Sales Cycle Length
Average Sales Cycle Length
Sales cycle length measures the average time from first touch to closed-won deal. For B2B SaaS, this typically ranges from 14 days (SMB self-serve) to 6-12+ months (enterprise). Lengthening cycles often signal deal complexity, competitive pressure, or qualification problems.
A B2B SaaS company closes 20 mid-market deals in Q1. Total cycle time across all deals: 1,800 days. Average sales cycle = 1,800 / 20 = 90 days. If Q2 shows 105 days, something changed — perhaps larger deals, more stakeholders, or competitive displacement.
Your sales cycle length tells you how much runway you actually have. If deals take 90 days to close and you're running out of pipeline, you don't have a 30-day problem — you have a 90-day problem that started 60 days ago. The other uncomfortable truth: your cycle length is a lagging indicator. By the time you see it lengthening, the damage is done. Smart teams track stage velocity separately — knowing that deals are getting stuck in procurement (vs. discovery) changes the intervention completely. Also, segment your cycles: mixing SMB and enterprise deals gives you a meaningless average.
Define ItOther Definitions
“Sales cycle length is the amount of time it takes for a lead to move through your pipeline and become a customer. It's measured from first meaningful contact to closed-won.”
“The sales cycle refers to the series of predictable phases required to sell a product or service. The length of the sales cycle depends on the product, industry, and target buyer.”
“B2B buying cycles have become increasingly complex, with the average enterprise purchase now involving 6-10 decision makers and lasting 4-12 months.”
Sales cycle length is the average duration from a prospect's first meaningful engagement to deal close. In B2B SaaS, cycle length varies dramatically by deal size and complexity: SMB deals might close in 2-4 weeks, mid-market in 1-3 months, and enterprise in 6-12+ months. Understanding your cycle length is critical for pipeline management and forecasting. A lengthening cycle often indicates changing buyer behavior, increased competition, or deals entering your pipeline before they're qualified. The metric is most valuable when segmented by deal size, customer segment, and sales rep. Stage-by-stage velocity analysis reveals exactly where deals get stuck — whether in procurement, legal review, or stakeholder alignment.
MistakesCommon Mistakes
Mixing SMB and enterprise deals into one average — segment by deal size
Measuring from opportunity creation instead of first touch — misses marketing contribution
Ignoring stage velocity — knowing WHERE deals stall matters more than overall length
Not benchmarking against deal size — longer cycles are expected for larger deals
Reacting to cycle length changes too late — it's a lagging indicator
Deals taking 30% longer to close than last quarter?
We analyze your stage velocity to find exactly where deals get stuck — then build the processes to accelerate them.
Experience across
