Free tool
Speed to lead calculator
How fast you respond to a new lead changes whether you ever speak to them at all. This shows what your current response time could be costing you.
Under two minutes. No email. Nothing you enter leaves your browser.
Your result
Revenue lost to slow response
Revenue you are likely forfeiting every year because of how long it currently takes to respond to a new lead.
Revenue you currently generate from these leads
Your typical response time
All figures are in the currency you entered.
Set your own assumption
The 5 to 15 per cent range is a deliberately conservative, fully editable placeholder, not a figure derived from the studies. Set it to whatever your own testing suggests and the headline updates.
Move the percentages to whatever you believe. This is an estimate you control, not a forecast and not a promise of recovered revenue.
Your response time against the benchmark
You've found a real cost to how quickly you respond.
The diagnostic finds out what's driving it, and builds the plan to fix it.
Book a diagnostic callHow we calculate this
The formula
- Annual lead value. Inbound leads per month, multiplied by 12, multiplied by your average deal value.
- Current annual revenue from these leads. Annual lead value, multiplied by your current conversion rate.
- Revenue lost to slow response. Current annual revenue from these leads, multiplied by the low and high percentages you set, defaults 5 and 15 per cent. This range is the headline figure.
- Your response time does not feed the calculation directly. It sits alongside the result as a benchmark comparison, see the caveat below for why.
An important caveat
The research below measures the odds of making contact with a lead at all, and the odds of qualifying it, not a direct percentage of revenue. We have not tried to convert an odds ratio into a precise conversion-rate uplift, that would be false precision. The 5 to 15 per cent range above is a deliberately conservative, fully editable placeholder, not derived mathematically from the studies below. Adjust it to whatever your own testing suggests.
A check you can do on paper
80 leads a month, an average deal value of 15,000, and a current conversion rate of 12 per cent, gives an annual lead value of 14,400,000, current annual revenue from these leads of 1,728,000, and a default range of 86,400 to 259,200 in revenue currently lost to slow response.
Benchmark sources
- The odds of making contact with a new lead fall roughly one hundred times between five minutes and thirty minutes after the lead arrives, and the odds of qualifying that lead fall roughly twenty-one times over the same window. Oldroyd, 2007, Lead Response Management Study, MIT Sloan with InsideSales.com, based on more than 15,000 leads and over 100,000 call attempts across six companies.
- The average first response time across a large sample of firms was roughly forty-two hours. Oldroyd, McElheran and Elkington, The Short Life of Online Sales Leads, Harvard Business Review, 2011, an audit of 2,241 US firms.
What happens to your numbers
Everything runs in your browser. Nothing you enter is stored or sent anywhere. The only thing we record is a single anonymous event that says a calculation was completed, with none of your numbers attached.
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