Where do you begin the days to close analysis?
1. Click Reports in the navigation. Locate the Lead Closed Sales report on the left navigation of the screen.
2. Configure the filters in the report to match the combination of variables that closely matches the leads you'd plan to nurture.
3. Navigate to the Days to Close tab of the report.
How do you analyze the data in the report?
At the bottom of the Days to Close tab, the Days to Close Summary shows how closed leads are distributed across 30-day buckets and includes cumulative percentages. This allows clients to identify how much of their total conversion volume occurs within specific time ranges.
For example, in the sample report:
- ~16% of closed leads convert within 30 days.
- ~41% convert within 120 days.
- ~61% convert within 180 days.
- ~89% convert within 270 days.
- Nearly 100% convert within 330+ days.
This immediately tells us that most buyers are not making an immediate purchase decision. The buying journey extends across several months, meaning a short 30- or 60-day nurture program would stop communicating well before a large percentage of buyers are ready to purchase.
How do you use the data to determine nurture duration?
A good rule of thumb is:
| Conversion Distribution | Nurture Recommendation |
|---|---|
| Majority convert within 30-90 days | 3-month nurture program |
| Majority convert within 90-180 days | 6-month nurture program |
| Significant volume beyond 180 days | 9-12 month nurture program |
In the example report, more than half of all conversions occur after 150 days, suggesting that a manufacturer would likely benefit from a nurture journey lasting at least six months and potentially up to twelve months depending on product complexity.
How do you determine message frequency throughout the journey?
The report can also help determine cadence.
For example:
Early-stage (Days 0-30)
This is often the highest-interest period after lead submission. Focus on:
- Product education
- Dealer introductions
- Financing information
- Request-a-quote opportunities
- Product comparison content
Communications can be more frequent because buyer intent is typically strongest immediately after engagement.
Mid-stage (Days 31-180)
The Days to Close distribution often shows a significant amount of conversion activity throughout this period. Communications should shift toward:
- Ownership stories
- Lifestyle content
- Product feature deep dives
- Testimonials
- Event invitations
- Inventory availability
Cadence can generally slow while still maintaining engagement.
Late-stage (Days 180+)
If the report shows a substantial number of conversions occurring six months or more after lead creation, continue nurturing with:
- New model announcements
- Seasonal promotions
- Trade-in opportunities
- Product updates
- Limited-time offers
This helps ensure prospects remain connected to the brand until they are ready to purchase.
How do you use average days to close as a benchmark?
Average Days to Close provides a useful planning anchor. In the example report, the average is approximately 153 days.
This suggests:
A lead nurture program should not end before approximately five months if the goal is to influence the average buyer.
If the nurture journey ends at 60 or 90 days, the organization may stop communicating before a large percentage of prospects reach their purchase decision window.
Example recommendation
For a manufacturer with results similar to the sample report:
0-30 days
- 1-2 emails
- Product education and dealer engagement
31-90 days
- Weekly communication timing
- Comparisons, testimonials, ownership content
91-180 days
- Every other week
- Lifestyle content and product consideration support
181-365 days
- Monthly communication
- Promotions, new products, event invitations, trade-up messaging
The Days to Close report essentially allows a client to answer:
"How long do customers actually take to buy after expressing interest?"
Once that question is answered, the nurture program can be built around real buying behavior rather than arbitrary timelines.