When B2B organizations think about velocity, it is typically thought of as the time from the opportunity creation to opportunity closed (won or lost). It only includes the sales cycle. The idea is that a faster velocity (shorter sales cycle) means there is more momentum, which should translate to a higher win rate.
Sales velocity is important, but it’s not the only velocity metric that marketers should be tracking. In addition to helping marketers understand their impact on momentum, a more comprehensive measurement -- total velocity -- enables better forecasting and marketing optimization.
This post will explain the importance of considering the marketing cycle when analyzing velocity and discuss the impact it can have on the marketing team.