Here's a number worth sitting with: today's B2B buyers are up to 70% of the way through their decision before they ever speak to a sales rep. The motion has already shifted. The question is whether your sales organisation has. This panel brings together voices from across the revenue org to unpack what that shift actually means in practice, not the theory, but the messy, complicated reality of redesigning how you sell when the buyer is already further ahead than you'd like. We'll get into: • Where sellers still add genuine value in a buyer led world • What enablement needs to stop building, because buyers have already moved past it • Repositioning reps as trusted guides, not process drivers Expect honest disagreement, real examples, and a conversation that goes further than the usual "sell the way buyers want to buy" bumper sticker.