Time to close

The amount of time it takes for the inside sales team to close a deal from initial contact to final sale is a crucial metric for businesses of all sizes. It is a key performance indicator that can help identify opportunities for improvement in the sales process and can help increase efficiency. This metric is particularly important for inside sales teams, who rely heavily on their ability to close deals quickly and effectively. In this article, we will explore the meaning of time to close, actionable insights, and how to improve this key performance indicator.

Unlocking the Power of Time to Close Metrics

Understanding the meaning behind the time to close metric is the first step in unlocking its power. Time to close refers to the amount of time it takes for a lead to move through the sales funnel and become a paying customer. This metric is often used to measure the effectiveness of a company’s sales process and can help identify areas for improvement. For example, a high time to close may indicate that there are bottlenecks in the sales process, such as a lack of follow-up or inefficient lead nurturing.

To unlock the power of time to close metrics, it is important to track this metric consistently and accurately. This can be done using a customer relationship management (CRM) system, which can help automate and streamline the sales process. By tracking time to close on a regular basis, businesses can identify trends and patterns in their sales process, and make data-driven decisions about how to improve.

Another way to unlock the power of time to close metrics is to benchmark against industry standards. For example, the average time to close for B2B companies is around 102 days, while B2C companies typically close deals in 84 days. By understanding these benchmarks, businesses can gain a better understanding of how they stack up against their competitors and identify areas for improvement.

Accelerating Sales Growth with Actionable Insights

To accelerate sales growth, it is important to turn time to close metrics into actionable insights. This means using the data to identify opportunities for improvement in the sales process and taking action to address these issues. For example, if the data shows that leads are taking too long to move through the sales funnel, it may be necessary to streamline the sales process or invest in additional sales resources.

Another way to accelerate sales growth is to focus on lead nurturing and follow-up. By developing a more effective lead nurturing strategy, businesses can improve the quality of their leads and reduce the time it takes to close deals. This may include using automated email campaigns, targeted content marketing, and personalized outreach to improve engagement with leads.

Finally, businesses can accelerate sales growth by investing in their sales team. By providing training, coaching, and support, businesses can help their sales team become more effective at closing deals and reducing time to close. This may include providing ongoing training on sales techniques, product knowledge, and customer relationship management.


In conclusion, time to close is a crucial metric for inside sales teams looking to improve their sales process and increase efficiency. By unlocking the power of time to close metrics and turning them into actionable insights, businesses can accelerate sales growth and improve their bottom line. Whether it’s by streamlining the sales process, investing in lead nurturing, or providing training and support to the sales team, there are many ways to improve time to close and drive sales success.