Official Metric Documentation
Created through
Metric Harmony Alignment Process
Wants a clear, top-level number showing how effectively leads are turning into paying customers.
Uses conversion data to optimize campaigns, measure funnel health, and demonstrate marketing's impact on revenue.
Relies on a consistent conversion rate to forecast pipeline and align with revenue reports.
For NovaVentures, a "conversion" is defined as a lead turning into a paying customer. While marketing may also track "visitor to lead" as a sub-metric, the official metric focuses on leads that become paid accounts.
Net-new leads who sign up for a paid subscription.
All net-new leads created in the given period (monthly or quarterly, per CFO's reporting schedule) are included, sourced from NovaVentures' CRM (Lead stage = "New"), ignoring old leads from previous periods.
Typically monthly for marketing performance. For longer B2B deals, a 90-day cohort approach is used: leads generated in Month 1 are counted if they convert within 90 days.
SQL Snippet (SalesFlow CRM):
WITH new_leads AS (
SELECT lead_id
FROM salesflow_leads
WHERE created_date BETWEEN '2024-01-01' AND '2024-01-31'
AND lead_source IS NOT NULL
),
converted_customers AS (
SELECT lead_id
FROM salesflow_deals
WHERE stage = 'Closed Won'
AND closed_date BETWEEN '2024-01-01' AND '2024-04-30' -- 90-day window
)
SELECT
(CAST( (SELECT COUNT(*) FROM converted_customers) AS FLOAT )
/ (SELECT COUNT(*) FROM new_leads)) * 100 AS lead_to_customer_cr;In Marketo or HubSpot, NovaVentures' marketing team tracks the "SQL → Customer" transition, and that data is mirrored in SalesFlow to ensure consistency.
Main system for lead creation, deals, and closed-won.
Marketing tracks lead stage transitions; data syncs to SalesFlow daily.
Monthly for official reporting, with weekly internal checks.
Documentation reviewed quarterly; metric calculation updated monthly, with weekly checks for campaign optimization.
Proposed changes must be approved by both the CMO and CFO.
| Date | Change | Approved By |
|---|---|---|
| 2024-01-05 | Initial conversion rate doc, adopting 90-day cohort logic. | Nina Lockwood (CMO), CFO |
| 2024-03-10 | Excluded returning churned accounts from net-new leads. | Nina Lockwood, Cassandra Preston |
This Conversion Rate definition is intended for NovaVentures’ internal reporting and board-level updates. It may differ from immediate in-month calculations if deals close beyond the 90-day window. All data relies on SalesFlow CRM & Marketo syncs, and is not audited for regulatory accounting.
By clarifying the conversion event (lead → paying customer), specifying a 90-day cohort for B2B leads, and defining exactly what’s excluded (e.g., re-activations), NovaVentures resolves the tension between the CEO’s desire for a simple number and marketing’s nuanced approach. CFO Cassandra Preston ensures the final ratio ties back to revenue, while CMO Nina Lockwood maintains transparency in the funnel logic.