Gartner Research

Tech Go-to-Market: Why Tech Sales Cycles Are Taking So Long and What Needs to Be Done Now

Published: 04 June 2018

ID: G00356767

Analyst(s): Michele Buckley


Many TSPs around the globe say they are experiencing "long sales cycles." Gartner research shows exactly which aspects of widespread technology buying behavior are time-consuming and can delay or destroy revenue if not managed appropriately by technology business unit leaders in sales and marketing.

Table Of Contents


  • How Do You Define "Long" Sales Cycles?
  • Time-Consuming Buyer Behavior That Slows Sales Cycles
    • Extensive Research Across Many, Diverse Sources
    • Building and Rebuilding Business Cases
    • Collaboration Across a Large, Diverse Team
    • Resolving Issues and Objections
  • Sales and Marketing Actions That Accelerate Sales Cycles
    • Lead With Business Outcomes — Not Product Features
    • Target "Mobilizers" Within the Buying Team
    • Give Prescriptive Recommendations and Guidance at All Buying Stages
  • Summary

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