Sales cycle

What it is

B2B cycles can run for months and involve several people. Consumer purchases often close in a single visit.

Why it matters

Long cycles delay the signal ads need: the result of a click may not be known for a quarter.

In practice

Measure the median time from lead to won deal, by segment, and use earlier stages as proxies while deals mature.

A common mistake

Judging new campaigns before the cycle could possibly show results.