Reporting and lead quality · ASRR Tech
How do you measure sales cycle duration?
Define start and end points and treat open journeys separately. Compare similar opportunity types so long projects do not obscure meaning.
A practical example
A subscription sale is not directly compared with a large implementation project.
This is an illustrative situation for assessing your own process.
Checklist for your team
- Choose measurement points.
- Separate open journeys.
- Compare similar types.
What does success look like?
Every duration uses the same definition within its group.
Test this with a recognisable record and have a colleague review the outcome. Note missing information or decisions. Use that finding to improve a working agreement before applying the process more broadly.
Reporting and lead quality: the wider process
A report is useful when everyone shares the definition behind a number. Record which records count, which date applies and how duplicates or cancelled enquiries are handled. Validate a total by checking some underlying records. Compare periods with the same scope and show counts alongside percentages. Small samples can produce large percentage changes. Use the result to improve a working practice, then check whether behaviour and outcomes changed.