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How Your Sales Operations Team Can Cut Inbound Response Time to Under 4 Mins

3 min read
Updated Aug. 25, 2021
Published Dec. 13, 2017

When it comes to inbound sales, response time is the name of the game. If you want your team to truly provide an excellent sales experience, punctual response is the first step. It’s a way to set yourself apart immediately.

In fact, a recent Drift study found that only 7% of businesses surveyed responded within the first five minutes.

What’s worse? More than half (55%) of the companies did not even respond within five business days. If you think that’s outrageous, you’re not alone. By not responding quickly to interested prospects who have expressed direct interest in you, you’re leaving money on the table. But volume can be an issue and when you have a mass of inbound leads coming from different channels it can be a challenge to respond to them all quickly.

Thankfully, there are wonderful Sales Operations pros like Evelyn Fayad to solve for timing and volume. She used Salesloft’s very own automation rules to both notify inbound reps about new leads and simultaneously cut response time to almost nothing.

Curious how? So were we – so we got her to explain it step-by-step:


Hi everyone. My name is Evelyn Fayad, I’m on the revenue operations team here at Salesloft. Today I’m going to talk to you about improving the process of your inbound sales team by combining Salesforce data with Salesloft automation rules. As a sales leader, your focused on improving your process every single day. From a technical aspect, that’s what I love about sales operations. A recent win we’ve had at Salesloft is building automation rules that reduced our team’s inbound response time to below four minutes. Today I’ll share with you how we did it and what you can do to improve your sales teams response time.

Let’s start by examining the importance of response time to those inbound leads. Based on research, prospects are seven times more likely to have a meaningful conversation when a sales rep reaches out within an hour of initial contact. But even an hour leaves time for a prospect to move on to other tasks. It begins with automation rules which are very similar to workflow rules inside of Salesforce in that they allow you to perform an action based on specific criteria. In this case, we setup an automation rule that’s triggered every single time someone fills out a demo request form on our website. It passes the new Salesforce lead into Salesloft so immediate action can be taken and then the next step brings in cadences to the mix.

With a lead successfully created in Salesforce, in person information now created in Salesloft, the information rule drops that person into a cadence and automatically kicks off an email beginning of the sales conversation. Automating this first step is crucial to inbound response time, but leaves tons of room for personalizing those next cadence steps. Combine it all and you’re delivering a top of the line experience for those inbound leads. That entire process takes only about three and a half minutes on average. Thanks for watching, I hope you learned something about Salesloft automation rules with inbound response time. Happy Lofting and have a great rest of the day.

Want to learn more about the how to excel in a Sales Operations role? Download a copy of the eBook today and take your Sales Ops team into the modern sales era.sales-operations-cta