Every unnecessary step in a buying process acts as a tax on your conversion rate. In professional services and high-ticket B2B environments, the assumption that "serious buyers will endure the process" is dangerously flawed.
High-value prospects are time-poor. If your engagement process is arduous, they will simply default to the status quo or engage a competitor with a cleaner onboarding protocol.
The Audit Process
Conducting a journey audit requires mapping every single interaction a prospect has from initial awareness to signed contract. How many forms must they fill out? How many qualification calls occur before they speak to a subject matter expert? Are they asked to repeat information to different team members?
Engineering Ease
Removing friction often means overhauling internal operations. It involves integrating CRM systems so context travels with the prospect, streamlining legal and procurement documentation, and ensuring that every interaction adds value rather than just extracting data for internal compliance.