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How To Reduce Lead Response Times In Salesforce

Accomplished sales teams know that improving lead response times is one the primary ways organisations can convert a significantly higher proportion of the leads coming into their organisations. Despite this, many Salesforce firms are ignoring the cardinal rule of responding to leads in the first hour and instead finally get around to creating a dialogue with their prospect’s days or weeks later. This simply isn’t good enough and organisations now desperately need to realise how to reduce lead response times in Salesforce to supercharge their entire Sales workforce. The rewards of higher conversion rates are attainable for everyone, with Harvard Business Review recently reporting that you are 400 times more likely to convert a lead if you respond within the first 5 minutes. That’s a big difference!

What Is Causing Slow Lead Response Times?

Before we get into the nitty gritty of how to reduce lead response times in Salesforce, you first need to understand what exactly is causing the bottlenecks in your organisation. Of course, this varies but usually it is a mixture of undesirable business processes, human error & basic technological execution.


Perhaps the below areas are restricting your team to respond to Salesforce leads faster:

  • It’s a team members job to manually assign new leads to individual personnel.
  • Leads are being assigned to team members when they are simply too busy to deal with them at that given moment.
  • The organisation has no backup plan or processes in place when a lead has stayed unanswered for too long.
  • Leads are sometimes assigned to team members without the experience or knowledge to be able to deal with them – in these cases leads are either de-prioritized or often left.

Reduce Salesforce Lead Response Times

At Ortoo we are big advocates of responding to Salesforce leads in the first hour at the very minimum, or ideally within the first 5 minutes. This is the magic window where big deals often get closed and we are so passionate about reducing Salesforce lead response times that we have even built an app dedicated to it.


After years of creating bespoke productivity apps for Salesforce below is a combination of lead response time best practices and our guidance on how to configure your Salesforce CRM for success:

Don’t Solely Rely On Manual Data Entry – seriously, no one should be doing this anymore. If any leads are coming into the business through digital platforms such as Web Forms then you shouldn’t be relying on team members to manually pinpoint these leads and upload them into Salesforce. People are busy and mistakes can easily happen; furthermore if several new leads come in at the same time it may take several minutes just to upload just one lead. All the while the chances of converting the un-processed leads dwindles with each passing minute. When it comes to lead response time management utilising automation should be at the forefront of your strategy.

Go From A to B Immediately – perhaps our most obvious lead response best practice tip is actually the hardest one to implement. Organisations should always be trying to get newly generated leads to their most suitable sales agent in a matter of seconds – there shouldn’t be any team discussions, it shouldn’t be part of someone’s role to assign leads and sales agents shouldn’t have to select their own opportunities. All of these items add extra confusion to what should be a straightforward process and they rely on managers having free time to action leads as soon as they land.

Protect Your Lead Response Standards – in order to effectively improve your lead response times, you should set an organisational wide target. How many minutes/hours will you give yourself to respond to each Salesforce lead? Whatever the goal you can now use that to your advantage, utilizing available technologies to take matters into their own hands when it looks like a lead will miss those standards. Using Ortoo technology you can set lead re-assignment rules which will kick-in as soon as a lead has been left dormant for a set period of time, these rules will grab individual leads and re-route them to different sales agents who are ready to act immediately.

Take Into Consideration Team Workloads – not all leads are created equal and not all sales personnel work at the same pace. One of our most valuable lead response best practices is to trial distributing leads to staff based on workload rather than frequency. One of the best ways to improve lead response times is to ensure when a new lead comes into the business it should go to the sales agents who have the least work already on their radar – regardless of the last time they received a lead. This ensures leads keep going to individuals who are ready to strike and avoids leads getting stagnant sitting in someone’s queue. Technology again can be used here to better understand team members workloads and constantly review when old leads are getting crossed-off people’s tasklists.


Reducing Salesforce lead response times is big business and the above recommendations are not a definitive list. At Ortoo, we believe all organisations should aspire to respond to Salesforce leads in the first hour as a bare minimum and our technology can help you do just that. Take a look at our assignment engine application Q-assign, which can be used to automate and manage the end to end lifecycle of leads in Salesforce.


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