The Potential in your dashboard is calculated based on the historical follow-back ratio of your account.
On the other hand, our Plans estimations are calculated based on the average of our customers (10-15%).
If the follow-back ratio of your account differs from the average of our customers, you'll see a lower or higher potential than the one stated on our Plans page.
If you want to have more potential with your account, here you'll learn how you can improve your follow-back ratio.