Indicates the percentage of leads that progress to sales-qualified opportunities.

What it Measures ?

How many leads turned into real chances.

Relevant StakeHolders 

Sales Development Reps, CRM Analysts

In-depth Use Case / Real-world Example

The Lead-to-Opportunity Ratio reveals how many initial inquiries become serious sales pursuits. Suppose a manufacturer of energy-efficient HVAC systems receives 500 inquiries in a month, and 75 of those pass qualification criteria and enter the sales pipeline as opportunities. The ratio is (75 ÷ 500) × 100 = 15%. This KPI is useful for diagnosing where in the sales funnel drop-offs occur. A low ratio may point to poor lead quality or unclear value propositions. Manufacturing sales teams can use this insight to fine-tune lead qualification criteria, improve training, or align better with marketing to ensure that only relevant and high-potential leads are passed to sales.