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Revenue friction defined
Revenue friction is the hidden resistance that slows progress across the buyer journey. It shows up when teams are misaligned, messaging lacks clarity, or next steps feel uncertain.
Where friction shows up
Friction most often appears at handoffs between marketing, sales, product, and RevOps. Small gaps in narrative, context, or ownership compound into stalled momentum.
The impact on growth
When friction exists, pipeline velocity slows, acquisition costs rise, and forecasting becomes less reliable. Teams work harder, but outcomes become harder to predict.
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