What is slow response costing you?
Speed to lead decides the job. See the estimated revenue you can recover by responding to every inbound lead in under five minutes.
Speed to lead matters: in the Lead Response Management study (15,000 web leads across six companies), the odds of qualifying a lead were 21 times higher when it was contacted within five minutes than at 30 minutes. With the default inputs (200 leads a month, a $700 average deal and a 30-minute response), this calculator estimates $22,750 a month recoverable. Its conversion steps are Keres AI assumptions.
What does a typical example look like?
A business that gets 200 leads a month, closes 25% of them when it responds within five minutes, and averages $700 a deal could close 50 deals worth $35,000. Responding in about 30 minutes, the calculator applies a 35% relative-conversion factor, so it captures about $12,250 now and shows $22,750 a month recoverable, or $273,000 a year.
How is the number calculated?
Potential revenue = monthly leads × 25% base close rate × average deal value. Current capture = potential revenue × the relative-conversion factor for your response time. Recoverable revenue = potential revenue − current capture. The yearly figure is the monthly figure × 12.
What assumptions are behind the number?
- Faster response raises the odds of qualifying a lead: contacted within five minutes, the odds were 21 times higher than at 30 minutes in this study. Source: Oldroyd & InsideSales.com, Lead Response Management Study (15,000 leads, six companies)
- Firms that tried to contact a lead within an hour were nearly seven times as likely to qualify it as firms that tried an hour later. Source: Oldroyd, McElheran & Elkington, “The Short Life of Online Sales Leads,” Harvard Business Review (2011)
- The relative-conversion steps (≤5 min = 100%, ≤10 = 60%, ≤30 = 35%, ≤60 = 20%, over 60 = 10%) are a simplified curve that follows the direction of that research. They are not values taken from it. Keres AI assumption.
- A 25% base close rate for leads answered within five minutes, and the default inputs (200 leads, $700 deal, 30 minutes), are example values. Keres AI assumption.
What should you do with this number?
- Measure your real response time. For calls, a missed call’s response time is however long the callback takes. For web forms, compare the form timestamp with your first reply.
- Fix the slowest channel first. After-hours calls and weekend forms usually wait longest.
- Compare the gap with the cost of closing it. See how much an AI receptionist costs and Keres AI pricing.
Questions
Calculator FAQ
Why does lead response time matter?
In the Lead Response Management study of 15,000 web leads, the odds of qualifying a lead were 21 times higher when it was contacted within five minutes than at 30 minutes. See lead response time.
How is the recoverable revenue calculated?
The calculator takes the deals you would close responding within five minutes (leads × 25% × deal value), applies a stepped factor for your current response time, and subtracts what you capture now. The steps and the 25% base are Keres AI assumptions, so treat the result as directional.
How do I measure my current lead response time?
For calls, it is the time until a person or system answers; for a missed call, it is how long the callback takes. For web forms, compare the form timestamp with your first reply, and use the average over a normal month.
Keep going
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