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In B2B sales, it’s easy to focus on one goal—getting the deal signed. But real success goes far beyond that. Sales enablement isn’t just about the initial outreach or the demo; it’s about ensuring long-term success for customers. If we only focus on closing deals and ignore what happens after, we risk high churn and unhappy customers.
As Malvina El-Sayegh, Director of Revenue Enablement at Oyster, puts it:
"We all know it doesn’t stop or finish when the customer signs on the dotted line, right? Because you can sign a customer and they can churn a year later. And well, that’s not really great."
This means sales enablement needs to take a holistic approach, working closely with account management and customer success teams to ensure a smooth transition from prospect to customer. Keeping customers engaged, delivering value, and reinforcing their buying decision are just as crucial as winning the deal in the first place.
The challenge? Bandwidth. Many enablement teams are small—often just one or two people. Prioritisation is key. Instead of trying to fix everything at once, focus on the areas that will have the biggest impact today. As Malvina puts it:
"You spot all these different gaps. You see where you can have the biggest impact. Then if you’re a small team, I mean, a lot of enablement practitioners out there, it’s a one-man, two-man team. I think it really boils down to prioritising and really seeing what you can focus on today that will have the biggest impact."
For sales teams to thrive, they need support that extends beyond the deal. Whether it’s structured onboarding, strong post-sale engagement, or better collaboration across departments, enablement must be a continuous process. The best sales teams don’t just close deals; they build lasting customer relationships.
![How to Get Started with Buyer Enablement [With Examples]](https://cdn.prod.website-files.com/65cf4fecbed2754c2236665d/65cf4fecbed2754c22366bdb_65a5af83e742f76e34ce06f3_Customer%2520Onboarding%2520_%2520Everything%2520you%2520need%2520(2).png)
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