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Speed-to-Lead - Playbook

1. Definition​

What it is: A comprehensive assessment and implementation project that identifies and eliminates systemic delays in the lead management lifecycle, optimizes lead routing and follow-up processes across MAP/CRM/routing tools, and establishes measurable SLAs to ensure inbound leads receive prompt, efficient follow-up that directly improves lead-to-opportunity conversion rates.

What it is NOT: Not a Lead Routing-only project (that's a subset of this). Not a CRM Implementation (assumes CRM exists). Not a Sales Engagement Platform setup (that's sequencing/cadences). Not a Marketing Automation Platform migration. Not Lead Scoring (though scoring may inform prioritization).

2. ICP Value Proposition​

Pain it solves: Sales teams are losing deals because leads sit untouched for hours or days. The average B2B lead response time is 47 hours, yet conversion rates drop 80% after the first 5 minutes. Manual routing, disjointed systems, and lack of SLA visibility create bottlenecks that let competitors win by responding first.

Outcome delivered: Sub-10-minute response times for high-intent leads with automated routing, real-time SLA tracking, and rep accountability dashboards. Intent-specific routing ensures hand-raisers get immediate attention while lower-priority leads are efficiently queued. Teams see measurable improvement in lead-to-opportunity conversion rates.

Who owns it: VP of Sales Operations, RevOps Leader, or VP of Marketing (depending on where lead management sits in the org).

3. Implementation Procedure​

Part 1: Discovery & Current State Assessment​

Step 1: Map Current Lead Flow End-to-End​

Step Overview: Document how leads currently flow from capture to first sales touch across all systems. End state: Visual process map showing every handoff point and system involved.

  • Identify all lead sources (web forms, chat, paid media, events, content syndication)
  • Trace lead path through MAP, CRM, and any routing tools (Chili Piper, LeanData, etc.)
  • Document each system handoff and data transformation point
  • Note where manual intervention is required vs. automated
  • Create swimlane diagram showing marketing, RevOps, and sales touchpoints

Step 2: Measure Current Lead Response Times​

Step Overview: Establish baseline metrics for how long leads currently wait before first contact. End state: Quantified baseline showing actual response times by lead source and segment.

  • Pull lead response time data from CRM for last 90 days
  • Segment by lead source (demo request vs. content download vs. event)
  • Calculate average, median, and 90th percentile response times
  • Identify which lead types have longest delays
  • Document current SLAs (if any exist) and actual performance against them

Step 3: Identify Bottlenecks and Delay Sources​

Step Overview: Pinpoint specific causes of delay in the lead management process. End state: Prioritized list of bottlenecks with estimated time impact of each.

  • Analyze where leads queue longest (system transitions, assignment, follow-up)
  • Check for data quality issues causing routing failures or manual intervention
  • Review enrichment processes for delays (batch vs. real-time)
  • Interview 3-5 sales reps/BDRs on pain points and perceived delays
  • Interview 1-2 marketing ops team members on lead handoff challenges

Part 2: Design SLA Framework & Routing Strategy​

Step 1: Define Intent-Based Lead Segmentation​

Step Overview: Create lead categories based on buying intent signals to enable differentiated response time targets. End state: Documented lead segmentation model with clear criteria for each tier.

  • Define high-intent indicators (demo requests, pricing page visits, competitor comparisons)
  • Define medium-intent indicators (content downloads, webinar attendance)
  • Define low-intent indicators (general newsletter, trade show booth scans)
  • Map existing lead scoring to intent tiers (or design scoring if none exists)
  • Document routing priority for each segment

Step 2: Establish Response Time SLAs by Segment​

Step Overview: Set specific, measurable response time targets for each lead segment. End state: Documented SLA framework approved by sales and marketing leadership.

  • Set SLA for high-intent leads (recommend 5-10 minutes)
  • Set SLA for medium-intent leads (recommend 1-4 hours)
  • Set SLA for low-intent leads (recommend 24 hours)
  • Define what constitutes "response" (call attempt, email, meeting scheduled)
  • Get sign-off from VP Sales and VP Marketing on SLA targets

Step 3: Design Optimized Routing Logic​

Step Overview: Architect the routing rules that will get the right lead to the right rep at the right time. End state: Documented routing logic ready for implementation.

  • Define routing criteria (territory, account ownership, round-robin, capacity-based)
  • Design escalation paths when assigned rep doesn't respond within SLA
  • Plan for edge cases (no territory match, existing account, named accounts)
  • Map rep capacity and availability considerations (PTO, working hours)
  • Document fallback routing for after-hours and overflow scenarios

Part 3: System Configuration & Automation Build​

Step 1: Configure Lead Routing Automation​

Step Overview: Implement automated routing rules in the routing tool (Chili Piper, LeanData, or native CRM). End state: Leads automatically route to correct rep within seconds of creation.

  • Build routing rules based on approved logic document
  • Configure assignment priorities and weighting
  • Set up account matching to route to existing account owners
  • Configure round-robin pools with availability/capacity settings
  • Test routing with sample leads across all segments and territories

Step 2: Implement Real-Time Enrichment Pipeline​

Step Overview: Ensure lead data is enriched before routing to enable accurate assignment and rep context. End state: Leads enriched with company/contact data in real-time before assignment.

  • Configure enrichment tool (ZoomInfo, Apollo, Clearbit) for real-time firing
  • Map enrichment fields to CRM fields (company size, industry, tech stack)
  • Set fallback values for leads that don't match enrichment databases
  • Test enrichment latency to ensure it doesn't delay routing
  • Verify enriched data flows correctly to rep views

Step 3: Build SLA Tracking Fields and Automation​

Step Overview: Create the data infrastructure to measure and enforce SLAs. End state: CRM captures timestamps and calculates SLA status automatically.

  • Create timestamp fields: Lead Created, First Assigned, First Touch Attempt
  • Build formula/workflow to calculate response time in minutes
  • Create SLA Status field (Met, At Risk, Breached)
  • Configure real-time alerts when leads approach SLA breach
  • Set up automated escalation when SLA is breached (reassign or notify manager)

Step 4: Configure Rep Notification System​

Step Overview: Ensure reps are immediately notified of new lead assignments through their preferred channels. End state: Multi-channel notifications that reps actually see and act on.

  • Configure email notifications for new lead assignments
  • Set up Slack/Teams notifications for real-time alerts
  • Configure mobile push notifications if available
  • Include lead context in notifications (name, company, intent signal, SLA countdown)
  • Test notification delivery speed and visibility with pilot reps

Part 4: Dashboard & Reporting Build​

Step 1: Build Real-Time SLA Performance Dashboard​

Step Overview: Create a live dashboard showing current SLA status across all leads and reps. End state: Leadership and reps can see real-time SLA performance at a glance.

  • Build lead queue view showing open leads by SLA status (green/yellow/red)
  • Create rep-level SLA scorecard showing individual performance
  • Add trend line showing average response time over rolling 7/30 days
  • Include drill-down capability to see individual lead details
  • Ensure dashboard auto-refreshes for real-time monitoring

Step 2: Build SLA Compliance Reporting​

Step Overview: Create weekly/monthly reports for SLA performance review and accountability. End state: Automated reports delivered to leadership showing compliance trends.

  • Build SLA compliance report by rep (% of leads contacted within SLA)
  • Build SLA compliance report by lead source/segment
  • Create trend analysis showing improvement over time
  • Include breakdown of breach reasons (after hours, rep overload, routing issue)
  • Schedule automated report delivery to sales and marketing leadership

Step 3: Build Conversion Impact Analysis​

Step Overview: Create reporting that ties response time to downstream conversion metrics. End state: Clear visibility into how speed-to-lead impacts pipeline and revenue.

  • Build report showing conversion rate by response time bucket
  • Calculate pipeline value generated from SLA-compliant vs. breached leads
  • Create comparison of before/after implementation metrics
  • Track win rate correlation with response time
  • Document ROI methodology for executive reporting

Part 5: Rollout & Team Enablement​

Step 1: Conduct Rep Training on New Process​

Step Overview: Train sales reps and BDRs on the new lead notification, response expectations, and SLA tracking. End state: All reps understand the new process and their accountability.

  • Schedule 30-45 minute training session for sales team
  • Cover: new notification system, SLA expectations, escalation process
  • Demonstrate how to view their SLA dashboard and lead queue
  • Walk through the "ideal response" workflow
  • Address questions and concerns about accountability

Step 2: Create Process Documentation​

Step Overview: Document the new speed-to-lead process for ongoing reference and new hire onboarding. End state: Complete process documentation accessible to all stakeholders.

  • Create quick-reference guide for reps (1-pager on response workflow)
  • Document routing rules and logic for RevOps maintenance
  • Create SLA definitions and measurement methodology doc
  • Build FAQ for common scenarios and edge cases
  • Store documentation in team wiki/knowledge base

Step 3: Execute Pilot Rollout​

Step Overview: Launch with a pilot group before full rollout to identify issues. End state: Pilot complete with lessons learned documented.

  • Select pilot group (1-2 territories or specific rep team)
  • Run pilot for 1-2 weeks with close monitoring
  • Gather pilot rep feedback on notification effectiveness and workload
  • Identify and fix any routing errors or system issues
  • Document changes needed before full rollout

Step 4: Execute Full Rollout​

Step Overview: Launch the new speed-to-lead process across the entire sales organization. End state: All reps live on new process with full SLA tracking active.

  • Communicate launch to full sales team
  • Enable routing and notifications for all territories
  • Monitor first 48 hours closely for issues
  • Provide real-time support for rep questions
  • Send day-1 and week-1 performance snapshots to leadership

Part 6: Optimization & Handoff​

Step 1: Conduct 2-Week Performance Review​

Step Overview: Analyze initial performance data and make adjustments. End state: Performance baseline established with initial optimizations implemented.

  • Review SLA compliance rates across all segments
  • Identify underperforming areas (specific reps, lead sources, time periods)
  • Adjust routing rules based on actual capacity/performance
  • Fine-tune notification cadence if reps report alert fatigue
  • Implement quick wins identified during review

Step 2: Deliver Executive Summary​

Step Overview: Present results and impact to leadership with recommendations for ongoing optimization. End state: Leadership aligned on results and next steps.

  • Compile before/after metrics comparison
  • Calculate ROI based on conversion improvement
  • Present findings to VP Sales and VP Marketing
  • Provide recommendations for continued improvement
  • Document any out-of-scope items for future phases

Step 3: Hand Off to Client RevOps​

Step Overview: Transfer ownership and documentation to client team for ongoing management. End state: Client self-sufficient with admin access and maintenance runbooks.

  • Transfer admin credentials and access to client RevOps
  • Walk through routing rule maintenance procedures
  • Review SLA threshold adjustment process
  • Deliver complete documentation package
  • Schedule 30-day check-in call
  • Close out project

4. Dependencies & Inputs​

What must exist before starting:

  • CRM (Salesforce or HubSpot) with lead object configured
  • Marketing Automation Platform integrated with CRM
  • Lead sources actively generating inbound leads
  • Basic lead data flowing into CRM (name, email, company at minimum)
  • Sales team/BDRs assigned to work inbound leads

What client must provide:

  • Admin access to CRM, MAP, and any routing tools
  • Current lead routing documentation (if it exists)
  • Territory/rep assignment rules or criteria
  • Stakeholder availability for interviews and sign-offs
  • Decision on SLA targets (or delegation to recommend)
  • Access to historical lead data for baseline analysis

5. Common Pitfalls​

  • Pitfall 1: Setting SLAs without system support - Teams commit to 5-minute SLAs but don't have real-time notifications or alerts set up. Reps don't even know leads are waiting. Mitigation: Build the notification and tracking infrastructure before announcing SLA expectations.

  • Pitfall 2: Ignoring data quality upstream - Routing rules depend on fields (territory, industry, company size) that are often blank or wrong. Leads route incorrectly or get stuck. Mitigation: Implement real-time enrichment before routing and build fallback rules for unmatched leads.

  • Pitfall 3: Overloading top performers - Without capacity-based routing, best reps get slammed while others are underutilized. SLAs suffer despite good intentions. Mitigation: Implement capacity limits and round-robin with availability awareness.

  • Pitfall 4: Measuring response time incorrectly - Using "lead created" timestamp when leads sit in MAP for hours before syncing to CRM. Real delay is hidden. Mitigation: Measure from true inbound moment (form submission) not CRM record creation.

6. Success Metrics​

  • Leading Indicator: Average response time drops below SLA target within first 2 weeks; SLA compliance rate exceeds 80%
  • Lagging Indicator: Lead-to-opportunity conversion rate improves 15-30% within 60-90 days; qualified pipeline from inbound increases measurably