I said in a build session that I would post the numbers once we had eight weeks of them, so here they are.
The problem was routing. Inbound leads landed in a queue, somebody worked the queue when they had a moment, and the median time from form fill to first human contact was 31 hours. About half of that was leads arriving overnight and on weekends and sitting until Monday.
What we built reads the form, checks the company against existing records, works out territory and segment, assigns an owner, and writes a short brief on the record saying what the person asked for and which of our current accounts look like them. It never contacts the lead. That was the client's line and I think it was the right one.
Median first touch is now 4 hours and 3 minutes. Weekend leads moved the most, because the assignment happens at once and the owner opens Monday to a lead that is already researched.
Two things that did not work. The territory rules in the CRM were wrong for about 6 percent of accounts and nobody had noticed, because a person routing by hand quietly corrects for that and an agent applies the rule as written. And my first version of the brief ran four paragraphs, which nobody read. It is three sentences now and people read it.