In SalesExec, contact rate shows how many of your leads reached a contacted state, and conversion shows how many went on to close. The Key Performance Indicator Report, Distribution Performance Report, and Detailed Performance Report all show contact rate, but each report defines it in its own way, so compare like with like. Speed-to-lead is a separate measure: how long it takes to make the first contact attempt.
What Does Contact Rate Measure?
Contact rate measures the share of leads classified as successfully contacted, based on the report's definition. In SalesExec:
Report | How contact rate is calculated |
Key Performance Indicator Report | The percentage of leads successfully contacted compared to the total number distributed |
Distribution Performance Report | Leads that started in a System Status of New Lead or Waiting and moved to another System Status after an action was taken |
Detailed Performance Report | How many distributed leads were worked |
The Distribution Performance Report definition may differ from a contact rate based strictly on confirmed live conversations. Use the same definition when comparing reporting periods, sales teams, or software platforms.
Which Reports Show Contact Rate and Conversion?
Key Performance Indicator Report: Contact rate, conversion rate (the percentage of contacted leads that moved to a closed or conversion status), lead velocity, distribution counts, and outcome ratios such as closed-to-distributed and worked-to-distributed. You can compare the current period with the previous one.
Distribution Performance Report: Contact rate and Worked Leads (unique leads that received a qualifying status update, appointment, or action), with Push and Pull compared.
Detailed Performance Report: Leads distributed, leads worked, contact rate, appointments created, closed leads, and conversion rate (how many worked leads were closed), by user, branch, or distribution strategy.
Lead Penetration Rate Report: How thoroughly your lead inventory is being worked through contact attempts.
Daily Call Performance Report: Daily calls with answered, missed, abandoned, voicemail, and transferred outcomes.
How Do You Run a Contact Rate Report?
Open SalesExec and go to the Reports section.
Select the report, such as the Key Performance Indicator Report.
Choose your date range.
(Optional) Apply filters, such as user, branch, team, campaign, lead source, or record type.
Run the report and review contact rate, conversion rate, and the other metrics.
How Is Speed-to-Lead Different From Contact Rate?
Speed-to-lead is the time between receiving a new inquiry and making the first contact attempt. It measures responsiveness.
Contact rate is the percentage of leads that reach the defined contacted status. It measures contact effectiveness.
The two should be managed together: a fast first call does not help if leads are not reached, and a high contact rate is harder to reach when leads wait. See Speed-to-Lead and Contact Rate Optimization for Call Centers.
How Do Dashboards and Scoreboards Help?
Dashboards give a real-time sales summary, so you can see if a salesperson needs help, if sales are on track for the day, week, or month, and which lead sources are underperforming. See Setting up Dashboard Reports.
Scoreboards highlight sales team wins in real time throughout the day, week, and month. You can show any sales metric you choose, with background images and videos. See Setting Up Scoreboard Reports and Configure Scoreboard Report.
How Can You Improve Contact Rate?
Prioritize new leads. Use Pull strategies that make recent inquiries available first. See Pull-Based Lead Management and Intelligent Lead Prioritization.
Watch lead source results. Look for low contact rates by lead source.
Check for unworked leads. A large number of distributed but unworked leads can point to workflow or assignment problems.
Staff for peak times. The KPI Report can show when response times run high, such as early morning and lunch hour, so you can stagger your team.
Keep statuses up to date. Missing status updates distort contact and closure rates.
Use consistent filters. Use the same date range and filters when comparing periods or reports.
Frequently Asked Questions
Why do two SalesExec reports show different contact rates?
Each report uses its own definition. For example, the KPI Report compares contacted leads with distributed leads, while the Distribution Performance Report counts leads that moved out of New Lead or Waiting after an action. Filters and date ranges can also differ.
How does SalesExec calculate conversion rate?
In the KPI Report, conversion rate is the percentage of contacted leads that moved to a closed or conversion status. In the Detailed Performance Report, it is how many worked leads were closed.
Can I compare contact rate for Push and Pull distribution?
Yes. The Distribution Performance Report and the Detailed Performance Report break results out by distribution strategy, including Push and Pull.
What is the difference between speed-to-lead and contact rate?
Speed-to-lead measures how quickly the first contact attempt is made. Contact rate measures how many leads reach the defined contacted status.