LEAD-TO-OPPORTUNITY RATIO

How about your lead quality?

For the most part, every new lead is an unqualified lead at the beginning. Conversely, a qualified lead refers to a lead that meets qualification requirements. Although this varies from sales organizations, a qualified lead is most often an opportunity. A common tactic sales managers use to determine if leads are qualified is the BANT method. It stands for leads with a Budget, Authority, Need and Timeline requirements. The goal of this process is to measure if your lead can become a customer. The lead-to-opportunity ratio lets you understand the amount of leads you need to stay on track with your revenue goals. Once you’ve established a baseline ratio, you’ll know how many leads you need to create your target growth, and you’ll have revenue that is predictable.

Performance Indicators

Your lead-to-opportunity ratio is the first part of the sales funnel to be examined. By looking at what is working and what isn’t you have a better idea of where quality leads are sourced from, and can guide the marketing and sales team better.

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