Opportunities Created

What is Opportunities Created?

This metric counts how many net-new opportunities were entered into the pipeline (typically Stage 1 or "Discovery") during a defined timeframe—by rep, team, segment, or channel.

Example: If your team adds 45 qualified opportunities to the CRM in June, you’ve created 45 opportunities that month.

Criteria for creating an opportunity should be standardized, e.g.:

• Identified pain or use case
• Defined buying persona
• Preliminary budget, timeline, or intent
• Logged and accepted by sales in the CRM

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Why It Matters in B2B SaaS

• It fuels the pipeline. Without new opps, even the best win rates won’t drive revenue.
• It enables sales forecasting. Opp creation volume feeds predictive models for bookings.
• It reflects GTM alignment. Strong opp creation means marketing and SDRs are driving the right traffic.
• It supports rep productivity analysis. Are reps generating opps consistently, or relying on pipeline leftovers?
• It helps diagnose funnel health. A sharp drop in this metric often signals top-of-funnel issues.

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How to Measure Opportunities Created

1. Define what qualifies as a sales opportunity (based on CRM opportunity stage, qualification criteria, etc.)
2. Use your CRM (e.g., Salesforce, HubSpot) to count all opportunities created in a time range
3. Break down by:

• Lead source (inbound, outbound, PQL)
• Channel (email, events, product usage)
• Rep, team, or segment

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Best Practices

• Align on opportunity definition. Avoid inflating pipeline with unqualified opps—this metric must reflect real potential
• Track by source. Helps you identify which channels or motions create the highest quality opps
• Set weekly or monthly targets. Especially for SDRs and BDRs responsible for pipeline creation
• Monitor opp-to-win conversion. If opps aren’t converting, revisit qualification or lead quality
• Use enrichment tools. Tech like Clearbit, Apollo, or ZoomInfo can help reps qualify faster and more consistently