In the complex world of enterprise sales, the ability to connect product features to measurable customer value is what separates good sales teams from great ones. In this session, Ryan Crawford, Senior Director of Revenue Enablement, shares how his team transformed their go-to-market motion by aligning every stage of the sales process around value realization. By embedding AI into the creation of customized business cases and proposal development, Ryan’s team empowered sellers to articulate impact in the customer’s language—driving confidence, clarity, and consistency in every deal. The results speak for themselves: $40M in active sales impacted within the first year, $13M closed, and an 11%–21% increase in win rates across three geographies and ten segments. Attendees will walk away with practical strategies to: - Translate features and functions into clear business outcomes. - Use AI tools to accelerate the development of personalized, value-based proposals. - Build sales processes that scale insight, shorten cycles, and win more consistently. This session offers an inside look at how modern enablement can unite data, storytelling, and technology to deliver measurable revenue performance at scale.