OneGTM insights – explore our thought papers, opinion pieces and articles for insights into the world of go-to-market strategy and execution.

22 March 2011

Who’s fast wins: The importance of speedy response to sales leads

Research recently published in the Harvard Business Review highlighted the importance of speedy follow-up in lead generation programmes.

According to Oldroyd, McElheran and Elkington's research, the time taken to respond to an online sales lead has a massive impact on the probability of converting the lead. The research, which analysed 1.25 million sales leads received by a mix of B2B and B2C companies in the U.S, found that 'firms that tried to contact potential customers within an hour of receiving a query were nearly seven times as likely to qualify the lead (which we defined as having a meaningful conversation with a key decision maker) as those that tried to contact the customer even an hour later - and more than 60 times as likely as companies that waited 24 hours or longer'