SaaS purchase cycles have grown from 32 days in 2020 to 44 days in 2023, according to data from Vendr.  Other measures are similarly grim: acquisition costs have more doubled, multi-year agreements are down, and stack consolidation means net new purchases have dropped from 30% of deals to 19%.  One bright spot if you’re a seller: prices are higher because they’re easier to raise when you’re selling a renewal.

Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.