The Next-Gen Brand Lab
Lead quality and qualification
What does "sales-ready percentage" mean?
Last updated 2026-09-09
Sales-ready percentage is the share of delivered leads that your sales team, not the agency, judges worth pursuing after first contact. It is the multiplier that turns cost per lead into cost per useful lead. On a premium North Bangalore residential launch we delivered ₹266 cost per lead at 51% sales-ready — meaning the true cost of a lead worth working was roughly ₹520, and that second number is the one worth comparing.
Why the raw CPL is close to meaningless alone
A ₹200 lead at 15% sales-ready costs ₹1,333 per useful lead. A ₹600 lead at 60% costs ₹1,000. The cheaper number is the worse deal, and it is the number most agencies report.
Ask for both figures or neither. If an agency cannot tell you its sales-ready rate, it is not measuring anything past the form fill, which means it cannot be optimising for anything past the form fill either.
Who is allowed to score it
Your sales team. The moment the agency scores its own lead quality, the metric stops being evidence and becomes marketing. Our weekly review takes your team's scoring as the input and argues with the campaign, not with the scoring.
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