7× Contact a new lead within an hour and you're nearly seven times as likely to qualify it as when you wait even an hour longer. Among businesses that replied within 30 days, the average reply took 42 hours.
Give each new enquiry an owner and measure the time to a useful first reply.
Harvard Business Review (Oldroyd, McElheran and Elkington, 2011) drew on two datasets. The nearly sevenfold figure comes from 1.25 million leads received by 29 B2C and 13 B2B US companies: firms that tried to contact a lead within an hour were nearly seven times as likely to qualify it as firms that tried even an hour later. The 42-hour average comes from a separate audit of 2,241 US companies and counts only companies that responded within 30 days; 23% never responded. The two figures describe different populations and are not a causal promise for this service.
Source: Harvard Business Review, 2011 · 1.25M leads at 42 companies; 42-hour average from an audit of 2,241 US companies · Study context and citation →