Speed to lead
The elapsed time between a lead being generated and the first outbound contact attempt.
The strongest single predictor of whether a lead order funds. Reachability falls sharply within the first hour and keeps falling — a merchant who applied at 9am has typically taken other broker calls by lunchtime.
Why it matters to a broker
Measure the median, not the mean, per rep, split by hour of day. One weekend batch drags an average and conceals the pattern entirely.
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