Thanks, Paul for writing this up. The B2B space is the hardest place to remove friction as it is not immediately obvious that there is friction. In a B2C space, it is clear when the customer walks out of the door (or website without purchase, that something is wrong. The B2B space has so many wheels turning in many different directions that what looks like a lost deal, can in a second be a closed deal. I have always been partial to the phrase “don’t leave money on the table” because too many times and no matter how many times I raise that issue, there’ll be someone who says “oh, that decision is above my pay grade” (man, I really dislike that statement). “I want to buy the damn thing, why don’t you take my money and figure out the rest?”