B2B funnels are longer, multi-touch, and involve multiple people, so measurement leans on pipeline stages, sales cycle length, and lead-to-opportunity-to-close conversion, often stitched together across CRM and marketing data with real lag between a touchpoint and a closed deal. DTC funnels are typically single-session or short-window, so measurement leans on session-to-purchase conversion, average order value, and repeat-purchase rate, with attribution far closer to real time.
The practical implication: a B2B team chasing DTC-style same-week ROI will constantly misjudge channels that take months to pay off, while a DTC team over-building CRM-style pipeline tracking is usually solving a problem it doesn't have.