After a really interesting networking session at the Enterprise Ireland Mentor panel meeting today at The Gibson Hotel, Dublin, I thought that I would share something that kept coming up regardless of industry sector.

"The lack of understanding of the sales cycle"

No matter how great the idea, how great the product, this really doesn't matter - it's only great if someone will pay for it.

With different procurement cycles, different tender processes, different global markets that each have their buying nuances, sales is not an easy process it's a journey, and it's a difficult one at that!

Understanding the market potential, the competition, the importance of relationship building, managing prospects and reviewing performance are all vital elements of selling.

Many companies don't attribute enough of their budgets to sales and marketing activities - maybe it's time they should.