---
title: "Sales cycle"
description: "What is a sales cycle? How long it takes to turn a new opportunity into a won sale. Learn how B2B teams measure it, why it runs long and how to plan with it."
url: https://1flux.ai/glossary/sales-cycle
last_updated: 2026-10-10
---

[Sales and CRM](https://1flux.ai/glossary#sales-and-crm)

# Sales cycle

What is a sales cycle, and why does it run longer in B2B?

Glossary Updated 10 October 2026

Definition

A sales cycle is the time it takes to turn a new opportunity into a won sale, usually measured in days from when the deal is created to when it is won.

## What is a sales cycle in B2B?

B2B sales cycles are long because several people approve each purchase and project timelines drive when orders are placed. Knowing your average cycle helps you plan: if deals take 75 days to close, this quarter’s revenue depends on deals that are already open.

Example: an MEP supplier finds that hospital projects average 120 days from enquiry to PO, while repeat fit-out customers average 21.

An average can hide a few very slow deals, so look at stalled deals too. The sales cycle ends at the win; delivery and collection belong to the order-to-cash cycle, covered in the [quote-to-cash guide](https://1flux.ai/guides/quote-to-cash).

In 1flux

CRM reports show the average sales cycle and flag stale deals that have sat in one stage for 14 days or more. [See CRM reports](https://1flux.ai/products/crm/reports)

Related

## Keep exploring

### [Sales pipeline](https://1flux.ai/glossary/sales-pipeline)

All open sales opportunities, grouped by stage.

### [Deal stage](https://1flux.ai/glossary/deal-stage)

One step in a sales pipeline, such as Lead, Quoted or Won.

### [Win rate](https://1flux.ai/glossary/win-rate)

The share of closed deals or quotations that are won.

### [CRM reports](https://1flux.ai/products/crm/reports)

Pipeline, productivity and quotation reports, scoped to each viewer.

Last updated 10 October 2026