Data-backed insights from 939 B2B companies (Q1-Q3 2025)
Optimal B2B discovery call duration by segment: SMB 20-30 minutes, Mid-Market 35-45 minutes, Enterprise 50-60 minutes. Average across all: 38 minutes. Calls under 15 minutes have 18% close rate vs. 32% for optimal duration. By industry: SaaS 35 min, Manufacturing 42 min, Services 40 min. Top reps spend 60% of call on questions, 40% on presentation. Source: Optifai Sales Ops Benchmark 2025 (N=939 companies, Q1-Q3 2025)
Across all B2B segments, the average discovery call lasts 38 minutes. However, optimal duration varies significantly based on deal complexity, buyer seniority, and company size. Rushing or dragging out discovery correlates with lower close rates.
20-30 min
Optimal: 25 minutes
ACV: $5K - $25K
Faster decision-making. Buyer is often founder/owner. Shorter attention span, need quick value proposition.
35-45 min
Optimal: 40 minutes
ACV: $25K - $100K
Multiple stakeholders. Need to uncover pain points across departments. More complex buying process.
50-60 min
Optimal: 55 minutes
ACV: $100K+
Deep discovery required. Multiple buying committees. Longer sales cycles justify thorough needs analysis.
There's a strong correlation between discovery call duration and deal close rate. Too short = insufficient discovery. Too long = lost prospect attention.
Under 15 minutes
Rushed discovery. Missed pain points and qualification criteria.
15-25 minutes
Better than rushed, but still insufficient for most deals.
25-45 minutes
Sweet spot. Adequate time for discovery without dragging on.
45-60 minutes
Good for complex deals. Risk of losing prospect attention.
Over 60 minutes
Diminishing returns. Prospect fatigue. Should split into multiple calls.
Key insight: The 25-45 minute range achieves the highest close rate (32%) across all segments. This provides enough time for thorough discovery without losing prospect engagement.
SMB
22 min
Mid-Market
38 min
Enterprise
52 min
Software demos can be quicker. Product-led discovery.
SMB
28 min
Mid-Market
45 min
Enterprise
58 min
Complex technical requirements. Multiple stakeholders involved.
SMB
25 min
Mid-Market
42 min
Enterprise
55 min
Custom solutions require deeper needs analysis.
SMB
24 min
Mid-Market
40 min
Enterprise
54 min
Mix of quick engagements and complex projects.
Top 20% of sales reps (by close rate) follow a consistent time allocation pattern during discovery calls:
Brief introduction. Build trust. Set agenda and get permission for time.
Ask open-ended questions. Listen actively. Uncover pain points, goals, and buying process.
Tailor solution to discovered needs. Show how you solve their specific problems.
Confirm interest. Set clear next steps. Book follow-up meeting.
The 60/40 Rule: Top performers spend 60% of call time asking questions and listening, only 40% presenting. Average reps do the opposite (40% questions, 60% pitch).
-45% close rate
How to fix:
Use BANT or MEDDIC framework. Prepare 10-15 questions beforehand.
-32% close rate
How to fix:
Follow the 60/40 rule. Let prospect do most of the talking.
-28% close rate
How to fix:
"Is 30 minutes enough time? Here's what I'd like to cover..."
-38% close rate
How to fix:
Resist urge to pitch. Discovery comes first, always.
-35% close rate
How to fix:
"Who else is involved in this decision? What's your timeline?"
-25% close rate
How to fix:
End with clear action items and calendar invite for next meeting.
This analysis is based on call recording and CRM data from 939 B2B companies using sales engagement platforms (Gong, Chorus, Salesloft) between Q1-Q3 2025. Call duration is measured from first greeting to end of call. Close rates are tracked at 90 days post-discovery.
Data sources: Conversation intelligence platforms, CRM systems, and industry reports (Gong Labs, Chorus.ai Benchmarks).
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