Join us as we explore the complexities of B2B sales with Des McCluskey, Managing Partner of Padeda and former Sales Director at Johnson & Johnson. Des shares practical insights on building effective sales playbooks, the critical role of first-line sales leaders, and navigating complex sales cycles.
Drawing from experience in medical devices, professional services, and financial services, he provides actionable strategies on sales enablement, coaching, and account management that sales leaders can apply immediately.
Des highlights a fundamental difference between American and European sales approaches. While U.S. teams embrace structured sales playbooks, modeled after football plays, European teams favor a more flexible, improvisational style inspired by soccer. This cultural contrast makes implementing playbooks a challenge in Europe, requiring a shift in mindset and execution.
Des discusses how an increase in technical buying influences and complex procurement systems is slowing down deal closures. Even with verbal approval from decision-makers, deals are now delayed by an average of six weeks due to finance checks and system inefficiencies. This trend creates forecasting challenges for sales teams, emphasizing the need for more proactive post-approval management.
Des introduces “retention squads”—cross-functional teams dedicated to managing and growing existing accounts. Unlike traditional account management, these agile, project-based teams engage multiple stakeholders to maximize renewals and drive account expansion. By fostering deeper relationships and broader outreach, retention squads help organizations secure long-term growth and uncover new opportunities.
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
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