Every business owner or management team should understand that a 100% conversion rate is impossible. In fact, even a 50% conversion rate is impossible in most cases. A widespread marketing survey carried out by MarketingSherpa in 2010 displayed some startling (but somehow obvious) figures about conversion rates in the sales and marketing process. The survey found that on average, inquiries to sales-ready leads carried over at just under 40%. Leads to prospects carried almost the same figure.