From Inc · · 1m 20s
Marketing as Investment, Not Vending Machine
B2B marketing takes 2.5 years to close deals, so it’s an investment account, not a vending machine.
In brief
B2B marketing takes 2.5 years to close deals, so it’s an investment account, not a vending machine. B2B marketing cycles take 2.5 years to close deals, so companies should measure marketing against the buying cycle, not quarterly targets. Originally reported by Inc.
Marketing Reports to Sales
Marketing reported to head of sales at one B2B company, so every program got judged on the quarter.
Long Buying Cycles
B2B buying cycles take 10 months, with 94 percent of buyers ranking vendors before sales contact.
Short Measurement Window
Marketing’s 10-week campaigns produced early leads but fewer than hoped, leading to program cuts.
2.5-Year Deal Cycles
Deals took over two and a half years to close from marketing’s first touch to close.
The 95:5 Rule
Only five percent of potential buyers are in market right now, with the other 95 percent buying later.
Marketing as Investment
Marketing should be measured against the buying cycle, not quarterly targets, like an investment account.
Four Operating Rules
Marketing owned every stage before sales, ran programs for two quarters, adjusted quarterly, and planned for next year in September.
Sales Benefits
Consistent programs mean buyers know your company before sales contact, increasing deal chances.
The headline
B2B marketing cycles take 2.5 years to close deals, so companies should measure marketing against the buying cycle, not quarterly targets.
