One of the hardest things to do in business is to convert more leads into sales.  You've spent all that money on sales and marketing programs and you've got lots of leads flowing into the sales funnel.  But how many of those leads really turn into actual paying customers?  What is your sales close rate? Certainly not 75-100 percent. Most likely it is closer to 5 percent or 20-30 percent if you're doing really, really well.