B2B marketers have traditionally viewed conversion as a single event, such as clicking a 'Buy Now' button or handing off to sales, but buyers often abandon deals earlier when experiences like unclear pricing and slow pages erode confidence, according to [Demand Gen Report](https://www.demandgenreport.com/demanding-views/the-demand-engine-why-checkout-friction-is-killing-b2b-deals/52684/).
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