Opportunity Conversion is a predictive score, from 0 to 100, that shows how likely a company is to convert into a sales opportunity. It's trained on your own CRM data, so it reflects how conversion actually looks for your business, not a generic industry benchmark.
This article covers everything included in the Opportunity Conversion (TOF) beta: what the score means, where to find it, how it works, and what to expect while it's in beta.
Note: This article covers the Opportunity Conversion score only (top-of-funnel: lead to opportunity). Deal Conversion (opportunity to closed-won) is a separate score, planned for a later beta phase, and will get its own article when it opens.
- Score: a number from 0–100 showing how likely a company is to become an opportunity.
- Reasons: plain-language statements explaining what changed for a company and likely influenced its score.
- Personalized model: the score is trained on your account's own CRM history — it isn't shared with, or trained on, other customers' data.
(Shown only to accounts where the model is applicable — you can't request early access if you don't see this row)
- Enrich a contact/company as you normally would, and open the Add Enrichment panel.
- Go to the Scores section and find the Opportunity conversion row, marked with a Beta tag.
- Click Join beta.
Note: After you click Join beta, the button changes to a green Requested pill — that's your confirmation it went through. You'll then get an automated email to book a short feedback session (or complete a 3-question async form if a live session doesn't work for you).
(Available once your account has joined the beta and has a connected CRM)
- Enrich a company as you normally would.
- Click Enrich.
- Find the score under the Scores section, in the Opportunity conversion row, marked with a Beta tag.
Note: Viewing the Opportunity Conversion score does not use credits during the beta period.
The model looks at how companies in your CRM history behaved before they became opportunities, then compares new companies against that pattern. It considers signals such as:
- Headcount growth or shrinkage, overall and by department (e.g. Sales, Engineering, Marketing)
- LinkedIn follower and employee growth
- Revenue changes
- HQ or office location changes, including opening a new office in a hub city
- Industry or company-type changes
- New presence on social platforms, or expanding internationally
Alongside the score, you'll usually see a short list of reasons — plain-language statements about what changed for that company. For example:
"The Sales headcount in the recent month has changed by 12, and currently is 340." "The company gained a presence in Austin in the recent month." "LinkedIn followers have changed by 8% and currently it is 4,210."
This is an early version, and a few things are still being refined — worth knowing upfront:
- Some high-scoring companies may show no reasons yet, or fewer than expected. The score is still valid — the explanation layer is catching up.
- Reasons describe what changed, not always whether that change is good or bad for conversion. We're working on making that direction clearer.
- Reasons don't yet cover news or intent signals (e.g. hiring for a specific role, funding news) — only firmographic and technographic changes today.
Note: If something looks off or confusing, that's useful feedback, not a wasted report. Tell us about it in your feedback session (see the FAQ below).
(Beta only — available to accounts that joined the Join Beta campaign)
- An integrated CRM. The model trains on your CRM history, so it needs a connected CRM to work.
- Your account must have joined the beta.
If you enrich a company and don't see a score, your account may not yet be initialized. Reach out to your Lusha contact and we'll check.
How is this different from a lead score I already have?
Most lead-scoring tools score against a generic model or firmographic checklist. Opportunity Conversion is trained specifically on your CRM's own lead-to-opportunity patterns so it reflects what conversion actually looks like for your business — not a one-size-fits-all benchmark.
Is my CRM data used to train models for other customers?
No. The model is trained per account, on that account's own CRM data. Your data isn't used to score or train models for other customers.
Why does a company have a score but no reasons listed?
Reasons only show when a specific signal clearly stands out for that company. If nothing crossed that bar, the score still reflects the model's full analysis — the reasons list is a summary of the most notable factors, not the complete picture. We're actively improving coverage here during the beta.
What counts as a "good" score?
There's no universal cutoff. As a rule of thumb from early design-partner data, focusing on the top 10% of scored companies has produced a 5-6x lift in conversion rate versus an unprioritized list. Use the score to rank and prioritize, not as a hard yes/no gate.
Will this affect my billing or credits?
No. Viewing the Opportunity Conversion score does not consume credits during the beta period. Credit charges may apply after general release, and we'll communicate that clearly before it changes.
What do I need for this to work?
Your account needs an integrated CRM and to have joined the beta. If you enrich a company and don't see a score, your account may not yet be initialized — reach out and we'll check.
Does this include the Deal Conversion score too?
Not yet. This beta is focused on Opportunity Conversion (top-of-funnel: lead to opportunity). Deal Conversion (opportunity to closed-won) is a separate score planned for a later phase.
How often does the score update?
Scores refresh as the underlying company and CRM signals change. If a company's headcount, location, or other tracked signals shift, expect the score and reasons to update accordingly rather than staying static.
How do I give feedback or report something that looks wrong?
After joining the beta, you'll get an email with a link to book a short feedback session (15–20 minutes), with an async form alternative if a live session doesn't work for you. You can also flag issues directly to your Lusha contact at any time.
You're all set! Enrich a company and check the Scores section to see your first Opportunity Conversion score.