Open Opportunity Rate is a key metric in sales and marketing that measures the percentage of potential opportunities remaining active or unclosed during a specific timeframe. It evaluates the efficiency of the sales pipeline by showing how many leads or prospects haven’t yet converted into customers. This indicator serves as a crucial benchmark for assessing both opportunity quality and sales process effectiveness.
The open opportunity rate is determined by dividing the number of open opportunities by the total opportunities generated. A high rate may indicate prospects are still evaluating options or reveal bottlenecks in the sales process. Conversely, a low rate could signal effective lead conversion or insufficient new opportunities entering the pipeline, which may require reviewing lead generation strategies.
Regular monitoring of this metric helps organizations identify improvement areas in sales strategies and customer engagement. By tracking trends and comparing the rate with other performance indicators, businesses can enhance follow-up approaches, improve qualification standards, and optimize the sales cycle. Proper management of the open opportunity rate leads to better resource allocation and increased ROI from sales initiatives.
👉 See the definition in Polish: Open Opportunity Rate: Procent otwartych szans sprzedażowych