Buyers research independently, involve more stakeholders, and expect proof and speed. Winning now means redesigning your go-to-market around their journey and the experience they receive at every step. This session shows revenue leaders how to identify moments that matter, reduce friction, and blend self-serve with human help without breaking your operating model. Learn practical patterns for pricing clarity, proof that builds consensus, and seamless handoffs from marketing to sales to CS. We’ll share approaches that scale from startup to global enterprise so you leave with a plan to lift conversion, shorten cycle time, and expand accounts by delivering a better buyer experience. Takeaways - Map the buyer journey and remove friction points to lift conversion and cut cycle time. - Launch a hybrid self-serve plus sales-assist motion with clear SLAs to improve speed to value and multi-threading. - Equip committees with proof packs ROI, peer evidence, and implementation plans to increase win rate and expansion.