Establishing SLAs and Handoffs for Speed to Lead

Establishing SLAs and Handoffs for Speed to Lead

MAY 10

42 minutes

Plenty of research has proven the faster you respond to a lead, the more likely you are to qualify that lead and convert them into a paying customer. However, many B2B companies lack the framework for accountability, and the cross-departmental communication to make speed to lead a priority. Learn how to upend this and get that response time under 5 minutes.

Speaker Info

Colin White, Head of Demand Generation at Clearbit With a background of advertising, marketing ops, and general growth know-how, Colin heads up the Demand Generation team at Clearbit. Based out of Montreal, Quebec, Colin brings his Canadian charm to Clearbit's marketing campaigns while caring for his dog, Alder.

Tara Robertson, Senior Manager of Demand Generation at Chili Piper Tara leads Demand Generation at Chili Piper, the leading inbound conversion software used by top B2B revenue teams like Twilio and Gong. She's also the host of Demand Gen Chat, a popular marketing podcast with long guest list of B2B marketing talent.

Key Takeaways

  • Speed-to-lead is important: 60% of inbound leads are lost due to slow follow-up speed, web leads are 9x more likely to convert when they get a response in 5 minutes, and 78% of deals go to the vendor that responds first.
  • When creating automated qualification workflows, try to pick criteria that are very 'black & white' in terms of what success looks like to you. For example, Chili Piper customers almost always use Salesforce and/or HubSpot, so the workflow checks Clearbit's tech tags to qualify prospects based on whether they use these tools or not.
  • If you're disqualifying leads, make sure to let them know why. It may uncover some deals that were incorrectly qualified.
  • A service level agreement (SLA) is a formal agreement between Marketing and Sales to respond to leads within a certain time period.
  • The most successful marketing teams align their goals as close to pipeline as they can.

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