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A Revenue Friction Case Study
- How conversion friction inside the revenue lifecycle was identified and removed.
The problem was not demand
Demand was strong. Interest was high. But participation stalled.
This case study breaks down how conversion friction quietly accumulated across the revenue lifecycle, even while top-of-funnel signals looked healthy. What appeared to be a demand issue was actually a clarity and context problem.
Inside the case study, you will see:
- Where friction commonly hides across demand, pipeline, and revenue
- Why conversion slowdowns are often misdiagnosed as volume problems
- How intentional shifts toward clarity restored momentum without increasing pressure or spend
This case study is one example of a broader pattern
Conversion friction rarely lives in one place. It compounds across messaging, expectations, and handoffs.
Explore how this pattern shows up across teams and channels:
Conversion Friction: How GTM Teams Lose Revenue Without Seeing It
A clear breakdown of how conversion friction quietly builds across the buyer journey and why misalignment slows revenue long before demand drops.
Read the BlogView the Revenue Friction infographic
A visual walkthrough of how revenue friction builds across the revenue lifecycle and where misalignment slows conversion.
DownloadThe Strategic Cost of GTM Misalignment
How misalignment quietly erodes clarity, slows decision making, and weakens a company’s ability to scale with confidence.
Read the Blog