Reading an interesting research summary in HBR that I wanted to share.
Whether you are a B2B or B2C company, the time taken to respond to prospects stimulus online can significantly change the ROI of your web presence. As this research shows, many firms are too slow to follow up on these leads. As HBR states:
- 37% responded within an hour
- 16% within one to 24 hours
- 24% took more than 24 hours
- and 23% never responded at all!
As companies are investing significantly to get prospects out of the web, they should have a much better turnaround, don't you think?
Reasons not to do so include retrieving leads from CRM daily rather than on the fly, sales forces focusing on their own generated leads and rules for leads dispatching not effective enough ("fairness" can be damageable).
Where are you with this? Better know where your marketing ROI is headed sooner than later.
Happy Easter.
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