Question

Topic: Research/Metrics

How Fast Does An Untouched Sales Lead Degrade?

Posted by glubarsky on 125 Points
I know that leads passed to sales, then left untouched in their queue, will become less responsive over time. I'm looking for stats or research to document how quickly that takes place. Our sales team wants to do better, but also wants to understand the impact of waiting, and whether incremental improvements will make a difference.
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RESPONSES

  • Posted by mgoodman on Moderator
    The answer probably differs for every industry and every situation. If you're selling a high-ticket item and there is a long sales cycle, then letting a lead sit untended for an extra week or two probably isn't so terrible. If you're selling an "Act Now!" item, even a few days might make a difference.

    It also may depend on the copy from which you solicited the lead. Does it suggest "someone will get right back to you?" Setting realistic expectations is probably the best way to handle it.

    Is there some way to automate a series of "touches" to keep your leads warm while they await follow-up?

    If this is a critically important issue, it's probably worth investing in some primary research. I'll bet a creative market research professional would be able to come up with a way to develop the metric you seek. (Let me know if you want a recommendation.)
  • Posted by Gary Bloomer on Member
    That depends on when the lead came in, who it was directed to, how much detail the lead gave (or was required to give), and how much the sales person knows about his or her profession and the needs of the customer.

    This might help:

    https://blog.hubspot.com/insiders/why-your-b2b-lead-response-time-is-killin...
  • Posted by Mike Steffes on Member
    When you say, "will become less responsive over time", do you mean days or weeks?
  • Posted by glubarsky on Author
    Thanks to Gary Bloomer and everyone else who responded!

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