Revenue Leak Calculator
Research Notes
The citations behind the calculator and every assumption we make, written out in full.
How this is calculated
The math works in odds. Your close rate is converted to odds, then adjusted for how fast you respond and how many times you reach out. Half of that modeled gain is kept, and the result is capped so no scenario goes past twice your current close rate. If you rarely or never follow up, the scenario uses the full capped amount.
Oldroyd, McElheran & Elkington, Harvard Business Review, 2011. Researchers sent test web inquiries to 2,241 U.S. companies. Measures whether and how fast companies first responded.
From a separate analysis reported in the same 2011 HBR article, covering about 1.25 million leads at 42 companies. Firms that contacted a lead within an hour were nearly 7 times as likely to qualify it as firms that waited an hour or more, and more than 60 times as likely as firms that waited 24 hours or more. Qualifying means a meaningful conversation with a key decision maker, not a sale.
Studies of reminders and follow-up messages show results improving by roughly 1.7 times when follow-up continues. To stay conservative, no scenario here goes past twice your current close rate. Sources: Damgaard & Gravert, Journal of Public Economics, 2018. Woodpecker, 2026.
- We apply the HBR ratios to the odds of closing, then cut the gain in half. Our 1 to 24 hour band uses the 7x figure, which HBR measured against everyone who waited an hour or more.
- The persistence curve multiplies the odds of closing a lead, and the result stays inside the cap.
- We reduce the modeled increase by 50%. This is an adjustment chosen by Align & Innovate, not a validated lower bound.
- The touch counts are Align & Innovate planning counts, not research findings. Your answer is compared with the outreach share: 5 and 10.
This is an illustrative scenario from a simplified model, not a guarantee or a financial projection. Your actual results depend on your leads, your offer and your sales process.