B2B
Business-to-business: commercial transactions between companies rather than between a company and individual consumers. Sales cycles are longer, deal sizes larger, decisions involve multiple stakeholders, and contracts are often multi-year.
In practice
A standard B2B software sale at 20,000 euros annually typically involves three to seven contacts — sponsor, end-user, IT, procurement, management — takes two to six months, and requires demos, requests for proposal, and contract negotiation. Rigorous prospect qualification — budget, authority, need, timeline — avoids spending resources on opportunities with no real path to close. In B2B, 20 percent of clients typically generate 80 percent of revenue.