Latency

Latency denotes the time interval between an action and its resultant effect, or a stimulus and the corresponding reaction. In the context of computer networking, it specifically pertains to the duration taken for a data packet to move from its origin to its endpoint. Ideally, this duration should approach zero, as elevated latency can adversely affect various aspects, including webpage loading times and application efficiency.

Several factors influence latency, including the physical distance the data must cover and the effectiveness of the network infrastructure. It is seldom due to a single point of failure; rather, it results from a combination of multiple minor delays. These delays may arise from the transmission medium, network congestion, and the hardware that processes the data.

High latency is not merely a trivial issue; it has a direct effect on business operations. For applications that interact with customers, this can lead to subpar user experiences and diminished engagement. Internally, it can create bottlenecks that impede critical workflows and reduce productivity.

In the realm of GTM, latency can hinder vital processes such as data enrichment and lead qualification. This delay can render time-sensitive campaigns less effective, ultimately restricting a team's capacity to engage prospects with timely and pertinent information.

Although often used interchangeably, latency and lag refer to different dimensions of performance delays.