If you’ve worked in enrollment for more than a minute, you know the ground keeps moving under your feet. Fewer students. More scrutiny. A world where “AI” and “ROI” get tossed around in the same sentence as “application funnel.” Strategic Enrollment Management used to focus on managing the process: recruit, admit, yield, repeat. The job now stretches far beyond that. It involves steering a complex system that balances institutional mission, market realities, and rapid technological change. So how do you lead when everything — students, staffing, policy, even purpose — feels like it’s in motion? You start by asking better questions.