Marcus runs a 22-person solar company across Yorkshire and the North East. Three install crews, a small office team, steady Google Ads spend. On paper, the response problem was solved years ago, once he stopped personally answering every enquiry himself.
Then a cold snap hit on a Friday and energy bills made the local news. Quote requests came in faster than usual all weekend. Each crew assumed the office team had it covered; the office team assumed whichever crew was free would pick it up. By Monday morning, the weekend's enquiry list told a different story.
Six quote requests, no callback within six hours. Four of those six had already booked a site survey with someone else by the time anyone from Marcus's team reached them.
He'd paid for those leads. The team he'd built specifically to handle this hadn't failed because anyone was lazy. It failed because the volume spiked past what three crews and a small office team could absorb in real time, and nobody owned the overflow.