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The one external number we lean on: a Harvard Business Review study of 1.25 million sales leads found that firms contacting a lead within an hour were nearly seven times as likely to qualify it as those that waited even an hour longer, and more than sixty times as likely as those that waited a day (Oldroyd, McElheran & Elkington, “The Short Life of Online Sales Leads,” Harvard Business Review, March 2011). Every other number here is a stated, conservative assumption — and you can adjust each one above.