Fill in your numbers and find out where your team stands.

Website Sessions - this is the number of sessions within a given timeframe. Be sure to use this same timeframe for all of your numbers. i.e. per month, per quarter, per year

New Leads - this is the number of new leads created during the same timeframe.  Pro tip: make sure you have a solid definition of a lead.

Opportunities Created - this is the number of new opportunities created during the same timeframe.

New Customers - this is the number of new customers during the same timeframe. Some companies may choose to use "new orders" for this number.


notes on the results

Web visits to leads

This metric measures the ability of your website to attract and convert visitors into leads. Typically, a conversion occurs when a visitor fills out and submits a form.

Results analysis:

4.0 +  You are awesome!

2.0 to 4.0   You're in good shape. You're attracting a relevant audience and you're offering good CTAs and relevant content.

1.5 to 2.0  Not bad, but could be better. Keep an eye on this metric. If you see it start to slip, take action.

1.0 to 1.5 There is definitely room for improvement. Adding more CTAs and reducing friction on forms could be enough to bump you up to 2.0% or more.

0 to 1.0 You've got work to do. You're either not attracting the right visitors or you don't have enough conversion options on your site.

Leads to opportunities

This metric measures the productivity of your sales team. The average lead to opportunity rate is 15%. This metric measures the quality of leads and the effectiveness of your sales team.

Results analysis:

35+  You are awesome!

25 to 35   You're in good shape. Leads are being qualified before sales gts them and the sales team is good at finding pain along with proposing solutions.

15 to 25  As mentioned, 15% is about average. If 75 to 85% of your leads are not converting to opportunities, you might be leaving deals on the table or losing opportunities to your competition.

< 15  You need to work on sales and marketing alignment and review or develop some strict sales processes.

opportunities to Customers

This metric measures the quality of your leads and the efficiency of your sales team. As a benchmark, B2B companies convert leads to customers at an average rate of 20%.

Results analysis:

30+  You are awesome!

20 to 30   You're in good shape. Leads are decent quality and your sales team is doing a good job converting them to customers.

10 to 20  Not bad, but could be better. You should keep a close eye on lead quality and check the efficiency of your sales process.

5 to 10  There is definitely room for improvement. Either lead quality is very poor or the sales team doesn't work the leads. Look at drawing up a Service Level Agreement

0 to 5  You've got work to do on both lead quality and sales processes.

Get the ebook - the ultimate buyer's guide to choosing the right crM

Ultimate CRM Buyers Guide

the first step is to measure!

Before you can measure, you need a CRM!

The critical component to improving conversion ratios is a CRM that measures the conversion points; visits, leads, opportunities, and customers. You need the right CRM for your unique team!

The second critical component is to have uniform sales and marketing processes. No amount of technology by itself will solve conversion issues.

The combination of technology and process will lead to higher productivity, better team efficiency, and, ultimately, more revenue.

Yes! Send Me the Ebook!

What's Inside the ebook?

  1. Introduction
    • Understanding the customer relationship landscape
    • Investing in a right-fit CRM system
    • Exploring common triggers for change
  2. Buyer’s Guide
    • Step 1: Consult with stakeholders and key users
    • Step 2: Identify your goals
    • Step 3: Assess your tech stack
    • Step 4: Compare critical features and capabilities
    • Step 5: Consider costs and ROI
    • Step 6: Outline your implementation plan
  3. Conclusion
    • What’s next?