Speed to lead is outdated.

Because it was built around a lead gen strategy where marketing collects a bunch of low intent leads that SDRs chase around that don’t convert into pipeline.

Companies are solving the wrong problem with fast follow up to low intent leads.

Instead, go-to-market teams should:

1. Focus Marketing on generating only high intent leads that convert into pipeline at a high rate ( > 50% conversion to qualified meeting)

2. Add a calendar link to these high intent conversion sources where qualified buyers can book a meeting directly with their rep.

3. Watch your conversion rates to qualified pipeline go through the roof without changing anything about your marketing. No new budget. No new tactics. Just updating your sales follow up process from 2013 to match how buyers want to buy today. Our conversion rate to meeting held is > 95% while we see most SaaS companies perform in the 15-35% range. That’s potentially 2X-3X the pipeline production by doing something ultra simple.

4. Re-focus your SDR resources on personalized outbound to high value target accounts instead of chasing bad low-intent leads from marketing that don’t want to buy.

5. Watch your go-to-market teams become significantly more productive because you are adjusting your strategy to how B2B buyers actually buy in 2024.

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Speed to Lead is optimizing a broken process.

Like trying to put better tires on a car when you should really ditch the car and get on a plane instead.

Instead, it’s time to build a new go-to-market strategy that matches how your buyers want to buy.

Optimize for speed to meeting booked instead of speed to lead. And watch your pipeline grow without changing anything about your Marketing or budget.