100 qualified leads last quarter, ₹12 lakh spent on lead generation every month — and 62 of those leads were never contacted. That was ₹14.2 Cr in pipeline, sitting untouched, at a B2B SaaS company selling to enterprises.
of 100 leads never contacted
untouched pipeline
The leads were always there. The process to convert them was not.
Why leads were ignored
No lead scoring
All leads looked the same in the CRM.
No routing rules
The wrong salesperson got the wrong lead and did not follow up.
No response-time standard
Leads sat for 5–7 days before first contact.
A three-step triage system
Lead Triage
Score every lead
By ICP fit and intent signal.
Route to the right salesperson within 4 hours
Based on segment, territory or deal size.
First touch within 24 hours
Or the lead is automatically reassigned.
contact rate before
contact rate after
Same lead volume. Pipeline doubled in one quarter.
What is your team's lead-to-first-contact rate right now? Do you know, or is it a guess?
Related: Need more leads? Fix the middle of your funnel first — what happens after first contact.