Ep. 102 - Operationalizing Process and AI for Real Sales Impact with Paul Fuller – Part 1

In this episode of Selling the Cloud, Paul Fuller, Chief Revenue Officer at Membrane, joins KK Anderson and Mark Petruzzi to reframe how revenue teams win in complex, multi-stakeholder deals. Paul explains why many orgs over index on apps and one-off skills while under investing in operating rhythms, leadership habits, and relationship-driven execution. He introduces the idea of real intelligence as the who and why that guide the how, and shows how process plus AI inside the workflow can coach managers, focus reps, and change what happens every Monday morning.

What You’ll Learn:

• Defining real intelligence: moving beyond tools to leadership, service, and wayfinding
• Building operating rhythms: weekly coaching, clean pipelines, and a cadence of accountability
• Embedding insights in the workflow: checklists that coach, not just boxes to tick
• Activating AI where it matters: individualized multi-stakeholder follow ups and manager signals
• Proving what boards fund: focusing on measurable behaviors that move win rate and cycle time

Key Topics:

• Systems over one-off training for durable behavior change
• Process plus AI to guide day-to-day actions in CRM
• Coaching frameworks that reinforce who, why, then how
• Multi-threading effectively and right-sizing stakeholder engagement
• From performative pipeline calls to meaningful operating reviews

Guest Spotlight: Paul Fuller

Paul is the Chief Revenue Officer at Membrane. He helps complex sales organizations operationalize process, coaching, and buyer-centric execution so managers can coach and reps can execute without bouncing across tools.

Resources & Mentions:

• Fathom and Gong for call capture and summarization
• Membrane workflow checklists and coaching cadence
• WINS framework for servant leadership based selling
• Books: 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
• Leader to follow: Matt Green of Sales Assembly

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