What is speed to lead?
Speed to lead is the time between a new lead contacting your business (for example by filling in a form) and your first response to them.
It matters because interest fades fast. In a Harvard Business Review study, companies that tried to contact leads within an hour were about seven times more likely to qualify them than those that waited longer, yet the average response time was 42 hours.
Improving speed to lead usually means automating the first contact, for example with an AI appointment setter that calls each new lead within seconds.