The Opportunity-to-Customer Rate measures the percentage of qualified sales opportunities that successfully result in closed deals. It reflects how effectively a sales team converts potential deals into actual customers and is a key performance indicator (KPI) for evaluating sales effectiveness. A higher rate suggests strong sales execution, effective qualification, and alignment between sales processes and customer needs.
Opportunity-to-Customer Rate = (New Customers ÷ Total Opportunities) × 100
The average Opportunity-to-Customer Rate tends to fall between 20% and 25% in many industries.
Higher-than-average rates may indicate strong lead qualification, effective sales strategies, and high product-market fit.
Lower-than-average rates can suggest issues with opportunity quality, sales process effectiveness, or market alignment.
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It helps organizations assess sales efficiency and pinpoint bottlenecks in the conversion process, enabling better forecasting and resource allocation.
Ideally, it should focus on qualified opportunities—those that meet established sales entry criteria, to ensure accuracy.
Yes. Enterprise sales, SMB sales, and B2C sales often have different conversion norms due to varying deal sizes and sales complexity.