Recommended Reading
In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Britta Lorenz, Business Excellence and Enablement Lead at Growth Matters International, to explore what great enablement really means in complex sales.
Together, they unpack why sales enablement must start with humans not tools, how coaching becomes the real force multiplier for performance, and how leaders can balance AI efficiency with the trust and presence that only people can bring.
Britta says great enablement starts by meeting teams where they are. Before rolling out tools, leaders must understand maturity, skills, and process alignment. She begins with deep listening to reps and managers, then validates insights with data like activity levels, conversion rates, touchpoints, and asset usage to spot real gaps.
Britta defines sales as a progression of meaningful meetings built on trust and clarity, not pressure to close fast. She connects that idea to leadership too. Training helps, but coaching creates the habits, ownership, and confidence that drive consistent performance.
Britta calls coaching the multiplier that turns knowledge into behavior. It gets skipped because many managers were never taught how, and results feel slow in a fast world. AI can speed up prep and remove busywork, but it cannot replace presence, emotional intelligence, and trust in the meeting itself.
Listen to the full conversation with Britta Lorenz and discover how to build human first sales enablement that uses AI to accelerate the work, while coaching and meaningful meetings drive real performance.
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.
