Sales → Response & Leakage answers three questions: how fast are leads being answered, which ones are never answered at all, and where do they stop moving. Every figure is calculated from your own data, and this guide explains exactly how — because if you are showing these numbers to a client, you will be asked.
Typical response time is a median, not an average
The headline figure is the median: sort every response time and take the middle one. The average is shown too, and when it is more than double the median the card says so.
The reason matters. One lead answered three weeks late drags an average into uselessness — a team answering almost everything in four minutes can show a two-day "average" because of a single forgotten record. The median keeps describing the typical case, and typical is what a team can act on.
A large gap between the two is itself a finding: it means your team is mostly fast with a few leads falling through completely, which is a different problem from being uniformly slow.
What counts as "contacted"
A lead is contacted when someone on your team logs a call, email or WhatsApp against it. Notes and comments do not count — writing a note to yourself is not contacting the customer, and counting it would make the whole report flattering and useless.
Automated messages do not count either. Only an activity logged by a real user sets this, so an auto-acknowledgement does not mark a lead as answered. That is deliberate: a bot replying is not a salesperson responding.
Never-contacted leads are excluded from the response time. They have no response, so including them would mean inventing one. They are reported separately, and folding them in as "slowest" would conflate answered late with never answered — two different failures with two different fixes.
Response time vs conversion
Your leads bucketed by how quickly they were answered, each with its own win rate. This is your own data, not an industry benchmark, which makes it considerably harder to argue with internally.
Bands with fewer than twenty leads are marked low volume and greyed out. They are shown for completeness but are too small to conclude anything from — a 50% win rate on four leads is arithmetic, not evidence, and restructuring a sales process around it would be a mistake.
How the value at risk is calculated
This is the number most likely to be challenged, so it is worth understanding before you present it.
The obvious calculation would be:
untouched leads × average deal valueThat is wrong, and badly. It assumes every untouched lead would have converted — a 100% win rate, which no business has ever had. A company closing 8% of leads that ignored 37 did not lose 37 deals; on its own evidence it lost about three.
So the figure shown is:
untouched × your historical win rate × your average won deal valueThe workings appear on screen with the actual inputs, and no estimate is shown at all until you have at least three closed deals with values recorded. A fabricated number here would be the most damaging thing on the screen, precisely because it is the one that gets shown to clients.
Even this is optimistic. Reps triage, so the leads they skipped are probably worse than average rather than the same — the screen says so.
The leakage funnel, and what "progressed" means
Five steps: received, assigned, contacted, progressed, converted. Each is measured against the whole cohort rather than the previous step, so a lead that skips a step still counts correctly — someone can be contacted without ever having been formally assigned, and a strict funnel would hide that.
Progressed means the lead moved beyond your first pipeline stage. This CRM has no separate "qualified" flag, so movement is the closest honest measure available. If you want something stricter, that is a case for adding a stage rather than reinterpreting this number.
The three gaps underneath
- Never assigned — nobody owns these, so nobody is going to call them.
- Assigned but never contacted — someone owns them and has not acted.
- Contacted, still open, no follow-up scheduled — spoken to once and left without a next step. This is the most common way a live deal goes quiet, and the easiest to fix: add a task.
By salesperson
An account-wide average of forty minutes usually hides one person rather than describing a team habit. This table is where you find out which. Read the untouched percentage alongside the response time — someone fast on the leads they work but ignoring a quarter of them is a different conversation from someone uniformly slow.