When you hear the phrase “speed to lead,” you might recall one of the numerous studies that encourage sellers to respond to inbound leads faster.

Some recommend that when an inbound lead fills out a form, you should respond within minutes.

But for all the data that measures how quickly organizations respond to their leads, there’s been little to no research that measures whether response times improve close rates—until now.

In this research brief, you’ll see the results from a year-long field trial that tracked new inbound opportunities, from created to closed won. Specifically, this study aimed to answer the following questions:

  • Does speed to lead impact smaller deal sizes?
  • Does speed to lead impact larger deal sizes?
  • Does it make a difference in closed won vs. closed lost deals?
  • Does speed to lead play a factor in increasing deal size?


Digital selling techniques , Prospecting and pipeline creation , Customer acquisition


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