Conversion

Conversion in sales and marketing refers to the moment a prospect completes a desired action — moving from one stage of the buyer journey to the next, or ultimately becoming a paying customer. The term applies across multiple transition points: a website visitor converting to a lead by submitting a form, a lead converting to a marketing-qualified lead based on engagement scoring, an MQL converting to a sales-qualified opportunity after rep qualification, and ultimately an opportunity converting to a closed deal. Tracking conversion at each stage within a CRM reveals where prospects are dropping out of the funnel and gives revenue operations teams the data to diagnose and address specific conversion bottlenecks.