The Hidden Cost of B2B Sales Cycle Drag

Enterprise buyers spend more time in procurement than on product evaluation. This episode examines why the second buyer — the risk and compliance officer — silently extends sales cycles by weeks, draining marketing budgets and frustrating account-based teams. Lucas and Luna break down how vendor risk assessments are reshaping demand generation, using real-world examples from Salesforce and Microsoft to show how proactive security documentation can cut negotiation drag. If you’re seeing stalled deals despite strong engagement, the problem isn’t your messaging. It’s your paperwork. Tune in to learn how to win the silent phase of the B2B sale.

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