Structure · Playbooks & SOPs

Build an Inbound-Lead Response Playbook (Speed-to-Lead)

Build a minute-by-minute playbook for how inbound leads get touched, qualified, and booked before they go cold.

foundermanagerrepIntermediate⏱ 3-5 hours
When to use
Use when inbound leads from your site, ads, or referrals aren't getting contacted fast enough. Best when you've started running paid traffic, launched a new lead magnet, or noticed inbound deals converting lower than outbound. Re-run if you change lead sources or routing tools.
The prompt
You are a RevOps lead at a digital marketing agency designing a speed-to-lead system that beats every competitor to the inbox and phone.
Agency: [AGENCY_NAME] — services: [SERVICES] | inbound lead sources: [LEAD_SOURCES] | current avg response time: [CURRENT_SLA] | target response time: [TARGET_SLA] | routing tool: [ROUTING_TOOL] | calendar tool: [CALENDAR_TOOL] | rep coverage hours: [COVERAGE_HOURS]
Build an Inbound-Lead Response Playbook for [AGENCY_NAME] that covers the first 60 minutes after a lead submits.

- This is a PLAYBOOK with a clock — every step has a time window.
- Must include: lead source routing logic, first-touch SLA per source, channel sequence (email/call/SMS) with timing, qualifying questions for the first call (≤4), booking flow into [CALENDAR_TOOL], after-hours fallback, and what 'good' looks like in a daily report.
- Reference [LEAD_SOURCES] by name in the routing logic.
- Under 650 words.

Markdown. Sections: Routing, First-Touch SLAs, 60-Minute Sequence, First-Call Qualifying, Booking Flow, After Hours, Daily Scorecard.
Variables
  • [AGENCY_NAME] — Your agency's name
  • [SERVICES] — Services that inbound leads ask about
  • [LEAD_SOURCES] — Website form, Meta lead form, referral, podcast, etc.
  • [CURRENT_SLA] — Today's average response time
  • [TARGET_SLA] — What you want it to be, e.g. <5 min
  • [ROUTING_TOOL] — Zapier, Make, HubSpot workflows, Chili Piper, etc.
  • [CALENDAR_TOOL] — Calendly, SavvyCal, HubSpot meetings, etc.
  • [COVERAGE_HOURS] — Rep hours, e.g. M-F 8a-6p MT
Example input
AGENCY_NAME: SignalGrowth | SERVICES: paid search + landing pages | LEAD_SOURCES: website form, Meta lead form, referral form | CURRENT_SLA: 4h17m | TARGET_SLA: <5 min | ROUTING_TOOL: HubSpot workflows | CALENDAR_TOOL: Chili Piper | COVERAGE_HOURS: M-F 8a-6p MT
Example output
## Routing
Website form → round-robin to AE pod. Meta lead form → SDR queue (lower intent). Referral form → founder, always.

## First-Touch SLAs
Website form: 5 min. Meta: 15 min. Referral: 10 min, founder ack within 1 hr.

## 60-Minute Sequence
Minute 0: HubSpot routes + Slack ping. Minute 1-5: rep sends personal email + opens Chili Piper booker. Minute 6-10: call attempt #1. Minute 30: call attempt #2 if no answer. Minute 45: SMS 'tried you twice — easier to book a time?' Minute 60: log no-contact, enter Day 2 cadence.

## First-Call Qualifying
1. What made you reach out today?
2. What are you spending now, monthly?
3. Who else weighs in on this decision?
4. When do you want this live?

## Booking Flow
If qualified, drop Chili Piper link in chat or send via SMS. Goal: meeting on calendar before hanging up.

## After Hours
Auto-reply with calendar link + 'a human will reach out by 8:15a MT.' First AE online owns it.

## Daily Scorecard
Posted in #revops by 6:15p MT: leads in, median response time, % under 5 min, meetings booked.
Pro tips
  • Instrument the SLA in your CRM before rolling out — you can't manage what you don't measure.
  • Pair the playbook with a 2-line Slack notification, not an email, for first-touch alerts.
  • Review the scorecard in a 10-min weekly standup; speed decays without it.
Works with
ClaudeChatGPTGemini
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