Time to close
Also known as: days to close
In short
Time to close is the elapsed time between when an opportunity is created and when it is marked closed-won. It is usually measured in days and reported as an average or a median across deals.
It applies to a single deal as well as to a segment. Knowing how long a typical deal takes lets you judge whether a specific deal is on track, and when pipeline created today will turn into revenue.
How to measure time to close
Pick a clear start and end, then apply them the same way to every deal.
- Start: Usually the opportunity creation date. Some teams start at first meeting or first touch, which gives a longer number.
- End: The closed-won date in the CRM.
- Average or median: One very slow deal can distort an average. Report the median alongside it.
What changes it
Deal size and complexity
Larger deals tend to involve more stakeholders, security review, and procurement. Each adds days.
Segment and source
Inbound requests, outbound meetings, and referrals often move at different speeds. Break the number out by segment and source before drawing conclusions.
Buyer readiness
Accounts that already have a trigger, such as a new budget or a new leader, usually decide faster than those still exploring.
How to use it
Say your median deal in a mid-market segment closes in 60 days. A deal that has sat in the same stage for 90 days is a flag worth reviewing, and a deal created three weeks before quarter end is unlikely to close in the quarter.
- Forecasting: Use it to decide which open deals can realistically close in the period.
- Pipeline hygiene: Flag deals well past the typical time for their stage and segment.
- Process improvement: Find the stage where deals wait longest and fix that step, such as legal review or pricing approval.
Common mistakes
- Mixing segments: A blended number hides the differences between small and large deals.
- Including only wins: Closed-won deals alone ignore how long lost deals dragged on. Review both.
- Cutting corners to shorten it: Pushing buyers to sign faster can lower win rate and raise churn.
Time to close vs. sales cycle length
Sales cycle length is the broader metric and may start from first contact. Time to close usually starts at opportunity creation, so it is the shorter number of the two.
Time to close FAQs
What is time to close in sales?
Time to close is the number of days between when an opportunity is created and when it is marked closed-won. Teams track it as an average or median to forecast revenue timing and spot deals that are taking too long.
How do you calculate time to close?
Subtract the opportunity creation date from the closed-won date for each won deal, then take the average or median across the deals in your segment. Use the same start and end definition for every deal.
What is the difference between time to close and sales cycle length?
Sales cycle length often covers the whole journey, sometimes from first contact, while time to close usually starts when the opportunity is created. Because of that, time to close is typically the shorter figure.
How can you reduce time to close?
Find the stage where deals wait longest and remove the bottleneck, such as slow legal review or unclear pricing approval. Involve decision makers earlier, share clear next steps, and focus on accounts that show buying signals.
