4 The sales process Once you have generated demand and recruited a team, how do you translate it into revenue? The sales process will vary depending on your market and business model, but it is vital to understand your process, map it, and follow it. The more complex the software, and the bigger the organizations you are selling to, the longer the sales process is likely to be—it is not uncommon for a €100,000 deal to have a 6-12 months sales cycle.¹ ¹Source: Stefan Groschupf, Automation Hero 29