Casey Carey, CMO of Kazoo, commented that what percentage of opportunities created are in decision and purchase stages?

• A. 77%
• B. 50%
• C. 25%
• D. 60%

Answer: (A)

The idea being tested is how opportunities are distributed across the different stages of the buyer journey, especially how many are already in decision and purchase when created. A large share in these late stages means marketing is capturing buyers who are evaluating vendors and ready to commit, not just attracting early awareness.

Choosing the figure 77% shows that roughly four out of five opportunities come in at the decision or purchase stage. This indicates a high level of buyer intent and a strong sales handoff: marketing is delivering opportunities that are closer to closing, often involving requests for proposals, quotes, product demos, or procurement discussions. It underscores the value of aligning content and enablement with sales to accelerate conversions at the moment buyers are weighing options and making a purchase decision.

Contextually, this suggests focusing on materials that support late-stage buying—ROI analyses, case studies, pricing and terms, proof of value, and procurement-friendly packaging—while ensuring sales teams are ready to engage quickly with these high-intent opportunities.

If the share were much lower, it would imply more opportunities are stuck in earlier stages of awareness or consideration, which would point to a different marketing emphasis and slower pipeline progression.