Conversion to sales opportunity isn't the end of the game - you want to see how those leads convert into customers. You might find, also, that an offer that has the best lead to opportunity conversion rate may not have the best opportunity to customer conversion rate.
3. Average Rating
4. Rejection Rate
Work each of these metrics into a
sales and marketing service level agreement (SLA)
to set expectations with your sales team and measure your progress over time. Identifying your best leads according to these metrics and setting an SLA will help you figure out where to invest your marketing resources and improve your smarketing productivity.
How do you measure your leads? Please share your strategies or successes in identifying and prioritizing your leads.