Having a months-long average sales cycle to sell an $11/month tool may not make sense. If you offer incredibly niche software aimed at B2B companies, your prospects may take longer to evaluate how your service meets their needs. The more complex the software, the longer it’ll take your potential customers to recognize the full value of the product, which leads to a lengthier sales cycle. The final step is to divide the total revenue by the number of units sold.

Alternatively, the average sales cycle helps finance spot downturns in revenue. The average selling price (ASP) is a term that refers to the price that a good or service is sold for. So if a company has an average accounts receivable balance for the year of $10,000 and total net sales of $100,000, then the average collection period would be (($10,000 ÷ $100,000) × 365), or 36.5 days. The average collection period is closely related to the accounts turnover ratio, which is calculated by dividing total net sales by the average AR balance. The average receivables turnover is simply the average accounts receivable balance divided by net credit sales; the formula below is simply a more concise way of writing the formula. Understanding the sales growth rate is a critical metric that empowers companies to make data-informed decisions.

The average collection period may also be used to compare one company with its competitors, either individually or grouped together. Similar companies should produce similar financial metrics, so the average collection period can be used as a benchmark against another company’s performance. Alternatively and more commonly, the average collection period is denoted as the number of days of a period divided by the receivables turnover ratio. The formula below is also used referred to as the days sales receivable ratio.

Using this sales metric, if you get a certain number of leads, you’ll know what your sales figures may look like a few days, weeks or months down the line. Also, if you set a KPI to reduce your Average Sales Cycle Length then you can accelerate revenue growth, a tactic often used for high growth companies. Once your sales team has the most promising leads sorted out, your sales reps should reach out to them and learn more about their pain points.


When using DSO to compare the cash flows of a number of companies, you should compare companies within the same industry, with similar business models and revenue numbers. If you try to compare companies in different industries and of different sizes, the results you’ll get will be misleading because they often have very different DSO benchmarks and targets. Looking at a DSO value for a company for a single period can provide a good benchmark for quickly assessing a company’s cash flow. In general, small businesses rely more heavily on steady cash flow than large, diversified companies.

Let’s say that Company ABC recorded a yearly accounts receivable balance of $25,000. Real estate and construction companies also rely on steady cash flows to pay for labor, services, and supplies. A high DSO number can indicate that the cash flow of the business is not ideal. If the number is climbing, there may be something wrong in the collections department, or the company may be 49 unique passive income ideas to build your wealth in 2021 selling to customers with less than optimal credit. Divide the total number of accounts receivable during a given period by the total dollar value of credit sales during the same period, then multiply the result by the number of days in the period being measured. The best average collection period is about balancing between your business’s credit terms and your accounts receivables.

Check out The Ultimate Guide to Sales Metrics to discover what other valuable sales metrics your team should be measuring. Lastly, a successful sales growth rate will largely depend on the unique sales goals of the company. Each company has its own set of goals and strategies that are highly influenced by the factors above, as well as the company’s leadership, stakeholders, and sales team bandwidth. DSI is a measure of the effectiveness of inventory management by a company. Inventory forms a significant chunk of the operational capital requirements for a business. By calculating the number of days that a company holds onto the inventory before it is able to sell it, this efficiency ratio measures the average length of time that a company’s cash is locked up in the inventory.

Equip reps with the right content at the right time

A large company that brings in $10 million in sales one year, and $12 million in sales the next year has a sales growth rate of 20%. Though the actual sales growth rate for the larger company is lower, this company had to bring in significantly more money than the smaller company. There are no hard and fast values that indicate a “good” or “bad” sales growth rate because the rate of growth is relative for each company. Here are a few factors that can impact how much a company can expect to see sales growth from year to year.

Once you have the required information, you can use our built-in calculator or the formula given below to understand how to find the average collection period. Through this metric, you can learn how your primary business generates more (or less) revenue from one period to the next—regardless of other, inconsistent revenue sources, fluctuating expenses, and costs. What this really gives you is a baseline to try and improve your sales processes or coach your reps to get the cycle length as low as possible. You won’t have to spend additional resources and time educating them on your value proposition. They’ll know your product and make a purchase faster, shortening your sales cycle. Before contacting your sales team, a prospect will likely do their own research about the product.

Compare Against Time Periods

In order to calculate the average collection period, divide the average balance of accounts receivable by the total net credit sales for the period. Then multiply the quotient by the total number of days during that specific period. Average collection period is calculated by dividing a company’s average accounts receivable balance by its net credit sales for a specific period, then multiplying the quotient by 365 days. Or multiply your annual accounts receivable balance by 365 and divide it by your annual net credit sales to calculate your average collection period in days for the entire year. Generally, your sales cycle length will be shorter if you’re selling to SMBs and longer if you’re selling to enterprises.

Sales Margin Formula

You may need to consider other factors, such as variable costs, in calculating profit margins. By doing so, they aim to maintain their competitive edge while addressing consumer preferences effectively. Keep in mind that while ASP provides insight into the pricing behavior of your customers, it might not necessarily reflect the profitability of your business. Although cash on hand is important to every business, some rely more on their cash flow than others. The average collection period is often not an externally required figure to be reported. The usefulness of average collection period is to inform management of its operations.

What Are the Stages of a Sales Cycle?

Analysts and investors will look at the trend of a company’s average selling price and draw conclusions from it. The price of a product will depend on the type of product and where the product is in its product cycle. As a product ages and becomes obsolete, the average selling price often decreases.

The average collection period indicates the effectiveness of a firm’s accounts receivable management practices. It is very important for companies that heavily rely on their receivables when it comes to their cash flows. Businesses must manage their average collection period if they want to have enough cash on hand to fulfill their financial obligations. The average collection period is an accounting metric used to represent the average number of days between a credit sale date and the date when the purchaser remits payment.