Why leads go cold, and what ownership actually means
Most lost enquiries are not lost to a competitor. They are lost to the gap between the channel they arrived on and the person who was meant to answer.
An enquiry that arrives on a Friday evening through a social channel, gets a quick reply from whoever was online, and is then never picked up again is not a competitive loss. It is an ownership failure, and it is the most common one in this industry.
Ownership is a record, not a habit
Teams that handle this well are rarely more disciplined than the ones that do not. They have simply made ownership a property of the record rather than something a person is expected to remember.
- Assignment happens when the lead is created, not when someone gets to it
- Follow-up is a dated task, so an unanswered lead shows up as overdue work
- The source stays attached, so nobody has to reconstruct where the person came from
None of this makes anyone work faster. It makes the work visible, which is a different and more useful thing.
Tags
- Leads
- Pipelines
Artemis product team
Product
Writes about how the Business Platform works and why it is built the way it is.