Who on my team is converting best?
Not all salespeople perform equally. But without measuring individual close rates, you are managing by gut feel. Here's how to build a conversion leaderboard from your CRM data.
The short answer
Who is converting best?Pull each team member's deals won vs. deals worked from your CRM. The person with the highest close rate is your best converter. But also check deal volume and response speed. Someone with a 50% close rate on 4 deals may be less valuable than someone with a 25% close rate on 20 deals.
You cannot coach what you cannot measure
Sarah closes 22% of her deals. Jake closes 14%. Both are busy. Both seem like they are working hard. But Sarah generates 57% more revenue per lead than Jake. If you could get Jake to Sarah's level, your revenue from the same lead volume would jump significantly.
Without individual conversion data, you treat the whole team the same. You cannot identify who needs coaching, who needs more leads because they close well, or who might be in the wrong role. The CRM has the data. Most businesses just never pull it.
How to build a team conversion report from your CRM
- 1Pull deal outcomes by owner
In HubSpot, go to Reports → Sales Analytics → Deal close rate by rep. In Salesforce, create an Opportunity report grouped by Owner with won/lost counts.
- 2Calculate close rate for each person
Deals won divided by total deals (won + lost + open) for each team member. Set the date range to the last 3 months for a meaningful sample size.
- 3Add revenue per team member
Total the value of closed-won deals by owner. Someone with a lower close rate but higher deal volume or larger deal sizes may still be your top revenue contributor.
- 4Cross-reference with response time
Check each person's average lead response time. Often the fastest responder is also the best closer. This correlation helps you identify whether speed is the differentiator.
Total time: about 20 minutes in most CRMs. HubSpot has built-in reports. Salesforce requires a custom report.
Review team performance monthly to drive improvement
Monthly reviews give you enough data to spot patterns without overreacting to a single bad week. Share the leaderboard transparently. Top performers appreciate recognition. Underperformers know they need to improve. The visibility alone drives better results.
Or get a team conversion scorecard every month
Bottomline connects to your CRM and builds a conversion scorecard for each team member automatically. Close rate, deal count, revenue generated, response speed, and trend over time, all in one view.
You see who is performing, who needs help, and what behaviors (like response speed) correlate with higher conversion. No manual report building required.