Lead response time is a hot topic lately.
Companies have published research highlighting findings such as ‘calling inbound leads in under a minute delivers 3-4X conversion rates’ and ‘calling within 5 minutes vs. 30 minutes drops the odds of qualifying by 21X.’
I believe those studies are well done and their findings are true. But the question remains: for those of us with fairly complex B2B sales processes, do they matter?
My hypothesis is that contact and conversion rates rarely equal quality of conversation (and ultimately revenue). I see two big problems in our rush to make contact.
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