AI will not fix a broken process.

Sawsan Hamawandy joins Alyssa Nolte to rethink how companies build better buyer experiences before they rush into AI. Too many teams want the shiny new tool, but their lead forms, demo process, sales handoffs, and follow-up steps are already full of friction.

Sawsan makes the case for getting the basics right first. If your process is hard for people to follow, AI will not magically make it better. It may just help you break things faster.

Alyssa and Sawsan talk about what today’s buyers expect, why form fills are higher intent than many teams realize, and how small points of friction can cost you real pipeline. They also dig into why clear beats clever, how AI can support better customer experiences, and why teams need to stop asking buyers for information they could easily find themselves.