The era of selling to a single decision-maker is over. Driven by complex solutions and the need for risk mitigation, the Modern Enterprise Buyer is now a sophisticated, consensus-driven Buying Group consisting of 7 to 20 stakeholders. These self-educated buyers complete nearly 90% of their research before engaging sales, rendering traditional messaging obsolete and slowing deal cycles. This session cuts through the complexity to provide actionable strategies for Product Marketing Managers (PMMs) and Revenue Teams. Attendees will learn how to: - Map Content to Consensus: Shift from creating content for one persona to developing targeted assets that address the unique priorities of IT, Finance, Operations, and Legal stakeholders within the Buying Group. - Sell Validation, Not Features: Leverage third-party validation and peer reviews to earn trust and influence the early, self-guided research phase. - Arm Sales for the Committee: Equip sellers with playbooks and risk-mitigation messaging to successfully navigate a deal through a diverse, multi-functional approval process. Learn how to pivot your strategy from targeting a "champion" to winning the entire committee, accelerating deals, and boosting revenue in the new age of enterprise purchasing.