Long B2B sales cycles make marketing difficult to measure. When a purchase takes months or even years, the time between marketing activity and a completed sale creates a fundamental problem for attribution, optimization, and ROI. The longer the cycle, the harder it is to know which marketing activity actually influenced the outcome, according to [MarTech](https://martech.org/why-long-sales-cycles-make-b2b-marketing-so-hard-to-measure/).
B2B purchases operate differently from B2C.