Many organizations don’t know what’s possible until they see it. Smaller teams often seek out software to solve one immediate issue: Automate a process, replace a spreadsheet, clean up a workflow, etc. But in doing so, they may overlook how that same solution can unlock broader operational improvements.
It’s not always about resistance. Sometimes, decision-makers lack technical depth. Other times, they simply haven’t been exposed to what modern platforms can accomplish. Even at the enterprise level, the disconnect often remains—just in a different form. According to PwC, 46% of employees in supervisory roles report feeling overwhelmed by technology, highlighting how digital fluency varies at every level. In my experience, that gap between awareness and possibility is where the real work begins.
While many buyers have teams in place to “just get it done,” niche areas like GA4 setup or accounting workflows often fall outside their comfort zone. They may not fully grasp the system’s capabilities or how those capabilities translate to long-term efficiency. Recognizing those blind spots and knowing how to bridge them can mean the difference between gaining a high-retention client and losing one before the real value kicks in.
Sales As A Strategic Bridge
In my experience, B2B buyers tend to fall into three camps:
1. Those who understand software and are eager to learn more.
2. Those who lack experience and avoid engaging with it.
3. Those who expect their old workflows to stay the same, even if those systems were inefficient.
The sales process sets the tone for everything that follows, and it matters more than many realize. According to one study, 23% of clients churn due to poor onboarding, often caused by mismatched expectations or lack of guidance. When buyers trust that structure and support are built into the process, it raises the likelihood of smooth onboarding and long-term satisfaction. But when the early stages are oversimplified, or when a team misunderstands the buyer’s digital fluency, it can create friction that slows down implementation and damages long-term success.
One solution gaining traction is to integrate a solutions engineer (SE) early in the sales process. SEs should bring technical depth to initial conversations, helping to map a prospect’s workflow and providing a clear, customized review of how the platform will support it. More importantly, this approach can help ensure that both the solution and the communication style match the client’s operational maturity, which I’ve found plays a significant role in adoption, satisfaction, and retention.
Having Product And Support Work Together
Leaders often underestimate the impact of onboarding. A strong team can make all the difference. Experienced SEs can quickly assess a buyer’s mindset and, when needed, steer them away from rebuilding broken workflows.
That collaboration shouldn’t end at the sale—teams should continue to ensure that onboarding and support stay aligned, reinforcing the original solution. Team collaboration can help clients adapt as their needs evolve.
• Ongoing Education And Client Enablement
One effective approach is to create a structured onboarding and education system that goes beyond basic how-to content. According to another study, 86% of clients are more likely to stay when they have access to educational content, including after they’ve bought.
When clients understand both how a feature works and why it matters, adoption tends to improve. I’ve found that the best way to make an effective education program is to combine practical walkthroughs with real-world examples that highlight practical applications. Continued learning delivered through product updates, embedded guides or newsletters can also help you maintain engagement long after onboarding is complete.
• Creating Sustained Engagement With Strategic Support
Ongoing client feedback can play a key role in aligning the right team members with the right user types. For example, users with lower tech confidence can benefit from working with specialists who know how to teach without overwhelming. Regular check-ins can allow teams to spot underutilized features, reengage clients and identify upsell opportunities organically through education.
A well-executed client newsletter can support this process. Ensure that your newsletters are designed to surface valuable features, prompt strategic conversations and reinforce the sense of partnership long after onboarding is complete.
Final Thoughts
Don’t overlook onboarding and education with your customers. By meeting users where they are, you can decrease the likelihood of churn, confusion and missed opportunities. I’ve found that, especially in B2B environments where platforms are complex and use cases vary, bridging the tech literacy gap early and consistently can be the difference between a client who quietly leaves and one who grows with your product.
