In this episode of Selling the Cloud, Paul Fuller, Chief Revenue Officer at Membrain, joins KK Anderson and Mark Petruzzi for a compelling conversation on how modern sales leaders can use AI to coach more effectively, eliminate wasteful pipeline rituals, and build real self-leadership within their teams.

Paul outlines how high-performing sales managers are shifting from performative metrics to meaningful enablement; using AI to flag risk, generate insights, and equip reps to close complex deals. He also shares how sales leaders can establish operating rhythms, drive accountability, and lead with trust; all while reporting to the board with metrics that prove the business value of relationships.

What You’ll Learn:

• AI-Enhanced Coaching: How to pair red/yellow flag systems with AI insights to pinpoint stalled deals and coach with precisio
• Cadence of Accountability: How to replace unproductive pipeline calls with actionable, written commitments that build trust and execution
• Manager Enablement: Why coaching the coach is the next evolution in sales performance systems
• Board-Ready Metrics: Which numbers matter most to prove relationships and strategic selling actually move the needle
• Practical AI Use Cases: Where AI drives effectiveness now (e.g., summarization, follow-up, personalization), and where it still falls short

Key Topics:

• Operationalizing AI in pipeline reviews and deal strategy
• Moving from activity tracking to outcome coaching
• Systems for continuous manager development
• Real intelligence vs. performative sales theater
• CRO priorities in the AI era: focus, trust, proof
• Enabling full-cycle reps with better content, follow-up, and insights
• Measuring relationship impact: customer engagement, strategic touches, lifetime value

Guest Spotlight: Paul Fuller

Paul Fuller is Chief Revenue Officer at Membrain, where he brings structure, strategy, and coaching to complex B2B sales organizations. A strong advocate for elevating leadership and execution within sales teams, Paul focuses on embedding process, insights, and AI into daily workflows to help reps and managers improve continuously.

Resources & Mentions:

• Company: Membrain

• Book Recommendations:

– The Greatest Sales Question Ever Asked by Brent Long

– A Mind for Sales by Mark Hunter

– The Speed of Trust by Stephen M.R. Covey

– Mere Christianity by C.S. Lewis

• Sales leader to follow: Matt Green (Sales Assembly)

🎧 Listen now and follow Selling the Cloud for more real conversations with revenue leaders building tomorrow’s go-to-market playbooks.

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In this episode of Selling the Cloud, Paul Fuller, Chief Revenue Officer at Membrane, joins KK Anderson and Mark Petruzzi to reframe how revenue teams win in complex, multi-stakeholder deals. Paul explains why many orgs over index on apps and one-off skills while under investing in operating rhythms, leadership habits, and relationship-driven execution. He introduces the idea of real intelligence as the who and why that guide the how, and shows how process plus AI inside the workflow can coach managers, focus reps, and change what happens every Monday morning.

What You’ll Learn:

• Defining real intelligence: moving beyond tools to leadership, service, and wayfinding
• Building operating rhythms: weekly coaching, clean pipelines, and a cadence of accountability
• Embedding insights in the workflow: checklists that coach, not just boxes to tick
• Activating AI where it matters: individualized multi-stakeholder follow ups and manager signals
• Proving what boards fund: focusing on measurable behaviors that move win rate and cycle time

Key Topics:

• Systems over one-off training for durable behavior change
• Process plus AI to guide day-to-day actions in CRM
• Coaching frameworks that reinforce who, why, then how
• Multi-threading effectively and right-sizing stakeholder engagement
• From performative pipeline calls to meaningful operating reviews

Guest Spotlight: Paul Fuller

Paul is the Chief Revenue Officer at Membrane. He helps complex sales organizations operationalize process, coaching, and buyer-centric execution so managers can coach and reps can execute without bouncing across tools.

Resources & Mentions:

• Fathom and Gong for call capture and summarization
• Membrane workflow checklists and coaching cadence
• WINS framework for servant leadership based selling
• Books: The Greatest Sales Question Ever Asked by Brent Long; A Mind for Sales by Mark Hunter; The Speed of Trust by Stephen M. R. Covey
• Leader to follow: Matt Green of Sales Assembly

🎧 Listen now and follow Selling the Cloud for more GTM insights from enterprise operators and CROs. Subscribe wherever you get your podcasts.

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

In this replay of Mastering Sales with AI, AGS Co-Founder Mark Petruzzi is joined by KK Anderson and Scott Stollwerk, Chief Sales Officer at Pest Share, together with Gabriella Koenig of Collective[i], for a lively and practical discussion on how AI is reshaping the art of selling.

The conversation dives deep into what separates average sales teams from AI-empowered ones—and it’s not the tech itself. It’s the thinking. The panel explores how smarter questions, better hypotheses, and trust-driven selling can transform AI from a productivity tool into a true strategic partner.

They share real stories from the field: how AI predicted buyer shifts before humans saw them, how teams replaced pipeline calls with signal-driven insights, and how great sellers now act like the CEOs of their own territories—with AI as their superintelligence.

Whether you’re a CRO, RevOps leader, or AE curious about where to start, this session shows how to go beyond surface-level prompting and turn AI into an amplifier for strategy, trust, and results.

What You’ll Learn:

• Why AI transformation in sales is not about technology—it’s about better thinking and sharper questioning

• The “value hypothesis” framework for creating AI-assisted prep before every customer meeting

• How leading teams like Pest Share use AI to forecast, coach, and prioritize deals in real time

• What happens when sales leaders replace pipeline reviews with AI signal reviews

• How to coach teams to trust and collaborate with AI rather than resist it

• Why the best sellers now operate like CEOs of their own pipelines—and how AI makes that possible

Featured Speakers:

• Mark Petruzzi – CEO, Accelerant Growth Solutions (AGS)

• KK Anderson – Co-Founder, Accelerant Growth Solutions (AGS)

• Scott Stollwerk – Chief Sales Officer, Pest Share

• Gabriella Koenig – Moderator, Collective[i]

Key Topics:

• Prompting for insight vs. prompting for confirmation

• From search to strategy: moving beyond AI as a shortcut

• Trust, empathy, and human connection in the AI era

• Smarter forecasting and self-coaching with collective data

• Building AI-driven sales cultures that embrace change

#SellingTheCloud #GetAGS #ReimagineGrowth #AIforSales

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