Conversion Rate
Quick definition
The percentage of prospects that move from one stage to the next stage in your sales funnel.
Detailed explanation
Conversion rate is a crucial metric that measures the effectiveness of your sales process. You have conversion rates at different levels: lead-to-SQL, SQL-to-opportunity, opportunity-to-closed-won, and overall lead-to-customer. By measuring these rates, you can see exactly where your funnel is leaking. Typical B2B SaaS conversion rates: lead-to-SQL (10-15%), SQL-to-opportunity (50-60%), opportunity-to-closed-won (20-30%). Lower conversion rates indicate problems: perhaps your targeting is wrong (too many unqualified leads), your qualification is weak (SQLs aren't truly sales-ready), or your closing process isn't optimal (proposals don't resonate).
Synonyms
Examples
A company generates 1000 leads per month, of which 100 become SQLs (10% conv.), 50 opportunities (50% conv.), and 15 closed deals (30% conv.). Overall lead-to-customer: 1.5%.
After analysis, the opportunity-to-won rate appears low (20%). By doing better discovery and personalizing proposals, it rises to 35%, which delivers 75% more closed deals with the same lead volume!
When to use this?
Measure conversion rates per stage to identify where your funnel leaks. Benchmark against industry standards and your own historical data. Focusing on improving the lowest-performing stage has the biggest impact.
Match-day approach
Match-day helps you build a data-driven sales operation. We implement proper tracking in your CRM, define clear stage criteria so conversions are measured accurately, and build dashboards that provide real-time insights. Then we systematically optimize each stage through A/B testing of messaging, objection handling, and closing techniques.
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