–9% of larger ones. See the average quote-to-PO rate and the rate by state.

How to use it

Track it by customer type, part family and quote size rather than as one company-wide figure; the averages hide most of the useful differences. Multiply it by your quote volume and typical order value to forecast orders, as the quote pipeline calculator does, and work backwards from an order target to the quotes you need with the prospecting calculator.

In the data

• Average quote-to-PO conversion rate
• Quote-to-PO rate by state

Figures are from the Factur 2026 U.S. Manufacturing Sales Study, November 2025 – October 2026. From Factur’s outbound prospecting for U.S. manufacturing suppliers: every opportunity that reached a quote, its amount, and whether it became a purchase order, plus the calls and emails logged in the CRM, over the 12 months November 2025 – October 2026 compared with the 12 before, by opportunity close date.

More terms

• RFQ (request for quote)
• Purchase order (PO)
• NAICS vs SIC codes
• Sales development vs business development
• Touches per quote
• All terms

Factur runs outbound prospecting for U.S. manufacturers · facturmfg.com · More free data on U.S. companies by state: Insights