Lead to Opportunity
Qualifying a lead, handing it to sales, and converting it into a tracked opportunity.
Workflow
- 01Lead Review
- 02Qualification Assessment
- 03Sales Handover
- 04Opportunity Creation
- 05Pipeline Entry
If you change this
It implies 6 topics across 2 modules, including Supply Chain Management which you might not expect.
See the path ahead →Why it matters
This is where most organisations lose leads without noticing. Nothing breaks and no error is logged — the lead simply sits unactioned until it goes cold, because the handover was a notification rather than an accepted obligation.
The workflow
- 01
Lead review
A named person reviews the lead within an agreed time, not when they get to it.
- 02
Qualification assessment
Budget, authority, need and timing are tested against what is known.
- 03
Sales handover
The lead is accepted or returned with a reason — both outcomes are recorded.
- 04
Opportunity creation
An accepted lead becomes an opportunity with an estimated value, stage and close date.
- 05
Pipeline entry
The opportunity enters the pipeline and starts being forecast.
Make rejection a first-class outcome. A lead returned to marketing with a reason improves the scoring model; a lead silently ignored teaches the business nothing and damages trust between the two teams.
What you need in place
- A service level on review: An agreed window for first contact, measured and visible.
- Assignment rules: Territory, segment or round-robin — anything but a shared inbox.
- Rejection reasons: A short, fixed list, so the feedback is analysable rather than free text.
- Stage definitions: What each pipeline stage means, written down, so forecasts are comparable between reps.
Metrics and KPIs to track
Lead acceptance rate
Share of handed-over leads that sales accepts.
Time to first contact
Elapsed time from qualification to a sales approach.
Lead-to-opportunity conversion
Share of qualified leads that become opportunities.
Ageing unactioned leads
Leads past the review window, by owner.
Alongside this