Enterprise deals rarely fall apart because of product or pricing. They fall apart because sellers miss the hidden power centers shaping every decision. Modern buying is driven by shifting influence, cross functional politics, and silent internal forces that most teams never see. This guide breaks down how power moves, why it matters, and how it impacts every AE, RevOps leader, and revenue team.

Spotlight.ai’s 2025 guide to data unification explains how enterprises unify sales, pre-sales, and customer success data inside their CRM to create measurable value. Covering unified revenue intelligence, automation, and value realization, the guide outlines a step-by-step approach and real use cases that show how AI-driven unification accelerates growth and reduces manual effort.