How to calculate meeting to opportunity rate
The meeting to opportunity rate measures the quality of the meetings your team books, especially the handoff from SDR-booked meetings to AE-created opportunities. It is where meeting quantity meets meeting quality.
A low rate is a warning that meetings are being booked for their own sake. It usually points to loose meeting qualification upstream or weak discovery in the meeting itself.
- Opps / meetings The formula
- Meeting quality What it reveals
- SDR-to-AE handoff Where it often applies
Short answer
Meeting to opportunity rate is the share of qualified meetings that become opportunities. Divide the number of opportunities created by the number of qualified meetings held in the period, then multiply by 100. If 40 of 100 meetings produced opportunities, the rate is 40 percent. A low rate signals poor meeting quality or weak discovery.
Step by step
Count qualified meetings held
Count the qualified meetings actually held in the period, not just booked, since no-shows should not count.
Count opportunities created
Count the opportunities that resulted from those meetings, using a consistent opportunity definition.
Divide opportunities by meetings
Meeting to opportunity rate equals opportunities created divided by qualified meetings held, times 100.
Diagnose a low rate
Break it out by who booked the meeting and who ran it. A low rate points to loose meeting qualification by SDRs or weak discovery by AEs.
Worked example
SDRs booked 120 meetings; 100 were held (20 no-shows). Of those 100, AEs created 35 opportunities.
Meeting to opportunity rate = 35 / 100 = 35 percent. If one SDR's meetings convert at 50 percent and another's at 15 percent, the aggregate hides a big quality gap. Segmenting by booker reveals which SDRs book real meetings versus filler.
How Ardovo handles it
Ardovo ties booked meetings to the opportunities they produce, by booker and rep, so meeting quality is visible, not just volume. Rook flags SDRs whose meetings rarely convert, so coaching targets meeting quality rather than raw booking counts.
Frequently asked questions
What is the meeting to opportunity rate formula?
Opportunities created divided by qualified meetings held in the period, times 100. Count meetings held, not just booked, so no-shows do not inflate the denominator and distort the rate.
What does a low meeting to opportunity rate mean?
Usually that meetings are being booked without proper qualification, or that discovery in the meeting is weak. Segment by who booked and who ran the meeting to isolate whether the problem is upstream or in the meeting itself.
Why measure meetings held instead of booked?
Because no-shows are not real meetings and would inflate the denominator, understating the true conversion rate. Counting only meetings held gives an accurate read of how well real meetings convert to opportunities.