# What is the actual cost of slow decisions?

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Publicerad: 2025-08-28T11:36:34

<h3 class="wp-block-heading">Many CMOs know that things take time – fewer know exactly how expensive it is. This article demonstrates a simple method for converting wait times and extra sign-offs into currency, helping you deprioritize what is slowing you down.</h3>

<p class="wp-block-paragraph"><strong>Why slow decisions drag down growth</strong></p>

<p class="wp-block-paragraph">In B2B marketing, <strong>time-to-market</strong> is often decisive. Yet many projects get stuck in long decision loops, extra approvals, and protracted iterations. This leads not only to team frustration – it is also expensive for the bottom line.</p>

<p class="wp-block-paragraph"><strong>A delayed campaign can mean:</strong></p>

<ul class="wp-block-list">
<li>Missed exposure during a critical period (e.g., a product launch).</li>

<li>Lost leads that go to the competitor.</li>

<li>More expensive media and production hours when everything must be compressed.</li>
</ul>

<p class="wp-block-paragraph"><strong>How to calculate the cost of waiting</strong></p>

<p class="wp-block-paragraph">Put simply, you can calculate it like this:</p>

<p class="wp-block-paragraph"><strong>Formula:</strong></p>

<p class="wp-block-paragraph"><em>(Hourly cost for the team × number of people in the project × number of lost days) + missed campaign value</em></p>

<p class="wp-block-paragraph"><strong>Example:</strong></p>

<ul class="wp-block-list">
<li>Team of 5 people, average cost 650 kr/h.</li>

<li>3-day delay due to decision loops.</li>

<li>Total cost in pure time: approx. 78 000 kr.</li>

<li>Add lost campaign revenue of 200 000 kr → the delay costs nearly 280 000 kr.</li>
</ul>

<p class="wp-block-paragraph"><strong>Decision Matrix: When to run, pause, or scale down?</strong></p>

<p class="wp-block-paragraph">A decision matrix helps you prioritize correctly and avoid unnecessary stops.</p>

<figure class="wp-block-table"><table class="has-fixed-layout"><tbody><tr><td><strong>Campaign Type</strong></td><td><strong>Decision Level</strong></td><td><strong>Recommended Action</strong></td></tr><tr><td>Tactical SoMe ads</td><td>Marketing Manager</td><td>Run immediately, iterate later</td></tr><tr><td>New product launch</td><td>CMO + CTO</td><td>Run once the minimum viable version is ready</td></tr><tr><td>Major brand rebrand</td><td>Management Group</td><td>Pause if core insights are missing, otherwise scale gradually</td></tr></tbody></table></figure>

<p class="wp-block-paragraph"><strong>Five quick actions to cut decision time</strong></p>

<ol start="1" class="wp-block-list">
<li><strong>Define mandates in advance</strong> – who is allowed to make which decisions?</li>

<li><strong>Set deadlines on feedback</strong> – e.g., a 48h rule.</li>

<li><strong>Work with prototypes instead of PowerPoints</strong> – it creates faster consensus.</li>

<li><strong>Automate approvals in Slack or Teams</strong>.</li>

<li><strong>Use sprints instead of ongoing meetings</strong> – clearer scope, less noise.</li>
</ol>

<p class="wp-block-paragraph"><strong>How others do it: The 48h sprint flow in practice</strong></p>

<p class="wp-block-paragraph">Many fast-growing scaleups have transitioned to a sprint flow where the <strong>first delivery always arrives within 48 hours</strong>. This reduces the number of unnecessary decision rounds, creates momentum, and ensures the backlog actually gets cleared.</p>

<p class="wp-block-paragraph">One example: a Nordic SaaS company reduced its campaign lead time from 3 weeks to 5 days by replacing the quote circus with a credit-based sprint setup.</p>

<p class="wp-block-paragraph"><strong>Conclusion: Decision speed = competitiveness</strong></p>

<p class="wp-block-paragraph">Slow decisions are not just an annoyance – they are a concrete cost in kronor and lost growth. By calculating the numbers and implementing simple measures, you can free up resources and increase your pace.</p>

<p class="wp-block-paragraph"></p>

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