Glossary
Speed to lead
Speed to lead is the elapsed time between an enquiry arriving — a web form, a portal enquiry, a missed call — and the business making first contact with that person. It is measured in seconds or minutes rather than hours, because contact and qualification rates fall sharply as the gap widens: a prospect who has just submitted a form is at peak intent, and in comparison-shopping categories they have usually contacted several competitors at the same time.
The practical target in competitive categories is under 60 seconds. The benchmark that matters is not an industry average but the other businesses who received the same enquiry at the same moment.
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