In this panel discussion, Ross, Dan, Luc and Tracy explore the growing pressures facing dental practices, particularly around business growth and performance. They highlight how outdated expectations – like assuming a thousand leads means a thousand patients – clash with today’s more informed, selective consumers. The conversation emphasises that while marketing remains crucial, success now hinges on speed, alignment between teams, and understanding how to convert opportunities effectively. Ultimately, the panel identifies a misalignment between strategy and execution as a silent but significant threat to sustainable growth in dentistry.