Abstract: A system and method to establish value of generated leads and opportunities in a sales process, using data from a Customer Relationship Management (CRM) system. This is accomplished by breaking down the sales process in multiple steps. The method then establishes the probability of various leads generated by a marketing step and placing them in different bins. Then establishing the probability of turning said leads into opportunities during a prospecting process. The method then quantifies the original value of leads in the various bins and the incremental value generated by turning them into opportunities. The value generated by the sales person eventually closing the opportunity into revenue can be calculated by subtracting the value created in the previous steps in the sales process from the revenue of the specific sale.