Long Sales Cycles With Complex Processes Can Complicate Determining ROI
The longer the cycle, the more difficult it becomes to separate out all the factors involved. Did the new ad campaign cause a big bump in Denver-area sales over the past year? Or was it the revamped website navigability? Possibly the new items in the product line? Or, was it the addition of two great sales reps in that territory? And how much of the bump was due to any of these factors? Teasing out each factor takes marketing agility, research ability, and a heckuva lot of patience.