What do faster cycles mean for your sales pipeline?


One of the biggest challenges and advantages of modern marketing is the ability to access information anytime, anywhere. On the plus side, it’s easier than ever to identify personal profiles, generate leads, and collect user data. On the other hand, it means sales cycles have drastically changed from what they used to be.

What’s Changing?

When buyers are searching for your product online, they have access to direct comparisons immediately. Potential leads can find a wealth of information in seconds- competitors, product reviews, your company’s entire online presence. Consumers are more informed than ever, which can be beneficial. You know your product is good quality, you know your team works hard, and you know your company has a great business plan. Putting that information in front of potential buyers is a welcome opportunity.

However, as true as this is for your company, it is also true for every one of your competitors. Buyers can be overwhelmed with information, and it’s hard to get their attention when they’re scrolling through a list of similar services. This also means it’s harder to start potential buyers on the sales journey for your product. Sales teams have to get attention sooner, jump in earlier, and expedite the sales journey to reduce churn and keep people on their sites.

Traditional sales cycles are speeding up- buyers are searching for products directly and finding a wealth of information in seconds. Your product should not only stand up to your competition in a direct comparison, but also stand out using SEO and marketing techniques.

That’s no small order. So how can sales and marketing teams rise to the challenge?

How Your Team Can Respond

According to the 2020 Gartner report, 61% of business leaders surveyed plan to spend more on business technology than they did before the COVID-19 pandemic. This is a great opportunity for sales teams to jump in, but only if they can capitalise and adapt their sales cycles to match current trends.

Automated marketing helps with the change in traditional sales hours- when people are working at home they are more likely to work outside of traditional office hours. With planned updates and automated marketing messages, leads can still be nurtured until sales reps can make contact.

Sales teams can also adapt to changing trends by updating their messaging to point directly to specific APIs.  Putting an emphasis on getting your result in front of buyers’ eyes first is crucial- effective use of SEO tools can make all the difference between closing a lead and losing their attention.

With all of the information available online, not only can buyers see a great deal about your company, but your team can also see who’s searching for you. By tailoring your content to target the right personas, you can spend your time and energy on leads that are actually interested in your product.

When teams work smarter, not harder, they see results. You know you have a smart team; make sure they have the tools they need to succeed.

Zymplify has the tools to help your team work smarter, keep up with faster sales cycles, and automate time-consuming tasks. Try our free demo today and ride a tiger, not a turtle.

Photo by John Schnobrich on Unsplash

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