In today’s market, buyers don’t just want vendors. They want strategic partners who understand their world and help them win. Yet despite teams believing they’re operating with best practices, most go-to-market functions still struggle with alignment, and that misalignment costs revenue, slows deal cycles, and causes frustration across sales and marketing. 

In this session, Bill Dwoinen, CRO of Mural and longtime sales leader at Salesforce, LinkedIn, and Slack, will show you how to elevate your team from transactional sellers to indispensable consultants by mastering smarter, truly aligned account planning. 

You’ll learn how to:

• Build a shared understanding of your customer. Not just a profile, but a deep, cross-functional view that drives everyone toward the same definition of success. 
• Engage customers early to co-create solutions, shifting the focus from selling features to shaping outcomes together. 
• Break down silos with visual plans that keep teams coordinated and accountable, helping your GTM motion operate faster and more effectively.

Attendees will walk away with practical strategies that turn alignment into acceleration with faster market entry, higher-quality pipeline, tighter internal collaboration, and more wins for both sellers and customers. 

Whether you lead sales, marketing, or account teams, this session offers a clear playbook for driving revenue through strategic partnership, not just transactional selling.