Why Time to Lead Matters in RevOps

In sales, time kills deals, whether in your CRM or in real life.

That’s one of the reasons I work in Revenue Operations. I thrive on strategy, the pursuit, and helping customers succeed. At the heart of that is time to lead, the speed at which a company responds to a qualified lead.

Consider this: a single Google ad click for “truck accident lawyer” might cost $100,000. But for a personal injury attorney, that same click could be worth $7 million if it connects them instantly with the right client. Even better? A direct referral at the accident scene with the lawyer’s phone number. That kind of instant time to lead is priceless.

The lesson applies to every business. Fast, efficient lead response isn’t optional; it’s fundamental.

Where Companies Go Wrong

One of the biggest gaps I’ve seen was shocking: leads sat untouched in a CRM for over a year. Not because sales ignored them, but because they were uploaded incorrectly. Once the system was fixed and processes tightened, revenue grew 10% quarter over quarter.

How to Close the Gap

Here are a few proven RevOps practices that drive results:

• Load leads correctly: Validate data entry and integrations so nothing falls through the cracks.
• Automate follow-up: Use calls, texts, and emails to ensure no lead sits idle.
• Enforce accountability: Make sure BDRs and AEs are following up with their assigned leads.
• Track metrics: Measure the time from lead creation to first contact.
• Gather feedback: Involve stakeholders to continuously improve based on market insights.
  

When these systems are in place, revenue growth follows.

The Bottom Line

If leads in your CRM aren’t being contacted within a single business day, your process is broken. The good news? Fixing it unlocks immediate revenue potential.

That’s where RevOps comes in