This keynote explores what happens when a “good” sales organization stops growing, when renewals are strong, performance looks solid, yet hundreds of millions in opportunity remain untapped. Rather than optimize around the edges, this session chronicles the decision to rebuild a functioning revenue organization mid-flight in pursuit of $600 million in trapped potential. Told with radical candor, it’s a real-time story of disruption, fear, and clarity and the frameworks emerging from the process. Attendees will gain practical tools to diagnose hidden structural cracks, decide when optimization isn’t enough, and lead through uncertainty with conviction. Attendees will walk away with: - The Five Cracks Diagnostic: uncover coverage, accountability, and measurement flaws hiding in plain sight. - Rebuild vs. Patch Framework: decide when optimization isn’t enough. - Three-Pillar System: build structural, process, and performance alignment that scales. - CRO Mindset Shift: lead with clarity, courage, and calm amid disruption. A practical, human story of change — designed for CROs ready to challenge “good enough” before it becomes permanent.