Outbound sequences are running. ABM programmes are live. AI tools are being rolled out across the stack. But for many CROs, the question remains: why isn’t this translating into better outcomes? This session takes a closer look at where modern revenue engines are losing efficiency. From over-automated outbound and unfocused ABM to misapplied AI and bloated workflows, we’ll unpack the hidden friction points that limit productivity. We’ll explore how leading teams are refining what they’ve already built. That means tightening targeting, prioritising real buyer signals, cutting low-impact activity, and using AI more deliberately across outbound, ABM, and pipeline generation. Key takeaways: - Where revenue teams are losing efficiency across outbound, ABM, and AI workflows - How to identify and eliminate low-impact activity across your GTM motion - How to refocus teams on the signals, actions, and channels that actually convert