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The faster the sales process, the faster the revenue growth. Unfortunately, as we learned in science class, friction slows acceleration or can stop it altogether. Whether it’s adding complexity to a simple process or frustrating customers with unnecessary back-and-forth, friction is bad news for closing speed.
This is not just a sales problem either. Marketing teams play a key role in optimizing tools, content and communication throughout the sales process. It is critical to track these friction points and offer proven solutions that save time.
1. Don’t make planning harder than it needs to be
Nothing kills momentum faster than endlessly going back and forth to find a time that works for everyone. You’ve been there: “How about Tuesday at 3?” “No, I’m busy.” “What about Wednesday at 10?” “Let me check…” It’s a time-wasting nightmare.
Repair
Use planning tools that do the hard work for you. Tools like Calendly or HubSpot’s meeting scheduler allow potential clients to see when you’re available and book an appointment instantly. For group meetings, these tools can combine everyone’s availability to find the perfect spot—no email, no hassle.
Marketers can step in by making sure your team is equipped with the right tools and knows how to use them. You can also create branded appointment landing pages to keep everything in line with your company image. The easier it is for prospects to book, the faster sales can move.
Why does it work?
Simplifying scheduling isn’t just a convenience; it shows prospects that you are organized and respectful of their time. When you make the process easy for them, you’re already setting the tone for a smooth sales experience.
For a tip: Don’t forget to turn on automated meeting reminders. It will reduce no-shows and keep everyone on track.
Dig deeper: How to align sales and marketing for revenue growth
2. Assign leads instantly (seconds, not minutes)
You have a hot lead on the line. They are interested, ready to talk… and then crickets. Why? Since no one knows who should continue, the lead just stands there. By the time someone gets to them, they’re already looking at your competitor. ouch
Repair
Automate lead assignment in your CRM (think HubSpot, Salesforce, or whatever you’re using). Set up rules so that leads are instantly routed to the right person — based on location, job size, product interest, or any other criteria that makes sense for your business.
Marketers can help by making sure campaigns clearly define who’s leading the way before they even show up. Running a campaign aimed at business clients? That lead should go straight to a representative who specializes in big deals. And if you’re using automation, double-check that it’s working properly – there’s nothing worse than a lead slipping through the cracks due to a technical glitch.
Why does it work?
When leads are assigned immediately, the sales team can capture them while they’re still engaged and excited. A quick response shows that your company is sharp and ready to help. Plus, potential clients don’t feel like they’re lost in the shuffle.
For a tip: Add a notification system that pings an assigned rep as soon as a lead is routed. Acting quickly makes the difference.
3. Answer the questions potential clients are too afraid to ask (but are quietly thinking about)
You know those questions potential clients ask but never say? They are silent deal breakers:
- “How does this actually work?”
- “Is this right for me?”
- “Will I regret this?”
These unanswered questions can stop or even destroy a business before it really gets started.
Repair
Get ahead of the silence by proactively answering these unspoken questions. Create a killer FAQ page, add in-depth product demo videos, and sprinkle case studies or testimonials throughout your website. Better yet, deploy a chatbot or live chat tool to resolve questions instantly.
AI-driven options like Drift or Intercom can even prompt prospects to the information they need without feeling like they’re asking a “stupid” question.
Marketers, survey your sales team for the questions they hear all the time, then turn them into content gold. Blog posts, explainer videos and comparison charts can speak directly to common doubts. And don’t forget to highlight real-world success stories — when framed well, they’re like kryptonite for indecision.
Why does it work?
Addressing these issues directly builds trust and makes your sales process more transparent. Prospects don’t want to feel insecure or uncomfortable asking the obvious, so taking the lead here keeps them confident moving forward.
For a tip: Use customer feedback to update your content regularly. Trends and issues change, so your materials must keep up with them.
Dig deeper: How to optimize sales and marketing processes for effective customer acquisition
4. Follow up fast — like, really fast
Picture this: You’ve just had a great meeting with a potential client, and they’re clearly interested. But then… silence. Why? Too often, it’s because your team waited too long to respond, and the prospect got distracted or moved on.
Repair
Speed is everything here. Equip your sales team with tools like Fathom or Gong to automatically record meeting notes and actions. From there, use your CRM to send summary or next-step emails within two hours of the meeting. Automation is your best friend — set up workflows that make this process seamless.
Marketers, help your sales teams by creating sleek, ready-to-use tracking templates. They should align with your brand voice and adapt to different types of potential clients. Also, work with sales to ensure your CRM integrates seamlessly with the tools that make this process efficient.
Why does it work?
A quick follow-up keeps you in the spotlight and signals to potential customers that you’re serious about earning their business. They also help maintain momentum, which is key to shortening the sales cycle.
For a tip: Include a call to action in your follow-up actions that move the conversation forward – whether it’s booking your next meeting, signing a document or reviewing a resource.
Your sales process shouldn’t feel like a scavenger hunt. If your team is switching between five different platforms just to close the deal, guess what? Your prospects are probably feeling the same frustration—and it’s slowing everything down.
Repair
Simplify your technology stack. Use all-in-one platforms, like HubSpot for example, to keep everything – CRM, proposals, e-signatures and onboarding – in one place. If that’s not an option, at least integrate the tools you use so they work well together. And make digital signing tools like DocuSign or Adobe Sign your choice for contracts. One click beats printing, signing and scanning every day.
Marketers can champion tools that streamline the sales flow and improve the customer experience. Bonus points if those platforms provide analytics or insights that help improve future campaigns. Additionally, marketing can work closely with IT or operations to ensure integrations don’t break the flow.
Why does it work?
Efficiency is not only about saving time for your team, but also about creating a more pleasant experience for potential customers. When everything is centralized and easy to navigate, it removes potential obstacles and speeds up decision-making.
For a tip: Check your current pool with your sales team. Identify redundancies or deficiencies and fix them before they cost you more business.
Dig deeper: How incorporating BDRs into your marketing can increase your sales
Bonus: keep a friction journal
We said five tips, so we shared it — but there are many more ways to grease the skids, as they say. But you have to be a keen observer and document what you see.
I like to keep a conflict log — or notes and records of every time I hear something is taking longer than it should or when a user hangs up or ghosts appear or when notes don’t make it to CRM because of something with the SDR habit or environment.
At the end you will see patterns to solve!
Final thoughts
These steps may seem simple (or, in some cases, obvious), but the impact is huge if you take the time to to implement them. It’s amazing how often I’ve talked to leaders who acknowledge what we’ve shared here, but don’t consistently do the work.
By addressing these friction points, you’ll accelerate sales and create a better experience for everyone involved.
Dig deeper: 7 Ways to End the Sales and Marketing Catch-22
Contributing authors are invited to create content for MarTech and are chosen for their expertise and contributions to the martech community. Our associates work under supervision redaction and contributions are checked for quality and relevance to our readers. The opinions expressed are their own.
