the length of a sales cycle is often determined by the cost associated with the product or service. A costly offer will in general take longer to decide on and make a purchase. n Since B2B products and services are more expensive than B2C their sales cycles tend to be much longer – the difference can be from 1 day for B2C to 6 months for B2B. n Another reason this is so is that the B2B buying process is many times highly structured as well as scrutinized. Let’s explore the components of a classical B2B sales funnel, highlight the differences between a B2B and a B2C sales funnel, and encompass the true essence of customer-based marketing.