Of 100 leads marketing passes to sales
About 15
become sales-qualified. The other 85 still take a rep’s time.
Where it’s used Rank the full list before a rep opens it, so the first calls go to the few that look like past wins.
What should your data be telling you?
1,542 qualified leads 3 leads you should call now Show the three
- A regional distributorAsked for pricing twice this month, and is the same size as your last five closed deals.
- An equipment makerCame back to the quote page yesterday after three quiet months.
- A food brandLooks like the accounts that bought within 30 days of first contact.
Illustrative example. Your three come from your own data.
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FoursMedia“Tree showed us exactly who to pursue, what to offer them, and at what price—giving us a clear path to our revenue target without chasing deals we were never going to win.”
The forecast that held when the others didn’t.
Revenue forecast error at Autodesk, through COVID. Shorter is better.
Result supplied by Tree; not independently audited. For context: by mid-May 2020, 49% of the S&P 500 companies Gartner reviewed had withdrawn guidance altogether, and in 2024, 52% of sales leaders told Xactly their forecasts are usually off by 10% or more.
annual revenue plan
- Off by 12%
- $12M
- Off by 4%
- $4M
- Revenue you can plan on
- +$8M
Illustration: the two error rates above applied to the plan you pick. Not a promise of results.
Built and run by Tree.
Treebel Solimani Masihi, founder of triangl.ai, spent years at Autodesk building forecasting and analytics for finance and sales leadership. He worked with sales leaders on which territories were performing, which product lines sold where, whether promotions paid off, and which products reps should stop pushing.
Qualifying a pipeline is the same work: find what the data that led to revenue had in common, then check everything else against it.
What unsorted lead data costs.
Three numbers sales leaders already track.
Leads a month
One sales development rep, for a year
Paid the same for the 15 and the 85
$80K
median pay on target, whether the leads were good or not.
Where it’s used Put that salary on the short list. Leave the rest to email until the data says otherwise.
Out of every ten reps
60%
hit their number. The lowest share the Bridge Group has recorded.
Where it’s used Give every rep the same ranked list and the reason behind each name, not only the ones with good instincts.
The first panel applies the roughly 15% benchmark to the monthly count you pick; it is arithmetic, not a forecast for your team. Sources: Bridge Group SDR Metrics Report, 2025 (351 B2B companies). MarketJoy and Belkins conversion benchmarks, 2026 (vendor estimates; teams vary widely).
Which leads should sales call first?
Short guides to how the common tools rank leads, and how to check that ranking yourself.
Tell Tree what your data should be answering.
The first look is free. The work after it is priced on the outcome, and agreed before anything starts.
Talk to Tree