If it feels like your deals are taking forever to close, you’re not imagining it. Across B2B sales, cycles are stretching - often from weeks into months. But alongside being incredibly frustrating, it reflects how decision-making has changed. Buyers are more cautious, more informed, and more collaborative than ever, which means sales and business development teams need to rethink their approach.

Therefore, understanding why sales cycles are lengthening - and adjusting strategies accordingly - is paramount to keeping teams productive and focusing on the opportunities that matter the most.

In this Insight Bite, we’ll explore why sales cycles are getting longer, and how you can navigate them to turn delays into opportunities.

 

Why sales cycles are stretching out

Several factors are at play:

• More decision-makers are involved. Nowadays, deals rarely depend on a single person. Multiple stakeholders weigh in, each with their own priorities and approval processes. The average B2B buying group involves 10 to 11 stakeholders in a single purchase decision, and for enterprise deals, it’s closer to 15. For example, a marketing services company pitching a SaaS tool to a large bank may need to get a look-in from marketing, IT, finance, and compliance teams. That’s more voices at the table, more questions, and inevitably, more time before a decision is made.
• Everything is getting stricter. Internal approvals, budget checks, and legal reviews can add weeks to a deal. Media buyers at large companies (like ITV, Channel 4) often navigate multi-stage approvals before a campaign budget is even confirmed. These steps are necessary, but can make the sales cycle feel like running a marathon at a sprinting pace.
• Buyers are doing more homework. Modern buyers are often 57% to 70% of the way through their sales journey before even talking to a rep, and they’ve consumed around 13 pieces of content along the way. They compare options, read testimonials, and - more importantly - develop expectations. Agencies, for instance, may find that brand decision-makers have already benchmarked several creative partners before the first meeting, which shifts the conversation from education to differentiation, and means your team has to show value way earlier than a pitch meeting.
• The complexity of modern campaigns. Another factor is the sheer complexity of today’s marketing campaigns. A sponsorship deal for a sports team, for instance, might involve multiple locations, co-branded campaigns, and integration with other marketing initiatives. Each and every layer adds another decision point and extends the cycle further.

 

Turning these longer cycles into opportunities

Longer cycles don’t have to be a headache. In fact, they can be an advantage if you approach them strategically.

• Map the buying journey. Understanding the path from first awareness to final decision is key. Identify where delays happen, whether it’s waiting for approvals or buyers pausing to compare options. Use this to identify moments where extra guidance or tailored content can make a difference. For agencies, this could mean knowing which brand stakeholders need education on ROI, which ones need tangible case studies, and which ones just need reassurance that your agency can deliver on time.
• Keep buyers engaged. With longer sales cycles, engagement can’t end after the first touch. Keep your prospects front of mind by providing relevant content and guidance at every stage. The key is to be consistent, relevant, and genuinely useful. Don’t prospects with generic emails. Every interaction should move them closer to a decision while building trust. For example, agencies can share case studies or campaign work with prospects evaluating new creative partners, while media buyers can provide successful campaign examples or industry insights to help brands make informed decisions.
• Prioritise with insights. Not every opportunity deserves the same level of attention. Using data to figure out which prospects are most likely to close helps teams focus on the right ones. For example, an agency seeking new business in the food and drink sector should target top spenders in that category and prioritise reaching out to them. Note: Insight-driven prioritisation isn’t just about closing deals faster - it’s about using your team’s time efficiently and ensuring high-value prospects get the attention they deserve. You don’t want to waste your time, or theirs!
• Streamline internal processes. Internal delays can make long cycles even longer. Clear communication, centralised data, and tools to track decision-makers can reduce duplicated effort. Make sure everyone knows who has been contacted, what’s been discussed, and which decision-makers need follow-up.
• Focus on relationship building. Longer cycles allow for deeper relationship building. Instead of rushing toward a “yes,” teams can use the extra time to understand buyers’ priorities, challenges, and expectations. Convince them that you care about their brand, their product, their success. Show them you’re more than just a transaction - you’re a partner. Those who invest in this approach often see stronger client loyalty and more successful outcomes in the long run.

 

A leadership perspective

Patience is essential. Longer cycles are less about inefficiency and more about complexity. Leaders who support teams with insight-driven prioritisation, streamlined processes, and clear engagement strategies can turn lengthy cycles into more predictable, higher-quality outcomes.

Some ways leaders can support their teams:

• Provide training on mapping complex buying journeys.
• Share data on which prospects are high-potential based on industry trends and recent spending.
• Encourage a focus on consistent, value-driven engagement rather than chasing speed.

Ultimately, success comes from understanding buyers’ needs, staying relevant, and focusing on influence over speed. When teams meet buyers where they are, anticipate challenges, and provide value at every stage, long sales cycles stop being a headache and start being an opportunity.

 

Conclusion

Unfortunately, longer sales cycles aren’t going away - but they don’t have to slow you down. With the right insight, planning, and engagement strategies, they can strengthen relationships, improve pipeline quality, and lead to better deals.

At ALF Insight, we help sales and marketing teams navigate these complex cycles by giving them actionable intelligence: who’s ready to engage, what matters most to them, and when to reach out. That way, teams can focus on the right opportunities at the right time, and make every conversation count.

Book a demo with us to learn how we can help your new business pipeline.