When Leads Go Cold

Rusty Funnel by TMWeddle @ FlickrIt seems with all the systems we have today to generate, score, and nurture leads, it all comes down to sales. The amount of time it takes for a sales person to follow up with a lead can determine whether the deal is closed or not. At least, that’s what the recent HBR article “The Short Life of Online Sales Leads” states, saying that 24% of companies take more than 24 hours to respond to a lead, and 23% of companies never responded at all.

According to their research, the average response time, among companies that responded within 30 days, was 42 hours.

These results are especially shocking given how quickly online leads go cold – HBR

The article doesn’t go into much detail about whether the leads being followed up had been nurtured by a Marketing Automation system, or even a break down of industries but it does point a good possible flaw in the sales process of most companies.

What good is implementing a complex nurturing system if when the marketing qualified lead is sent to sales, the rep doesn’t follow up? Plugging this hole in the funnel takes more than software.

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