Ep. 103 - Operationalizing Process and AI for Real Sales Impact with Paul Fuller - Part 2

In this episode of Selling the Cloud, Paul Fuller, Chief Revenue Officer at Membrain, joins KK Anderson and Mark Petruzzi for a compelling conversation on how modern sales leaders can use AI to coach more effectively, eliminate wasteful pipeline rituals, and build real self-leadership within their teams.

Paul outlines how high-performing sales managers are shifting from performative metrics to meaningful enablement; using AI to flag risk, generate insights, and equip reps to close complex deals. He also shares how sales leaders can establish operating rhythms, drive accountability, and lead with trust; all while reporting to the board with metrics that prove the business value of relationships.

What You’ll Learn:

• AI-Enhanced Coaching: How to pair red/yellow flag systems with AI insights to pinpoint stalled deals and coach with precisio
• Cadence of Accountability: How to replace unproductive pipeline calls with actionable, written commitments that build trust and execution
• Manager Enablement: Why coaching the coach is the next evolution in sales performance systems
• Board-Ready Metrics: Which numbers matter most to prove relationships and strategic selling actually move the needle
• Practical AI Use Cases: Where AI drives effectiveness now (e.g., summarization, follow-up, personalization), and where it still falls short

Key Topics:

• Operationalizing AI in pipeline reviews and deal strategy
• Moving from activity tracking to outcome coaching
• Systems for continuous manager development
• Real intelligence vs. performative sales theater
• CRO priorities in the AI era: focus, trust, proof
• Enabling full-cycle reps with better content, follow-up, and insights
• Measuring relationship impact: customer engagement, strategic touches, lifetime value

Guest Spotlight: Paul Fuller

Paul Fuller is Chief Revenue Officer at Membrain, where he brings structure, strategy, and coaching to complex B2B sales organizations. A strong advocate for elevating leadership and execution within sales teams, Paul focuses on embedding process, insights, and AI into daily workflows to help reps and managers improve continuously.

Resources & Mentions:

• Company: Membrain

• Book Recommendations:

– The Greatest Sales Question Ever Asked by Brent Long

– A Mind for Sales by Mark Hunter

– The Speed of Trust by Stephen M.R. Covey

– Mere Christianity by C.S. Lewis

• Sales leader to follow: Matt Green (Sales Assembly)

🎧 Listen now and follow Selling the Cloud for more real conversations with revenue leaders building tomorrow’s go-to-market playbooks.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.