response audit of american association of inside sales professionals (aa-isp) leadership summit
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1 InsideSales.com Research and Analytics Division Research shows 55.3% of top companies don t respond to web leads June 2011 response audit of american association of inside sales professionals (aa-isp) leadership summit response audit overview The research and analytics division at InsideSales.com measured response times to inquiries made while on Web sites of 159 companies affiliated with the American Association of Inside Sales Professionals (AA-ISP). Inquiries were made on the Web sites through Web-based forms and all responses were tracked for response by and/or telephone. The secret shopper information that was input included fictional addresses and phone numbers unique to this study. The inquiries were made in 2011 prior to the annual AA-ISP Summit in Minneapolis in March of Researchers were instructed never to reply to responses, but merely to gather the exact date and time of each response made as well as whether they were made by or phone. All inquiries were initiated during normal core business hours.
2 InsideSales.com page 2 background what is lead management? The term Lead Response Management (LRM) describes the processes and practices of responding to leads. Lead Response Management is a subset of Lead Management which encompasses Demand Generation, Lead Conversion, and Qualification and includes:» Lead Capture» Lead Scoring» Lead Routing» Lead Distribution» Lead Response» Lead Tracking» Lead Analytics After capturing a lead, Lead Response Management is the most fundamental element of Lead Management. LRM addresses the pain corporations face when they make a substantial investment to capture leads, only to have the sales team wait nearly 48 hours before a first contact attempt is made, and only 1-2 attempts in total. The end result is that 25-30% of all leads never get contacted. ResponseAudit research conducted by the InsideSales.com research and analytics division tests and analyzes individual sales team response rates and provides results, benchmark data, industry data, and recommendations. ResponseAudits show that the biggest problems facing sales teams can be resolved via process modifications and technologies that integrate and align with current systems. The ultimate goal of LRM is to optimize sales team lead contact and lead qualification rates leading to increased revenue. In 2007 InsideSales.com partnered with Dr. James Oldroyd of MIT and the Kellogg School of Management in a ground-breaking Lead Response Management study and found the following:» The odds of contacting a lead increase by 100x if attempted within 5 minutes versus 30 minutes.» The odds of qualifying a lead increase by 21x if attempted within 5 minutes versus 30 minutes.» Wednesday and Thursday are the best days to contact and qualify a lead.» 8 to 9 am and 5 to 6 pm are the best times to contact and qualify a lead.» Every attempt to contact made after 20 hours hurts the contact rate more. Companies that have adopted simple process improvements and integrated technologies are performing much better than their counterparts and banking the positive results. Two key principles from the study are Speed of response and Persistence of response. The Inside Sales industry has yet to make dramatic improvements in Speed of response or Persistence of response as you will see in this study. Companies that have adopted simple process improvements and integrated technologies are performing much better than their counterparts and banking the positive results.
3 InsideSales.com page 3 objectives, approach, & goals objectives approach goals» To measue the time to first response to Web-based inquiries» To measure the number of responses to Web-based inquiries» To measure the differences in type of responses between and phone responses» To have researchers submit inquiries by web-form during normal business hours for each of the 159 companies in the study» Use lead response capture technology to ensure every response was gathered and measured by and by phone» To demonstrate current lead response times of AA-ISP affiliated companies Number of responses per inquiry Differences in vs phone» Clearly communicate results, recommendations, and best practices for each company in the study via a customized report» Use lead response capture technology to date and timestamp (to the second), ensuring each response was gathered and measured correctly both by and by phone» Challenge and commit companies to implement the recommendations and document the results results aa-isp research results The results gathered by the researchers are summarized as follows:» 55.3% of the 159 companies never responded. Of companies that responded:» 40.4 hour average to initial response time.» 2.6 average response attempts. Of companies that responded by phone:» 49.3% of companies responded to inquiries by phone.» 65.4 hour average initial phone response time.» 31.0% responded by phone within 24 hours.» 1.4% responded by phone within 5 minutes. Of companies that responded by » 74.6% of companies responded to inquiries on a web form by .» 40.1% responded by within 24 hours.» 2.8% responded by within 5 minutes.
4 InsideSales.com page 4 Response Types RESPONSE TYPES The chart at the right shows the proportions of companies that responded via phone and . More than half of the comanies (55.3%) did not respond. Of those that responded, 11.3% responded by phone only, 22.6% responded by only, and 10.7% responded by both phone and Companies (11.3%) Responded by Phone 17 Companies (10.7%) Responded by Both & Phone 36 Companies (22.6%) Responded by 88 Companies (55.3%) Did Not Respond 35 Call Responses Calls Without Voic Number of Companies Calls With Voic Response Attempt Number CALL RESPONSES The chart at the left shows companies by how many call attempts they made. 35 companies (22.0%) made at least one attempt. Of those first-attempt calls, the vast majority (91.4%) left a voice message. Only 9 companies (5.7%) made 3 or more attempts and only 1 company made 5 call attempts. Companies that didn t make any call attempts (which accounts for 78.0% of companies) are not representated in this graph
5 InsideSales.com page 5 companies responding by phone within 24 hours Company Response Time (H:MM) Advanced Wireless Communications 0:02 Doyenz 0:06 ABP Technology 0:07 Level 3 Communications 0:14 Aviat Networks 0:15 Aruba Networks 0:17 Brivo Systems 0:19 Experian QAS 0:23 AlertSite 0:53 8x8 0:59 Linium 1:14 HR Plus 1:15 IMS Health 1:22 LoJack 1:24 Hub International 2:38 American Barcode And RFID 2:39 Bamboo Solution 2:14 Executive Conversation 2:24 Axis Communications 4:30 Ivoclar Vivadent 20:54 Flexera Software 20:21 InsuranceAgents.com 22:16 about insidesales.com HEADQUARTERS: 34 E 1700 South Suite 113 Novell Building A Provo, Utah TEL InsideSales.com is the leading provider of B2B sales intelligence and productivity software tools for sales teams needing to increase lead generation, lead conversion, and lead process visibility. They were the first company to embed telephony voice technology into a hosted sales and marketing automation solution, usable over the Web as an on-demand subscription service. These tools include immediate telephony response to Web forms, power dialers, voice broadcasting, lead nurturing solutions, and integration with online SaaS and CRMs solutions like Salesforce.com. InsideSales.com is a Partner on the AppExchange Platform. InsideSales.com s customers include Act-On Software, Dell, Cisco Systems, Vorsight, and HomeAway InsideSales.com, Inc. All rights reserved. US Patent Pending.
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