How much revenue is leaking out of your lead routing?
Leads that sit unassigned, wait hours for a first touch, or land with the wrong rep convert less often. Enter your numbers to see what that costs you each year. Nothing you type leaves your browser unless you choose to send it to us.
How we calculate this.
No black box. Every assumption is on this page, and you can change all of them.
Start from today's conversion rate
The lead-to-opportunity rate you see today already includes the leak. Some of your leads were never worked, some waited, and some went to the wrong rep.
Work back to a clean baseline
We estimate the rate you would see if every lead was assigned, reached the right rep, and got a first touch within five minutes.
Price the gap
The difference in opportunities, multiplied by your win rate and deal value, is the leak. We split it into three causes so you can see which to fix first.
Response-time assumptions
The share of conversion we assume is lost compared with a first touch in under five minutes.
| First sales touch | Conversion lost |
|---|
These are our own planning numbers and they are deliberately conservative. Published research finds a much steeper drop-off: in a study published in Harvard Business Review, companies that tried to contact a lead within an hour were nearly seven times as likely to qualify it as companies that waited longer (Oldroyd, McElheran & Elkington, 2011).
That study is 15 years old, and buyers have only grown less patient since. Booking links and live chat have taught them to expect a reply in minutes, not hours, so the penalty for waiting is likely steeper today. Even so, we keep our numbers conservative rather than lean on research that old.
What this leaves out
The calculator only looks at the path from form fill to first touch. It does not count:
- Follow-up that stops after one or two attempts
- Lead scoring that sends good leads to nurture, or weak ones to sales
- Leads routed correctly to reps without the capacity to work them
- Revenue beyond the first year, like renewals and expansion
It also assumes a perfect five-minute baseline is achievable, which few teams reach. That's why we show what recovering half the gap would be worth.
Want a second opinion on these numbers?
Send us your results and an operator on our team will reply with where we'd look first. If it's worth going deeper, the next step is a GTM Diagnostic.