Case Study · February 2026
How a Toronto Manufacturer Cut Lead Response Time from 5 Days to 4 Hours
They were not losing deals because of price. They were losing deals because a competitor called the prospect back first. By the time their sales rep followed up — three to five business days later — the decision was already made. This is the story of how we fixed that.
The Problem: Leads Were Dying in Inboxes
Our client is a mid-size contract manufacturer based in the Greater Toronto Area. They make precision components for the automotive and aerospace sectors — long sales cycles, high contract values, and a small but experienced sales team of four reps.
When a new lead came in — from their website form, a trade show badge scan, or a referral — it landed in a shared Gmail inbox. Someone had to notice it, decide whose territory it was, and manually forward it to the right rep. That rep then had to find time between plant visits and client calls to write back.
Average time from lead submission to first contact: 4.7 business days.
Before
After
The pattern is common among Canadian manufacturers. The product is excellent. The team is experienced. But the sales process runs on a mix of email, spreadsheets, and institutional memory — and it breaks down exactly when volume picks up.
What Was Actually Broken
Before recommending a solution, we spent a week mapping how leads actually moved through their business — not how they were supposed to move. What we found:
- —No defined owner for inbound leads — everyone assumed someone else was handling it
- —No record of which leads had been contacted and which had not
- —Trade show leads from three events were sitting in a folder, uncalled, for six weeks
- —Two reps had their own personal spreadsheets for tracking prospects; neither was shared
- —When a deal was lost, no one captured why — so the same mistakes repeated
This is not a people problem. Every one of their reps was competent and motivated. It was a process and tooling problem — and Salesforce is built exactly for this.
What We Built
The implementation took six weeks from kickoff to go-live. Here is what we configured:
Step 01
Lead capture → Salesforce, automatically
We connected their website contact form directly to Salesforce using Web-to-Lead. Trade show badge scans now import via a simple CSV upload process the team can run themselves. Every lead lands in Salesforce within minutes — not after someone checks an inbox.
Step 02
Assignment rules based on territory and product line
Leads are automatically routed to the right rep based on the prospect's province and the product category they enquired about. No manual forwarding. No dropped handoffs. Each rep sees their own queue first thing each morning.
Step 03
Response SLA tracking
We set up an escalation rule: if a lead is not contacted within four business hours, the sales manager gets an automatic alert. Within the first month, this single rule eliminated the tail end of the problem — the leads that were sitting for days because they fell through the cracks.
Step 04
Email sequence automation
When a rep marks a lead as "Contacted", Salesforce triggers a follow-up task for day 3, day 7, and day 14. Reps no longer have to remember who to call back — Salesforce tells them. This alone recovered several deals that had previously gone cold.
Step 05
Pipeline dashboard for the owner
We built a live dashboard showing total leads by source, conversion rate by rep, average response time, and reasons for lost deals. For the first time, the owner could see the full picture in one screen — and spot where the leaks were.
Results After 90 Days
We measured outcomes at the 30, 60, and 90-day marks after go-live. The 90-day numbers:
< 4 hours
Average lead response time
Down from 4.7 days
31%
Increase in lead-to-quote conversion
First 90 days vs prior 90 days
0
Leads lost to inbox neglect
After escalation rules went live
The 31% lift in lead-to-quote conversion did not come from better salespeople or a changed pitch. It came from responding faster than the competition. In manufacturing sales, the rep who gets in front of a prospect first — and stays visible — wins a disproportionate share of deals.
Six months in, the sales manager told us: “I used to spend two hours a week chasing reps for pipeline updates. Now I check the dashboard and I know in two minutes. I'm using that time to actually coach.”
What Canadian Manufacturers Get Wrong About CRM
This project reinforced a few patterns we see consistently in Canadian manufacturing and industrial businesses:
- —The bottleneck is almost never the product or the team — it's the handoffs between people and systems
- —Salesforce implementations fail when they're treated as a data entry system instead of a process engine
- —The most valuable metric most manufacturers don't track: time-to-first-contact by lead source
- —Automation should replace admin work, not add to it — if reps resist the CRM, the setup is wrong
- —You don't need a 6-month rollout. The changes that matter most can go live in 4–6 weeks
Work with us
Is your sales team losing deals to slower follow-ups?
We help Canadian manufacturers and B2B companies implement Salesforce in 4–6 weeks — focused on the specific problems that cost you deals. Book a free 30-minute call to talk through your current setup.
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