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.

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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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In Part 2 of our conversation with Neil Graham, Chief Revenue Officer at Disqo, we dive deeper into how modern CROs must rethink their org design, marketing execution, and AI integration strategies to stay competitive in 2025 and beyond. Neil shares why curiosity, humility, and bias for action are now non-negotiables; and how his team is operationalizing those values inside a flat, fast-moving GTM system.

From building AI-generated deal strategy sessions to deploying 24/7 agents on the website, Neil unpacks the real-world tools and team behaviors that are reshaping sales and marketing execution. This episode is packed with tactical insights for CROs leading through change.

What You’ll Learn

• Flatter Orgs, Bolder Execution: How Disqo’s three-layer model speeds up decisions and drives alignment across marketing, sales, and delivery.
• Non-Negotiables in Revenue Teams: Why curiosity, humility, and action orientation matter more than ever, and how to screen for them.
• AI as a Revenue Multiplier: How Disqo uses AI for outbound personalization, content creation, and automated deal intelligence.
• Coaching in the AI Era: How Neil’s RevOps team leads enablement through data-driven strategy docs and always-on insights.
• Creating New Roles for the AI Age: Why Disqo now has a dedicated AI strategy lead embedded in RevOps, and how other CROs can follow suit.

Key Topics

• Scaling outbound without bloating headcount
• Redefining RevOps to include data, process, enablement, and AI ownership
• Designing a leadership team that balances vision and execution
• The future of SDR and BDR roles in an AI-enabled GTM
• Using AI agents for 24/7 coverage and real-time buyer insights
• Building culture through feedback, modeling, and EQ-based hiring

Guest Spotlight: Neil Graham

Neil Graham is the Chief Revenue Officer at Disqo. A proven growth operator and revenue architect, Neil has helped scale iconic brands like Salesforce, Siebel, and Jive. At Disqo, he’s building a flat, AI-accelerated GTM machine that prizes speed, ownership, and alignment over legacy hierarchy.

Resources & Mentions

• Company: Disqo
• Frameworks: MedPick, DSF (Disqo Success Framework)
• Sales Tools: Gong, Clay, ChatGPT, AI agents
• Leadership Inspiration: Carl Schachter, Eli Cohen, John Barrows
• Book: Emotional Intelligence by Daniel Goleman

🎧 Listen now on Apple Podcasts, Spotify, or wherever you get your podcasts.

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In this episode of Selling the Cloud, we’re joined by Neil Graham, Chief Revenue Officer at Disqo and a seasoned revenue leader whose career spans Salesforce, Siebel, Jive, and Telem. Neil shares a ground-level view of what it takes to lead, scale, and modernize revenue organizations in an era where traditional sales playbooks are no longer enough.

From breaking out of funnel-stage rigidity to building flat organizations that prioritize curiosity, Neil walks through the changes CROs must embrace to stay ahead. He also shares how Disqo is rethinking GTM structure and leveraging AI to drive personalization, speed, and operational clarity; without drowning in tools.

What You’ll Learn

• Why the Playbook is Obsolete: What Neil really means when he says the old models no longer work, and what replaces them.
• Lightweight Rigor at Scale: How to build process and alignment without slowing teams down.
• From Bottoms-Up to Top-Down TAM: How Disqo blends relationship selling with TAM-led targeting for scale.
• Curiosity as Culture: Why curiosity is a non-negotiable leadership trait in flat, fast-moving GTM orgs.
• Leading Through Change: How to coach teams to self-govern, move fast, and stay mission-aligned in a no-layer org model.

Key Topics

• Building sales organizations without bureaucracy or bloat
• Aligning marketing, sales, and success teams around business outcomes
• Using AI to power real-time customer insight and hyper-relevant outbound
• Flattening GTM structures for speed, ownership, and clarity
• Creating cultures where experimentation and impact are rewarded

Guest Spotlight: Neil Graham

Neil Graham is the Chief Revenue Officer at Disqo and a proven sales leader with decades of experience scaling GTM organizations from Series A to post-IPO. Known for his ability to bring structure without red tape, Neil has helped some of the most recognized B2B SaaS names balance scale with agility in high-growth phases.

Resources & Mentions

• Company: Disqo
• Framework: DSF (Disqo Success Framework)
• Sales Tools: Gong, Clay, ChatGPT
• Books & Influence: MedPick methodology, Salesforce early days, AI-led sales enablement

🎧 Listen now on Apple Podcasts, Spotify, or wherever you get your podcasts.

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In Part 2 of our conversation with Josh Hoffman, we explore the leadership mindset required to thrive in moments of high-pressure change, like mergers, long enterprise cycles, and AI-driven disruption.

Josh shares how sales teams can stay grounded in customer value, build trust through co-created plans, and lead with consistency; regardless of who owns the company or what the logo says.

We also talk about the real-world impact of AI on sales effectiveness, onboarding, and go-to-market readiness.

What You’ll Learn:

• Leading Through Change: How to stabilize culture and focus teams during M&A, leadership transitions, or high-stakes GTM shifts
• Mutual Action Plans that Work: Why aligning around a co-created calendar is a simple but powerful tool for accountability and momentum
• Consistency Over Chaos: How sticking to your core value proposition helps drown out internal and external noise
• Real AI Use Cases: How Josh and his team use AI for onboarding, writing, analysis, and market research—without replacing human judgment
• Leadership in Modern Sales Orgs: The behavioral traits that inspire performance, loyalty, and resilience

Key Topics:

• Sales leadership in high-pressure, transitional environments
• Using backward-planning and mutual calendars for deal velocity
• Staying aligned on value across long sales cycles
• Cultural consistency across internal and client-facing teams
• AI for productivity, market intelligence, and GTM strategy
• Embracing humility and continuous learning as a CRO

Guest Spotlight: Josh Hoffman

Josh is Chief Revenue Officer at Totus Rx and a long-time leader in B2B revenue organizations. He’s built and led sales teams across tech, telecom, and compliance industries, with a focus on building high-trust teams and delivering real value to customers. Josh is known for his practical, human-centered leadership style, especially in complex, high-stakes environments.

Resources & Mentions:

• Book: The Challenger Sale
• Book: SPIN Selling
• Leaders Mentioned: Mark Anderson, Russ Reeder, Todd Abbott, Mike Jenner, Joe Burton
• Follow Josh Hoffman on LinkedIn for more insights on sales leadership and culture.

🎧 Listen now and subscribe to Selling the Cloud to hear more from enterprise GTM leaders shaping the future of sales.

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In this episode of Selling the Cloud, we sit down with Josh Hoffman, a seasoned go-to-market leader who has guided sales transformations at Dell, Avaya, Poly, Datto, and now ControlCase. Known for his “sell-with” philosophy, Josh shares what it really means to drive symbiotic outcomes, where sellers, partners, and customers win together.

He unpacks lessons from decades of leading in high-stakes environments, including mergers, market pivots, and rapid scale, and makes the case for consistency, humility, and emotional intelligence in modern sales leadership. From shifting away from zero-sum thinking to building customer-aligned mutual action plans, this episode is a masterclass in outcome-based selling and team-driven success.

What You’ll Learn

• Sell-With vs. Sell-To: Why Josh believes the most successful sellers don’t “close deals”, they solve problems alongside the customer.
• How to Build Mutual Action Plans: Practical ways to bring partners and clients to the same side of the table from day one.
• The Role of AI in Sales Coaching: How Josh’s teams are using AI for prompt writing, context synthesis, and deal prep, without losing the human element.
• Coaching Through Change: Why consistency, not charisma, helps teams thrive through high-pressure acquisitions and pivots.
• From Manufacturing to CRO: Josh’s story of going from putting screws in motherboards at Dell to building global GTM teams, and what shaped him along the way.

Key Topics

• Transforming sales cultures from transactional to consultative
• Teaching sellers to ask better questions, and when to talk less
• Why top sales leaders reduce the distance between themselves and the AE
• Coaching through ambiguity and building career-defining moments
• Why consistent behavior builds trust in times of change
• Using AI to augment, not replace, frontline coaching and prep

Guest Spotlight: Josh Hoffman

Josh Hoffman is the Chief Revenue Officer at ControlCase and a proven sales leader with over two decades of experience building high-performance teams. With a track record of leading in moments of transformation, Josh is passionate about coaching sellers to exceed what they thought was possible, through shared success, customer obsession, and scalable systems of growth.

Resources & Mentions

• Book: The Qualified Sales Leader by John McMahon
• Book: FYI: For Your Improvement by Korn Ferry
• Company: ControlCase (compliance & audit automation)
• AI Tool Mention: Grammarly, prompt engineering
• Leadership Inspiration: Todd Abbott, Mike Jenner, Mark Anderson

🎧 Listen now on Apple Podcasts, Spotify, or wherever you get your podcasts.

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In Part 2 of our conversation with Max Elster, Co-Founder and CEO of Minoa, we go deeper into how sales teams are actually operationalizing outcome-based selling; at scale.

Max shares how revenue teams at companies like Vanta are moving beyond founder-led, feature-centric narratives, and building scalable, repeatable playbooks rooted in customer outcomes, business impact, and data-backed storytelling.

Whether you’re leading a 10-person sales team or a 1,000-person GTM org, this conversation will help you reimagine enablement, coach for value, and build business cases that win over CFOs.

What You’ll Learn

• Vanta’s Transition from Features to Outcomes: How CRO Stevie Case transformed Vanta’s narrative, and drove shorter cycles, higher win rates, and stronger executive engagement by focusing the team on value-led discovery and storytelling.
• Why Business Cases Shouldn’t Be Optional: Hear how teams went from building 10 business cases per quarter to over 500, without hiring hundreds of SEs, and how that shift boosted win rates by up to 15 percentage points.
• Teaching Reps to Think Like CFOs: Max explains how the best sales teams equip champions to model ROI and outcomes with buyers, not for them, and why the strongest business cases are co-owned with the finance team.
• How AI Accelerates Discovery, Coaching, and Differentiation: From call summaries to intent signals to customer benchmarks, Max shows how LLMs and predictive tools are giving reps the context to build relevance at scale, without losing the human touch.

Key Topics

• From founder-led sales to repeatable revenue engines
• Vanta’s shift to value-led selling, and what it unlocked
• Building outcome plans that close deals faster
• Why the CRO’s best insights come from AEs
• Coaching for customer outcomes, not product demos
• How AI is reshaping forecasting, discovery, and enablement
• The real future of revenue leadership in an AI world

Guest Spotlight: Max Elster

Max Elster is the Co-Founder and CEO of Minoa, a revenue platform helping companies scale value-based sales across the deal cycle. With a decade of experience in AI and B2B SaaS, Max works with companies like Vanta, Cognite, and others to operationalize value intelligence, from discovery to renewal.

Resources & Mentions

• Book: The Qualified Sales Leader by John McMahon
• Company: Vanta
• Max Elster: LinkedIn | Email: max@minoa.io

🎧 Listen now and subscribe to Selling the Cloud wherever you get your podcasts. Stay tuned for next week’s episode!

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