Marketingblatt - Marketing Blog



Angelika Gmeiner | Angelika Gmeiner / January 12, 2024

Efficiency and effectiveness should be at the heart of any successful sales strategy. In today's blog article, we take a deep dive into the importance of this central business process and show why the targeted optimization and shortening of the sales cycle is crucial for companies.

A clever optimization of this cycle not only means increased efficiency, but can also have a direct impact on the company's success. From reducing costs to increasing customer satisfaction, the benefits of a targeted adaptation of the sales cycle are manifold and can create a sustainable competitive advantage. Our tried-and-tested strategies show not only large companies, but also small and medium-sized enterprises how they can make even better use of existing resources by cleverly adapting their sales process.

In the following sections, you will learn more about the individual phases of the sales cycle, the challenges involved and above all, how you can successfully overcome these challenges. Immerse yourself with us in the world of sales strategies so that you can not only understand your sales cycle, but also improve it in a targeted manner in order to achieve sustainable business success.

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A sales cycle is a structured process that describes the entire path a potential customer takes from the first contact with a company to the closing of a deal. Companies plan, organize and optimize their sales strategies on the basis of this concept. The sales cycle is therefore a fundamental tool in the field of sales management.

The concept of the sales cycle was created by bringing together various models and practices aimed at systematically guiding potential customers through the entire sales process. The work of Elmer Wheeler, a pioneer in the field of sales psychology, had a decisive influence. In the 1930s, he coined the term "Don't sell the Steak, sell the Sizzle" and laid the foundation for the understanding that the sales process is not just about the product itself, but also about the customer's emotions and needs.

Today, the sales cycle serves as a guide for salespeople to identify potential customers, understand their needs, present compelling offers and ultimately close the sale. The sales cycle allows companies to guide the customer through planned interactions and stages, ensuring a structured and effective approach to sales.

By accurately analyzing and adapting the sales cycle, companies can make the sales process more efficient, improve customer retention and ultimately increase revenue. A sound understanding of the sales cycle also enables companies to identify potential challenges in the sales process at an early stage and proactively overcome them, which can lead to sustainable competitiveness in the market.



A clearly defined sales process offers a multitude of benefits for companies that go beyond efficient and successful customer acquisition. Here are some of the outstanding benefits:

checkIncreased efficiency: A structured sales process enables your sales teams to work more efficiently. Clear guidelines and steps help to save time and optimize processes. Better organization allows salespeople to use their resources in a more targeted manner and focus on promising leads.

checkHigher close rates: By structuring the sales cycle, sales teams can better address customer needs and emphasize clear added value. This leads to more convincing sales conversations and increases the probability of closing a deal.

checkBetter forecasts: The structure of a clearly defined sales process allows companies to better track the progress of deals. This facilitates the creation of accurate forecasts and supports management in resource planning.

checkIncreasing revenue: A well-defined sales process contributes directly to increasing turnover. By optimizing sales strategies and increasing close rates, companies can increase their revenue. This is particularly important in a highly competitive environment where effective sales practices make all the difference.

checkImproved customer experience: A well-thought-out sales process also increases the feel-good factor for customers or those who are to become customers. There is a positive influence thanks to clear communication and smooth steps. This promotes trust and strengthens the relationship.


Together, we introduced HubSpot as a powerful CRM and all-in-one solution for sales & marketing automation, optimized the sales funnel & process to the maximum and created meaningful sales report dashboards.



The sales process can be divided into seven essential phases, from the initial contact to the closing of a deal. Optimizing each stage is not only important in itself, but also influences the effectiveness of the subsequent steps. The successful identification of potential customers facilitates outreach, effective outreach facilitates qualification, and the intertwining continues through the entire sales cycle. Continuous optimization allows companies to respond flexibly to market changes and customer needs, ensuring an efficient and successful sales process. In the following sections, we will take a closer look at the individual phases and the specific measures for optimization.

1. Prospect

Identifying potential customers marks the beginning of the sales cycle. Thorough analysis and target group identification are crucial here. Optimizing this step involves refining marketing strategies to target those who are most likely to have a need for the products or services on offer. Use your existing data to create accurate customer profiles. By analyzing demographics, behavior and purchase history, companies can develop a deeper understanding of their target audience. But beware: your target group is constantly changing. Review ICPs (Ideal Customer Profiles) regularly and adjust them if necessary. By addressing your target group precisely, you will get exactly the leads into your pipeline that are qualified for the following steps.

2. Contact/Connect

The contact establishment phase opens up the opportunity for personal exchange. Effective communication and the creation of connections are essential. Optimizing this step involves using different communication channels such as email, telephone or network portals. Put yourself in the shoes of your future customer and consider which method of contact is most comfortable for them. Personalize your approach to ensure a positive first interaction. After all, a 'Dear Sir or Madam' or generalized statements immediately show how little effort your sales department has put into this step.

3. Qualifying

In this phase, potential customers are checked for their suitability. Unqualified leads, whether due to location, industry or other qualifying characteristics, can be excluded from resource-demanding activities. By following up on qualified leads, you promote the efficiency of your sales team. Optimizing this phase involves implementing clear criteria and automated tools to evaluate customer potential. Various qualification frameworks can be found here.

4. Nurturing

In order to keep customers interested and to be remembered by them when they reach the point where they want to make a purchase decision, you should nurture your leads and provide them with information on a regular basis. Continuous communication and customized content promote relationship development. In this phase, we build heavily on the findings of the identification phase to ensure a target group-oriented approach. Optimization includes the implementation of marketing automation to efficiently deliver personalized content and strengthen customer loyalty. Various lead nurturing strategies can be found in our blog article.

5. Offer

The offer should precisely address the customer's needs. A clear presentation of the added value and unique selling points is crucial. Companies often try to shine with their technical expertise and detailed knowledge of the relevant systems - but your potential customer is often not even familiar with the system and has little interest in the 'how'. For them, the focus is on solving their current problem after commissioning your services or purchasing a product. Optimizing this phase involves continuously adapting offers based on customer feedback and market analyses. Again, put yourself in the customer's shoes and critically question how much detailed knowledge is required. Rather focus on the customer benefit in your descriptions.

6. Handling Objections

Objections are unavoidable, but can be minimized through an optimized and customer-focused offering. The ability to deal with them effectively is crucial. Optimizing this phase involves training salespeople to proactively address objections, mention them to the customer and present the solution immediately. Feedback loops with both won and non-won customers help you to find out which screws you need to turn.

7. Closing

The closing phase is the highlight of the sales cycle. A convincing closing discussion and clear instructions are of crucial importance. However, salespeople often do not know exactly what happens after the deal is closed. Questions about order confirmation, contract and invoicing can quickly lead to awkward silences. Therefore, make sure that your salespeople can answer these questions confidently and also name a colleague who will subsequently be responsible for the newly acquired customer, carry out a kick-off and take care of everything. This will also help you to optimize the last phase of the sales cycle.

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The sales cycle is associated with various challenges that can affect efficiency and impact sales success. Successfully overcoming these challenges requires not only a strategic approach, but also continuous adaptation to the changing market landscape.

AdobeStock_171838554Long sales cycles

Challenge: Long sales cycles can occur, particularly in industries with complex products or services.

Strategy to overcome: Implement lead nurturing strategies to maintain the relationship with potential customers over a longer period of time. Continuous communication, adapted to the different stages of the buying process, can increase the likelihood that the company will be remembered when the customer is ready.

AdobeStock_171838554Lack of qualification of leads

Challenge: Lack of time and resources can lead to unqualified leads receiving unnecessary attention.

Strategy to overcome:  Implement effective lead qualification processes to ensure sales teams focus their time on leads with the greatest potential. Automation tools can help increase the efficiency of qualification.

AdobeStock_171838554Rejections and objections

Challenge: Objections and rejections are part of the sales process. However, they can hinder progress.

Strategy to overcome: Training sales teams in effective communication and negotiation techniques to proactively address objections. Developing argumentation guidelines and analyzing common objections can help maintain a positive interaction even in difficult situations.

AdobeStock_171838554Competitive pressure

Challenge: Competition for customers has never been higher and can increase the pressure on sales teams.

Strategy to overcome: Differentiate by clearly communicating unique selling propositions and added value. A deeper understanding of the competition and adapting your sales strategy accordingly can help you stand out from the competition.

AdobeStock_171838554Unpredictable decisions

Challenge: Customer decisions are not always predictable and can take unexpected turns.

Strategy to overcome: Build strong relationships through personalized interactions and excellent service. Integrating customer feedback into the sales process enables companies to respond flexibly to changing customer needs. It is also an optimal way to retain customers.




The increasing integration of technology, particularly customer relationship management (CRM) systems like HubSpot, is having a revolutionary impact on the efficiency and effectiveness of the sales process. Here are some key aspects of how technology is helping to streamline the sales cycle:

Efficient lead management

The implementation of a CRM system such as HubSpot enables centralized lead management. By effectively capturing, organizing and prioritizing leads, companies can target the most promising prospects. This not only increases efficiency, but also the chances of success throughout the entire sales process. 

Automated workflows

In particular, HubSpot's automation features offer the opportunity to streamline repetitive tasks in the sales process. Companies can set up automated email campaigns, lead nurturing sequences and follow-up procedures. This not only saves time, but also improves engagement through timely and personalized interactions.

Data-driven decision making

CRM systems provide valuable data and insights into the sales cycle. With HubSpot, companies can use this data to make informed decisions. This includes lead scoring for prioritization, performance analysis for evaluating strategies and adjusting sales approaches based on real-time information.

Personalized customer interactions

HubSpot's personalization features play a crucial role in customizing customer interactions. By implementing personalization strategies, each lead receives an individualized text, which strengthens identification with your company.

Improved communication and collaboration

CRM systems, such as those integrated into HubSpot, improve internal communication and collaboration within sales teams. Setting up collaboration tools ensures that all team members are on the same page. This leads to a smoother and more effective sales cycle.

However, the technology implemented is only as effective as the team using it. Therefore, training and education of sales teams is crucial. From effective use of the CRM system to negotiation and communication techniques, continuous training strengthens salespeople's skills and enables them to excel in the sales cycle.



The sales cycle is not just a process, but a key driver of business success. The effective integration of technology and the continuous development of sales teams are key elements in streamlining the sales cycle and ensuring sustainable success. Companies that focus on optimizing and adapting these processes will not only operate more efficiently, but also increase customer satisfaction and achieve long-term sales success.

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Tags: Marketing Automation AI Lead Management HubSpot CRM

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