The State of B2B Sales in 2026 │ Paul Fuller

In this episode, Membrain's CRO, Paul Fuller shares findings from a major research project on the state of B2B sales and what leaders should do next. Drawing on a meta-analysis of sales data and insights from sales experts around the world, he explores why quota attainment is falling, why sales cycles are getting longer, and why so many teams are struggling to improve results. Together, these insights point to a profession under pressure, but also to a major opportunity for teams willing to rethink how they coach, structure, and support sales.In this episode, you’ll learn:Why trust, anxiety, and indecision are reshaping B2B salesWhy tech adoption alone is not improving win ratesWhy coaching matters more than training aloneHow better sales process and methodology create leverageWhy sales leaders need to think in terms of systems, not hacksWhat high-performing teams should focus on nextListen in to learn how to build a stronger sales operating system and improve performance in today’s market.