# 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.
- Title: Marketing as Investment, Not Vending Machine · Inc | Shortify
- Summary: B2B marketing takes 2.5 years to close deals, so it’s an investment account, not a vending machine.
- Keywords: b2b marketing, buying cycle, marketing investment, sales leadership, vendor ranking, pipeline generation, nurture program, Inc
- Source: Inc — https://inc.com/natalie-hogg/stop-treating-marketing-like-a-vending-machine/91431363
- Read time: 1 min
- Topics: b2b marketing, buying cycle, marketing investment, sales leadership, vendor ranking, pipeline generation, nurture program
## 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.
## Key takeaway

B2B marketing cycles take 2.5 years to close deals, so companies should measure marketing against the buying cycle, not quarterly targets.