For many years, B2B revenue teams have been obsessed with speed to lead or their average lead response time. For good reason too — all things equal, your speed to lead might be the differentiating factor in winning a deal.
Consider the following speed to lead statistics:
78% of customers buy from the company that responds to their inquiry first (Lead Connect)391% increase in lead conversions when responding within one minute (Velocity)8x decrease in contact rate after five minutes have elapsed (InsideSales)
Despite being at the forefront of attention for so many years, speed to lead remains a critical issue for B2B teams for one simple reason: customers.
Customer buying journeys are now very much decidedly digital-first. In fact, during the pandemic, studies showed that the majority of B2B buyers are deep into the consideration phase of their buying journeys before they reach out to interact with a sales representative.
When potential customers finally decide to engage, time is
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