03 The metric
Why is first-response time the number that matters?
Because attention decays and an enquirer is usually talking to more than one supplier. Most teams believe their response time is minutes; the audit almost always finds hours, and the gap is where the revenue went.
- What we measure: the median and the 90th percentile time from arrival to first human contact, by channel and by owner. The median flatters; the 90th percentile is where the complaints live.
- What we automate: an acknowledgement inside 60 seconds carrying a named person, a reference and a callback window. It does not replace the call, it holds the enquirer until the call happens.
- What we escalate: anything unactioned past a stated interval, to a second owner and then to a manager, with the escalation count reported rather than hidden.
- What we cannot fix: a team with no capacity. If the audit shows every owner already at their limit, the honest answer is headcount or fewer channels, and we will say that instead of selling a build.
We thought we were responding in ten minutes. The dashboard said the median was four hours and a fifth of leads were never contacted. Nothing about our sales training would have found that.
04 Honesty
Does lead scoring make sense at your volume?
Often not, and we would rather say so. Scoring is a way of choosing what to ignore, which only helps once there is more arriving than a team can work.
| Monthly leads | What actually helps | Our recommendation |
|---|---|---|
| Under 50 | Calling all of them, fast | Skip scoring. Fix capture and response time |
| 50 to 200 | Sorting by stated need and channel | A simple two-factor sort, not a model |
| 200 to 1,000 | Ranking on need, fit and behaviour | Scoring earns its keep here |
| Above 1,000 | Ranking plus routing plus recycling | Scoring, plus rules for what to do with the tail |
What scoring is not
05 Compliance
What the messaging rules allow
Three channels, three rule sets, and two of them carry lead times you have to start early.
- SMS. Commercial messages fall under the Telecom Commercial Communications Customer Preference Regulations, 2018, administered by the the telecoms regulator in your market. The entity, the sender header and every content template are registered on the DLT platform, and unregistered messages are blocked by the operators rather than merely flagged.
- WhatsApp. Business platform message templates need approval before use, so the acknowledgement and follow-up templates are submitted in week one rather than the week before launch.
- Email. A lawful purpose and a working unsubscribe. The simplest channel, and the one where a bought list does the most damage to a sender reputation.
- All three. The General Data Protection Regulation governs the lead data itself wherever those people are in the EU or the UK, and an equivalent regime applies elsewhere. Every record carries the purpose, the timestamp and a withdrawal route that stops the sequences.
06 The people
Who do you actually work with?
Four founders, named. Leads are lost between systems rather than inside them, so one team owns the whole path.
One team owns the path from the ad click to the salesperson picking up. Nobody can point at the next team when a lead goes missing.
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Dhanush Prabha
Co-Founder, CTO and CMO
Connects every source, deduplicates on arrival, builds the scoring and the attribution reporting.
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Sriram Ravichandran
Founder and CEO
Sets the routing rules, the response service level and what counts as a qualified lead.
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07 Cross-border
How do we work with clients in another country?
None of this needs you to be in any particular country. The work is remote either way, so these are the answers a buyer asks for before signing, and they are the same on every engagement we run.
Working hours
Our day runs on UTC+5:30. The overlap window with your team is written into the scope rather than assumed, and everything outside it runs asynchronously.
How we communicate
One written update a day on the channel you already use, a standing weekly call inside the overlap window, and a named person to escalate to. Nothing important is agreed only on a call.
Who you contract with
Synerdyn Private Limited, the company behind IncorpX, named in the agreement with its registration number. The governing law and the forum are agreed before you sign, not after a dispute.
Currency and payment
Invoiced in your currency or in ours, your choice, and settled by bank transfer. Milestones are tied to deliverables you can see, never to elapsed time.
What you own
Copyright in everything built for you is assigned on final payment: source code, design files, prompts, configuration and documentation. Third-party licences are listed by name so nothing is a surprise later.
Where data sits
You choose the region your data is stored and processed in, and the answer is written down before the build starts, with who at IncorpX can reach it and for how long.
Offset from our working day standard time
- London-5:30
- Dubai-1:30
- Singapore+2:30
- Sydney+4:30
- New York-10:30
- San Francisco-13:30
IncorpX is a brand of Synerdyn Private Limited. The contracting entity, the governing law and the invoicing currency are all named in the proposal before you sign anything.
08 Reference
Terms used on this page
- Speed to lead
- The elapsed time between an enquiry arriving and a first human response, measured rather than assumed.
- Deduplication
- Matching an incoming enquiry against existing records on phone, email and company name, with a merge rule deciding what survives.
- Round robin
- Distributing leads in turn across a team, skipping anyone unavailable, so no one accumulates an unworkable queue.
- Lead enrichment
- Adding known information to a record automatically, so a salesperson does not start with a phone number alone.
- Nurture sequence
- A scheduled series of messages to a lead that is real but not yet ready, so the relationship survives until the timing changes.
- Sender registration
- Registering the sending entity and its message templates before commercial messages are delivered. The form it takes differs by market; the requirement for a real opt-in and a working unsubscribe does not.
- Server-side capture
- Writing the enquiry on the server as well as in the browser, so an API failure or an ad blocker does not lose it.
- GDPR
- The EU and UK data protection regime. Article 83 sets administrative fines of up to €20 million or 4% of worldwide annual turnover, whichever is higher, which is why consent, retention and access control are build decisions here rather than paperwork.
09 Questions
Lead automation FAQs
Next step
Send your channel list and last month's leads.
You get back which channels are unwatched, your real median first-response time, and how many leads were never contacted at all. Free, and usually uncomfortable.
Read by Dhanush Prabha, our CTO, not a form queue. Reply usually within one working day, in your time zone.
