In enterprise software, the buyer and the user are rarely the same person. Most products are designed for the buyer — strong on dashboards and admin controls, weak on daily usability. Getting that balance wrong is the biggest driver of enterprise churn. The speaker walks through how they rebuilt their design process to serve both constituencies, resolved conflicts between buyer and user needs, and made the internal case that daily usability is a retention strategy, not a UX budget line. Attendee takeaways - A research framework for capturing buyer and user needs separately and surfacing conflicts between them - How to use activation and usage data to make the usability investment case to a leadership team focused on deal metrics - Where buyer-user misalignment most commonly shows up in churn data and how to address it before renewal