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Pipeline & funnel
Lead-to-opportunity conversion
The share of leads that become qualified opportunities — the handoff from marketing to sales, and the first place funnel math breaks.
Owned by: Sales analystTest band: Sales analyst
In practice
A low rate is either bad leads or slow follow-up. Speed-to-lead — minutes, not days — is usually the cheaper fix.
The kind of thing the test asks
- Lead-to-opportunity conversion is 5% and the median time to first contact is three days. The cheaper fix is…