Businesses used to hope to call leads within an hour, then it was 5 minutes, then under 60 seconds. The trends show contacting internet leads boils down to a game of milliseconds. In fact, pretty soon TIME won’t be as important as latency, location, or hardware speed. Just like Wall Street’s high frequency traders that have dominated the stock market, you’ll need to be fast if you want to be the one connecting with the consumer on the phone.