Friction Gate Design Exercise

Purpose

Module 4 hands-on exercise: design friction gates that intentionally increase effort required to progress through the sales funnel, filtering unqualified prospects while improving conversion from those who pass. Based on Costly Signaling Theory [src1] and mechanism design [src2]. Produces 3+ gate blueprints with filter rate projections and event-trigger mapping.

Prerequisites

• Costly Signaling Theory presented — effort-based signals, mechanism design principles
• Modules 1-3 complete — signal library, category, and detection triggers available
• Target segments profiled — deal size, buying process, friction tolerance
• Funnel metrics (if available) — baseline conversion rates
• Detection triggers ready — from Module 3 for event-driven activation

Three Gate Types

Execution Flow (75 minutes)

Step 1: Design Diagnostic Tool Gate (15 min)

Design tool requiring real operational data upload. Specify: required inputs, diagnostic output, data sensitivity calibration, automation potential, detection trigger connection.

Verify: Specific data requirements, genuine value delivery. · If failed: Inputs too generic — require exact numbers.

Step 2: Design Multi-Stakeholder Workshop Gate (15 min)

Design workshop requiring CFO/VP Finance + CTO/VP Engineering + end-user. Specify: required attendees, deliverable, pre-work, format, attendance-as-signal logic. [src2]

Verify: Specific role requirements with decision authority. · If failed: Requirements too loose — tighten to named authority levels.

Step 3: Design Operational Calculator Gate (15 min)

Design calculator requiring specific internal numbers (not ranges). Specify: required inputs, output, number specificity, sensitivity gradient, save/share capability.

Verify: Requires exact numbers with useful output. · If failed: Inputs too easy to fabricate.

Step 4: Calibrate Costly Signaling Per Segment (10 min)

Enterprise: 7-8h total effort. Mid-market: 4-5h. SMB: 2-3h. Calibrate to deal size and buying process length. [src1]

Verify: Per-segment calibration documented. · If failed: Same friction for all segments — recalibrate.

Step 5: Project Filter Rates (10 min)

Target: >80% filter rate, >5x conversion improvement. Study false positives (filtered-out prospects), not just completions. [src5]

Verify: All gates project >70% filter rate. · If failed: Increase data specificity or add pre-work.

Step 6: Map Gates to Event-Driven Triggers (10 min)

Connect each gate to detection triggers from Module 3. Specify activation method and timing. Gates activated by detection signals produce higher conversion than inbound gates. [src4]

Verify: Every gate has at least one event trigger. · If failed: Gates not connected — complete Module 3 first.

Filter Rate Targets

Anti-Patterns

Wrong: Reducing friction to increase conversion

Maximizes volume at cost of quality, overwhelms sales team with unqualified leads. [src4]

Correct: Increase friction to improve conversion quality

80% filter rate with 5x conversion is worth more than 100% pass-through with 5% conversion. [src1]

Wrong: Friction gates that provide no value

Long forms "so we can learn about your needs" is data extraction, not qualification. [src3]

Correct: Every gate delivers standalone value

The prospect benefits even if they never buy.

When This Matters

Use as Module 4 of the Rorschach GTM workshop, or independently when designing friction-based qualification gates. Requires Module 3 output for event-trigger mapping. Gate blueprints feed into the 90-day GTM roadmap and are deployed in Days 1-30.