Pay attention my B2B marketing and sales leader friends. If your typical sales cycle is six to nine months, ninety percent of the sales you book in 2018 will either a) be won by the end of June, or b) in the sales pipeline by the end of June. The other ten percent will be made up of small, non-strategic deals typically from current customers. If your organization does not have a calendar year end, substitute June for the last month of your second quarter.
The math is straight-forward. If you create an opportunity in July with a 6–9 month sales cycle, the earliest you could expect to close it would be December or January of the following year (~6 months), but more than likely it would be Q1 of the next year.
If you are a marketer, realize that most of your Q3 and Q4 marketing efforts won’t begin to deliver results until late Q4 and early Q1 2019 .
If you are a sales leader, realize that identifying and shepherding the top deals in the June pipeline with a reasonable close date for 2018 will deliver the highest return. Everything added to the Pipeline July onward will be important for Q1 and Q2 2019, but will have limited impact for 2018.
With June fast approaching, now is the time to look at the sales pipeline and marketing initiatives calendar to prioritize time, effort and investments that will have an impact for 2018.
If your sale cycle is longer or shorter than 6–9 months, the sales math can still be effectively applied. If you have a one month sales cycle, substitute my June for November 2018. If you have a twelve month sales cycle, substitute my June for January 2018.