Revenue and sales
The sales cycle is the time between first contact and signature.
Enrico Giubertoni treats it as a number to be recomputed on the deals actually closed in the last twelve months, because the length an organisation repeats in meetings and the length its contracts show are almost always two different figures, and the gap between them measures how much forecasting rests on habit rather than data.
An example
In an industrial services company the sales leadership quoted a cycle of six to thirty-six months, and that figure explained why generated leads went nowhere. The contracts actually signed told a story of under two months: the slow leads simply sat there, while the people who bought bought quickly.
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