Organizations that obsess on revenue growth are hindering their long-term success by neglecting customer goals, failing to meet buyer expectations, and distorting their teams’ incentives and behaviors. To address this problem, companies must acknowledge that buyers now control the buying journey and transform their revenue process to prioritize buyer value and align marketing, sales, and customer success teams. By following the recommendations in this report, organizations can achieve sustainable growth by putting the customer first and creating meaningful interactions throughout an opportunity lifecycle.