Meeting-to-Opportunity Conversion Rate

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1. Divide opportunities created from meetings by meetings held in the same cohort, then follow that cohort forward rather than comparing this month's opportunities to this month's meetings. Meetings booked in the last week of a month often convert in the next one, so period-over-period math distorts the rate. “Booked meetings include no-shows and cancellations, which measures a different failure.” Most often the sales development team is booking meetings that clear a booking definition but miss the qualification bar, which happens whenever meeting count is the only number in the comp plan. It can also mean the account executive qualification standard tightened without the booking criteria being updated to match.

   In Meeting show rates

2. Divide opportunities created from meetings by meetings held in the same cohort, then follow that cohort forward rather than comparing this month's opportunities to this month's meetings. Meetings booked in the last week of a month often convert in the next one, so period-over-period math distorts the rate. “Booked meetings include no-shows and cancellations, which measures a different failure.” Most often the sales development team is booking meetings that clear a booking definition but miss the qualification bar, which happens whenever meeting count is the only number in the comp plan. It can also mean the account executive qualification standard tightened without the booking criteria being updated to match.

   In No-show rate measurement

3. Divide opportunities created from meetings by meetings held in the same cohort, then follow that cohort forward rather than comparing this month's opportunities to this month's meetings. Meetings booked in the last week of a month often convert in the next one, so period-over-period math distorts the rate. “Track no-show rate separately so you can tell whether the problem is getting buyers into the room or converting the ones who show up.” Most often the sales development team is booking meetings that clear a booking definition but miss the qualification bar, which happens whenever meeting count is the only number in the comp plan. It can also mean the account executive qualification standard tightened without the booking criteria being updated to match.

   In No-show rate measurement

4. Use the rate in capacity planning “Divide the opportunities a segment needs by the segment rate to get the meetings required, then check that against sales development capacity.” Frequently Asked Questions

   In Outbound meeting targets

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