The State of B2b Sales Trend 2026 with Paul Fuller
In this episode of The Art and Science of Complex Sales, Paul Fuller shares key findings from a recent research project on the state of B2B sales. Drawing on a meta-analysis of sales literature, industry trends, and input from sales experts around the world, he explores what is really happening in the profession and why so many teams are struggling to improve results.
He unpacks the impact of falling trust, rising buyer complexity, ineffective tech adoption, and the growing gap between sales training and real coaching. He also outlines where leaders should focus if they want to improve performance in a more difficult selling environment.
The State of B2B Sales Is Under Pressure (09:32)
B2B sales teams are working in a low-trust, high-anxiety environment where buyers face more information, more stakeholders, and more difficulty making decisions. As a result, sales cycles are getting longer and win rates are continuing to fall.
Quota attainment has dropped, deal complexity has increased, and many opportunities are being lost to indecision rather than direct competition. The message is clear: sales teams are being asked to solve a harder problem than before.
Coaching Is the Biggest Missing Lever (24:24)
One of the biggest gaps in sales today is not training, but coaching. Many reps are being managed through activity targets and KPI reviews instead of being developed by leaders who can help them improve how they sell.
That creates a major opportunity for front-line managers to act as true coaches. Skills like discovery, qualification, and decision facilitation need to be built over time, not only addressed when deals go off track.
Sales Needs a Better Operating System (34:08)
Sales performs better when it is built around a clear process, shared methodology, and better alignment between onboarding, coaching, technology, and execution. Without that foundation, teams end up with messy tech stacks and inconsistent selling behavior.
The goal is not more tools, but a better system. The teams most likely to win are the ones that simplify their approach, strengthen coaching, and create processes that support trust, clarity, and better decisions.
Listen to the full conversation to learn what is changing in B2B sales and where leaders should focus next.
Download a copy of the report here.
By Paul Fuller
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
