The question is how do you do it so you maximize your win rate?
Here comes Machine Learning
One word of caution is you have to make sure that you do not leak any information in the training dataset. For example, your CRM system could store the information regarding referral paid to third-party on lead conversion, imagine if you use that information in your training data, it is technically a leakage as you will only pay a referral fee on conversion, and this is something you know after the fact.
What’s the business value of this model and why should we use this model?