What is Lead-to-Opportunity Rate?
Share of leads that become qualified opportunities.
How to calculate it
Calculate Lead-to-Opportunity Rate as: Opportunities / Leads × 100. Pull the inputs from your connected data and track the trend over time in your dashboard.
Examples
Example 1
1,000 leads produce 120 opportunities -> 12%. Inbound demo requests may convert at 40% while cold lists convert at 3%.
Example 2
800 leads in a month yield 96 opportunities -> 12%. Event leads convert at 25% while purchased lists convert at 4%, suggesting the lists are diluting overall quality.
Why it matters
Lead-to-opportunity rate captures the share of leads that become qualified opportunities, connecting marketing output to genuinely sales-ready demand. It is an early checkpoint on lead quality and on alignment between marketing and sales definitions. A low rate often signals loose lead criteria or a handoff process that needs tightening.
Benchmark context
Varies widely by channel and lead source; the key is a shared, consistent definition of a qualified opportunity so the metric is comparable over time.
Common pitfalls
Inconsistent definitions of a qualified opportunity.
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