Why does promoting your top salesperson to manager usually backfire? Paul Fuller, CRO at Membrain, has watched this pattern destroy sales orgs across 80+ countries. He reveals how Fortune 500 companies massage forecasts through three layers of Excel because nobody trusts their CRM, why call volume and email metrics are mostly theater, and the exact team size where coaching actually works. Paul breaks down the difference between vanity metrics and real progress indicators, how founders accidentally crush margins by swooping in to "help" close deals, and why your sales system might be designed to collect data instead of helping reps actually sell. Whether you're making your first sales hire or wondering why revenue feels unpredictable, this conversation will change how you build your sales organization.
Key takeaways:

Stop measuring vanity metrics like call volume - focus on actual conversations and first meetings that move deals forward
The optimal sales team size is 5-6 reps per manager, anything more and coaching quality collapses
Your CRM should help reps sell, not just collect data for executives - if reps avoid using it, that's your answer
Sales leaders must hold themselves accountable to weekly one-on-ones as a KPI, not just revenue numbers
Define three client commitment milestones to create accurate forecasts without spreadsheet gymnastics

Have questions about building predictable revenue systems? Drop them in the comments.
Connect with Paul Fuller:
LinkedIn: linkedin.com/in/psfuller
Learn more about Membrain: membrain.com
Podcast: Art and Science of Complex Sales

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– Jennica and the Revenue Unscripted podcast team

Connect with Jennica Dixon on LinkedIn: https://www.linkedin.com/in/jennica-dixon/
Visit the Slattery Sales Group website here: https://www.slatterysales.com/

Listen to Revenue Unscripted on these podcast platforms:
Spotify: https://open.spotify.com/show/7AUBIk1HFgUO6Cci4YFhKM
Apple Podcasts: https://podcasts.apple.com/podcast/revenue-unscripted/id1869568856
Amazon Podcasts: https://music.amazon.com/podcasts/5892af04-ab67-4379-9638-6a3aba17f953/revenue-unscripted

#RevenueUnscripted #JennicaDixon #SalesLeadership #RevenueGrowth #B2BSales #SalesStrategy #SalesPerformance #ForecastAccuracy #SalesManagement #RevenueLeaders #FounderInsights #SalesCoaching #MarginProtection #SalesDifferentiation #RevenueOptimization Revenue Unscripted is the podcast where sales fiction meets reality. Hosted by Jennica Dixon, President of Slattery Sales Group, this show pulls back the curtain on what really drives revenue growth in complex B2B sales environments. Through candid 30-45 minute conversations with founders, CEOs, and revenue leaders, Jennica explores the real stories behind sales challenges, breakthrough moments, and the blind spots that quietly drain growth, margin, and valuation. Jennica brings over 40 years of combined client experience working with more than 2,400 companies across 170 industries. Her firm specializes in behavior-based sales transformation, helping organizations turn unpredictable pipelines into reliable revenue engines. From forecast accuracy and margin protection to sales team performance and competitive differentiation, Revenue Unscripted tackles the messy realities of human selling that traditional sales training glosses over. Whether you're a founder scaling your first sales team, a CRO rebuilding forecast credibility with the board, or a revenue leader trying to protect margins while accelerating growth, Revenue Unscripted delivers practical insights from leaders who've faced the same battles.