In Part 3 of our episode, Matt Ring argues that ‘sales enablement’ is too narrow – the real job is revenue enablement across the full customer lifecycle. He shares practical segmentation frameworks for focusing on strategic, future‑potential and volume accounts, and debates how AI and signal data can support rather than replace human judgment. Matt then opens up about two major crises – Facebook’s missing mobile ad product and Deliveroo’s COVID lockdown shock – before closing with clear, 2026‑ready advice for commercial leaders on propositions, processes, people, and scaling the basics with AI.