Published: 9/30/2025

The Hard Lesson I Learned about Sales Cycles as a Digital Marketer

When I first started out as a digital marketer, I believed my value was measured by how many leads I could generate. If I filled the pipeline, I had done my job. Simple as that.

So when I was offered a job role based on a profit-sharing model, I jumped at the chance. The concept was exciting: the better results I drove, the more I’d earn. No limits, no cap. I was confident in my skills, so I didn’t see the risk.

But what happened next taught me one of the hardest and most valuable lessons of my career: no amount of good marketing can save a business with a broken sales cycle.

For obvious reasons, I have not talked about the real industry or Company I was working with but if any one of them is reading- "Yes, this is about you"

The Campaign That Looked Like a Dream

The role was straightforward. I was responsible for digital campaigns and lead generation. My focus was on running paid ads, optimizing landing pages, and making sure we attracted the right buyers and a lot more going side by side.

And it worked.

Within a few weeks, we had generated over 100 leads. These weren’t just random clicks or half-interested people. Many of them were genuine buyers who were actively looking for the product. I remember how excited I was watching the leads pour in the CRM. I thought this project would prove my ability and set me up for big success in this profit-sharing model.

At that point, I was proud. I felt like I had cracked the code.

When 500+ Leads Become Only 2 Deals

But then the results came in. Out of all those leads, only two deals actually closed.

I couldn’t believe it. I double-checked my campaigns. I reviewed the targeting. I re-analyzed the ad copy and landing pages. Everything checked out.

Even the sales team admitted in their feedback:

• The leads were solid.
• Most of them were buyers, not just window-shoppers.
• They were genuinely interested.

So why wasn’t anyone closing?

The answer became painfully clear: the sales cycle was broken.

You might think that I was the problem, that could be a issue right but still after months of me leaving that company, I got to know that they still just closed 4 leads with 1000+ leads. That is just 0.4% closing rate. Bro.... they burned close to $100,000K.

What Was Wrong With the Sales Cycle

Here’s what I discovered was happening on the client’s side:

• Leads weren’t being followed up quickly: - By the time someone from the sales team got back, the buyer had already moved on.
• Sales Agent were not trained: - The business actually focused more on sucking money from Agents ( they were on commissions (10-90 split) ) and Employees ( getting paid barely minimum wage with false dreams of commissions).
• No Leadership: - The main Sales Manager was busy setting up business and his partner focused on __________ ( I don't know haha ).
• No clear process: - Sales calls were inconsistent, unstructured, and lacked a script or closing framework.
• Poor alignment between marketing and sales: - While I was sending buyer-ready leads, the sales team wasn’t prepared to handle them.

In short: the marketing engine was running smoothly, but the sales engine was sputtering.

The main problem was the business didn't actually cared, what they cared about was they were getting more agents to get that unfair 10-90 split and paying minimum wage to employees.

How It Cost Me Personally

Here’s the painful part: because my role was on a profit-sharing model, the broken sales cycle became my loss.

Even though I did my job, generated genuine buyer leads, and delivered results on the marketing side, I barely got paid. The income I expected never materialized not because of my performance, but because the business couldn’t convert.

That was a wake-up call.

It showed me that when you tie your pay to profit-sharing, you’re not just betting on yourself you’re betting on the entire sales process of the company. If that process is weak, disorganized, or non-existent, you carry the risk.

And as a marketer, that’s not your job to fix.

The interesting part was that they fired me on the day I was going to get my first commission.

The Lesson: Marketing ≠ Sales

That role taught me something every digital marketer needs to hear:

👉 Good marketing cannot rescue a bad sales cycle.

You can bring the right people through the door, but if the business doesn’t have the systems, people, and processes to close, the leads will walk right back out.

This is a truth many marketers overlook, especially when they’re just starting out. We think, “If I can deliver quality leads, everything else will take care of itself.” But businesses are complex. And often, the gap isn’t lead generation—it’s lead conversion.

Why I Avoid Profit-Sharing Models Now

Since that experience, I’ve completely changed how I approach compensation.

• Flat fees first. I charge for my skills, time, and expertise up front. That way, no matter what happens in the client’s sales cycle, my work is fairly compensated.
• Audit before performance pay. If a client suggests profit-sharing, I now audit their sales system. I want to see their follow-up speed, CRM setup, sales scripts, and close rates. If those aren’t solid, I don’t risk it.
• Clear boundaries. I define where my responsibility ends. I generate leads. What happens after that is up to the client’s sales team.

This approach has saved me countless headaches and protected me from being penalized for things outside my control.

Why Sales Cycles Matter to Marketers Too

Now, you might be thinking: “But if I’m just responsible for leads, why should I care about the sales cycle at all?”

Here’s why:

• Perception of results. Even if you bring in great leads, a weak sales process makes your marketing look ineffective. Clients often blame the marketer when it’s their own sales issue.
• Sustainability of campaigns. If leads don’t convert, clients stop campaigns early. That means less time to optimize and fewer long-term relationships.
• Your reputation. Word of mouth matters. If a business struggles to convert, they may frame it as “the marketing didn’t work,” even if that’s not true.

Understanding sales cycles protects both your income and your reputation.

Final Thoughts

That profit-sharing role where over 500 genuine buyer leads turned into just 2 closed deals was one of the most frustrating moments of my career. But it was also one of the most valuable.

It taught me that as marketers, we can only control so much. We can generate attention, interest, and high-quality leads. But if the business isn’t prepared to close, all of that effort is wasted.

And when your income is tied to a profit-sharing model, you’re the one who ends up paying the price.

So here’s my advice:

• Respect the sales cycle. Study it, understand it, and make sure your clients have it figured out.
• Protect your income. Start with flat fees. Only consider performance pay if the sales system is strong and proven.
• Learn from my mistake. Don’t assume that good leads automatically equal good sales.

It took me one tough experience to learn this lesson. Hopefully, by sharing my story, I can save you from making the same mistake.

Because at the end of the day, marketing can open the door but it’s the sales cycle that decides who walks through it.