What commercial friction really costs you (instead of the ROI they promise)
Stop asking consultants how much you’ll gain and start asking how much the broken system is costing you right now. Future ROI is a promise; the cost of current friction is a fact, calculable from numbers you already have.
Why distrust ROI promises
ROI is a prediction about the future — it depends on execution and on factors nobody controls. When a consultant guarantees a precise return on a system they haven’t seen, that’s marketing, not analysis. The cost of current friction is a photograph of the present, anchored to data that already exists.
What friction is
All the value that enters your system and leaks out for fixable reasons: time wasted on manual work, leads that die in the CRM, deal cycles twice as long as needed, customers who don’t stay. Each has a quantifiable cost. Summed, they tell you what the system as-is costs you per quarter.
How to size it
Start from leads/month × close rate × average customer value, then estimate the recoverable share lost at your weak point. Keep the band tight and deliberately directional. The output isn’t “you’ll gain X.” It’s “you’re leaving roughly X on the table per quarter, and here’s where the number comes from.”
Future ROI is a promise someone has to sell you. The cost of current friction is a fact you can verify. Guess which should drive your next decision.
What does your system cost today? The pre-diagnosis tells you in 60 seconds.
Run the pre-diagnosis