Businesses often underestimate liquidity needs until economic conditions or tighter lending create pressure they're not prepared for. This session, led by Grow Group and McFarlin Stanford executive coach Jennifer Murray, walks through how liquidity fluctuates based on timing of sales, accounts receivable, accounts payable, payroll, and seasonality, plus the steps to improve your position by tracking your current cash and credit availability, building a monthly budget that prevents guessing, and managing concentration risk from depending too heavily on a few customers. You'll learn how to determine how much liquidity you actually need based on your revenue concentration and payment cycles, and get actionable tactics like accelerating AR collections and scrutinizing capital purchases before liquidity problems force your hand.