Bugs and tech evaluations
Six years ago one of my teams was evaluating game server hosting/containerization solutions. They tried one from A Well-known Service provider.
Going through a test project, they ran into multiple crashes. Unsurprisingly, they very quickly moved on to other vendors.
Bugs cost sales in B2C and B2B. They erode trust. The thing is, people tend to tolerate issues in the software they develop. Local configuration can mask issues for brand-new users.
Mike Nikles touches on external developer experience and more in his article Beyond the Bottom Line: The ROI of Investing in Developer Experience. It contains actionable advice about how to make immediate improvements.