In today’s economic climate, pipeline growth alone won’t deliver revenue. Deals are stalling, margins are eroding, and buyers are more empowered, and skeptical, than ever. Yet most sales teams walk into high-stakes negotiations unprepared, armed with a pitch but no playbook. This session pulls back the curtain on the final 15% of the sales process, where deals are truly won or lost, and why most organizations are bleeding value at this stage without realizing it. Drawing from real-world enterprise deals and frontline coaching, negotiation expert, Mark Raffan, reveals the overlooked capabilities that high-performing CROs are building into their revenue organizations. You’ll discover: - Why negotiation, not pipeline, is the new frontier for revenue growth. - The three most powerful levers CROs can pull to protect margin and accelerate deal velocity. - How to equip your sellers to handle procurement pressure without caving on value. If you're responsible for driving top-line growth and bottom-line protection, this talk will give you the insights, and urgency, you need to turn negotiation into your competitive edge.