What is Propensity to Convert?

While Propensity to Buy measures the overall likelihood that an account will purchase your product, Propensity to Convert is a more granular metric applied at each stage of the sales funnel. It answers stage-specific questions: How likely is this cold prospect to reply to an email? How likely is this lead to book a meeting after a call? How likely is this opportunity to advance from evaluation to negotiation? By modeling conversion probability at each stage, sales teams can identify and address bottlenecks with surgical precision.

Propensity to Convert models are trained on historical conversion data at each funnel stage. The features that predict an email reply are different from those that predict a meeting booking, which are different again from those that predict a deal closing. For example, email reply propensity might weight recency of signal, message personalization depth, and prospect seniority, while meeting-to-close propensity might weight number of stakeholders engaged, competitive dynamics, and budget confirmation. Stage-specific models provide more actionable insight than a single end-to-end score.

The operational value of Propensity to Convert lies in resource allocation and forecasting. Sales managers can use conversion propensity to decide which deals deserve executive sponsorship, which accounts need a different outreach channel, and where to invest coaching time. For forecasting, stage-weighted conversion probabilities produce more accurate pipeline projections than either flat-rate assumptions or subjective rep assessments.

Prospectory applies propensity-to-convert modeling across the entire outreach and engagement lifecycle. At the outreach stage, the platform predicts which prospects are most likely to respond based on signal freshness, channel preference, message relevance, and historical engagement patterns — this influences channel selection and sequence timing for multi-channel campaigns. At the meeting stage, it assesses the likelihood that an engaged prospect will book and attend a meeting based on engagement depth, stakeholder involvement, and account-level signals.

These stage-level conversion predictions work alongside the broader P2B score to optimize the entire funnel. For example, an account might have a high P2B score (likely to buy eventually) but a low propensity to convert on email (the decision-maker does not respond to cold email). Prospectory's AI would route this account to LinkedIn or phone outreach instead. This channel-aware conversion optimization is a key reason Prospectory's multi-channel campaigns outperform single-channel approaches — the platform matches the right channel to each prospect's conversion propensity rather than treating all prospects identically.