Speed to lead
The practice of reaching a new lead as fast as possible, while the customer is still thinking about the question they asked.
Use this definition in team training or when clarifying a sales note.
Definition
Speed to lead is the operating habit behind a good lead response time. It means routing every new lead to a named person at once, covering evenings and weekends, calling first and texting from the same number if nobody answers, and answering the question the customer actually asked. The number measures it; the practice is what changes it.
It depends on the handoffs nobody sees. A lead that waits in a shared inbox, lands on a rep who is on another call, or arrives after the last person has gone home is slow no matter how quickly the rep dials once they notice it. The fixes are usually assignment rules and coverage, not urging reps to hurry.
Why it matters
A customer who fills in a form is usually contacting more than one company, and the first useful reply sets the terms for everyone after it. Speed without substance does not help, though: an instant automatic reply that answers nothing is not contact. The guide to lead response in the first five minutes shows what the first call and text should contain.