# Opportunity Conversion Score (Beta) Explained 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. blockquote strong 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. ## Key concepts - **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. ## How to join the beta *(Shown only to accounts where the model is applicable — you can't request early access if you don't see this row)* 1. Enrich a contact/company as you normally would, and open the **Add Enrichment** panel. 2. Go to the **Scores** section and find the **Opportunity conversion** row, marked with a **Beta** tag. 3. Click **Join beta**. blockquote strong Note: After you click strong Join beta , the button changes to a green strong 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). ## Where to find the score *(Available once your account has joined the beta and has a connected CRM)* 1. Enrich a company as you normally would. 2. Click **Enrich**. 3. Find the score under the **Scores** section, in the **Opportunity conversion** row, marked with a **Beta** tag. blockquote strong Note: Viewing the Opportunity Conversion score does not use credits during the beta period. ## How it works 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." ## What "beta" means right now 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. blockquote strong 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). ## What you need to use it *(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. ## Frequently asked questions **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.