Scenario

You work on an IT management product with a long B2B sales cycle and want to A/B test a change near the top of the lead-to-close funnel. The team hopes the experiment will improve downstream revenue outcomes, but you are concerned that the sales cycle is long, accounts involve multiple stakeholders, and early reads may be misleading.

Question

What are the main pitfalls of running experiments in a long B2B sales cycle, and how would you design the test and analysis so the results are trustworthy enough to make a launch decision?