In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Art Fromm, founder of Team Sales Development, to explore why misalignment between sales, pre-sales, and enablement continues to slow down complex B2B deals. Drawing on decades of experience as an engineer, salesperson, sales leader, and enablement expert, Art explains why silos persist, how they damage buyer trust, and what leaders can do to fix them.
Together, they unpack why most organizations still operate around internal sales stages instead of the buyer journey, how poor qualification creates late-stage deal failure, and why “closing the deal” is no longer the real goal in modern SaaS and complex selling.
Art clarifies the often-confused roles of sales, pre-sales, and sales enablement. Pre-sales brings deep technical credibility, sales drives business alignment and value, and enablement creates the shared frameworks that allow both to work together. When these roles operate in isolation, buyers receive mixed signals and momentum stalls.
Most sales teams focus on moving opportunities through internal stages rather than understanding where buyers actually are in their decision process. Art explains why this disconnect causes teams to chase poorly qualified deals and miss early influence. Shifting left in the buyer journey improves qualification, collaboration, and win rates.
In SaaS and complex B2B, the real win is not a signed contract but a commitment to consume and realize value. Art explains why bringing client success into the process earlier eliminates handoffs, strengthens adoption, and creates predictable long-term growth.
Listen to the full conversation with Art Fromm to learn how aligning sales, pre-sales, and enablement around the buyer journey creates smoother deals, stronger trust, and better outcomes for both customers and revenue teams.
Paul Fuller’s stated mission is to help others maximize their gifts by using his.
Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. As a previous founder and owner of multiple successful growth organizations in these spaces, Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.
He firmly believes sales is defined best in three categories:
• Service - helping other get what they need
• Leadership - guiding others toward their vision
• Wayfinding - navigating the path to success together
He is firmly committed to elevating the sales profession through coaching, leading, and empowering others through systems that enable strong performance.
Currently Paul leads revenue growth at Membrain.com - the top sales effectiveness CRM in the world. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.
Schedule a call with him here.
Find out more about Paul Fuller on LinkedIn
From north to south, east to west, Membrain has thousands of happy clients all over the world.
