A Framework for Better Selling with Guy Lloyd

In this episode of The Art and Science of Complex Sales, Paul Fuller has a conversation with Guy Lloyd, Managing Director of the Institute of Sales Professionals, about why sales needs more respect, better standards, and clearer career paths in today’s complex B2B world.

They cover the cultural stigma around sales in the UK, why selling is a service profession, and how the ISP framework gives teams a practical roadmap for growth.

More Flexible Licensing Coming: Aligning Membrain With The Way You’re Organized

B2B software pricing is annoying. Buy the base tier and you get basic functions, minus some critical capabilities. Buy the middle layer, and you get more of what you need, plus a bunch of things you don’t. Buy the top tier, and you get everything you need and a whole lot of expensive distractions.

The Next Era of Outbound Prospecting with Barbara Weaver

In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Barbara Weaver Smith, founder of The Whale Hunters, to challenge one of sales’ most sacred habits: cold email.

Together, they explore why AI is accelerating the decline of outbound email, what replaces it in complex B2B selling, and how sales teams can adapt by leaning back into reputation, community, and high value human outreach.

You Can Fly a Plane in Five Easy Steps (And Other Ridiculous Lies We Tell Ourselves)

I was on a call recently with a very smart sales leader with a strong vision for how he wants his company to sell. His approach is proactive, ambitious, and thought-out. He knows which data points to track, how to create reports, how to guide his sales team, how to position the company, which methodologies he wants to use, and what the optimal sales process looks like.

Human-First Sales Enablement with Britta Lorenz

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.

Why We Don’t Lead With Demos–And Why You Shouldn’t Either

You might have noticed, if you pay attention to details like this, that the CTAs at the bottom of my articles no longer encourage you to book a demo. Likewise, if you call our sales team, they won’t offer you one either. The reason we no longer do this is simple: It was always a mistake when we did.