# The State of B2B Sales in 2026 | Paul Fuller

Page: https://stenobird.com/podcast/art-science-of-complex-sales-6734980/the-state-of-b2b-sales-in-2026-paul-fuller
Text version: https://stenobird.com/podcast/art-science-of-complex-sales-6734980/the-state-of-b2b-sales-in-2026-paul-fuller.md
Podcast: [Art & Science of Complex Sales](https://stenobird.com/podcast/art-science-of-complex-sales-6734980)
Published: 2026-05-22T15:31:18+00:00
Episode link: https://podcasters.spotify.com/pod/show/membrainpodcast/episodes/The-State-of-B2B-Sales-in-2026--Paul-Fuller-e3johjb
Audio file: https://anchor.fm/s/10348ff54/podcast/play/120390699/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-4-22%2F424690685-44100-2-76a7fb9355dea.mp3
Processing state: not_requested
JSON: https://stenobird.com/v1/public/podcasts/art-science-of-complex-sales-6734980/episodes/the-state-of-b2b-sales-in-2026-paul-fuller
Duration seconds: 2540

## Resource

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 sales Why tech adoption alone is not improving win rates Why coaching matters more than training alone How better sales process and methodology create leverage Why sales leaders need to think in terms of systems, not hacks What high-performing teams should focus on next Listen in to learn how to build a stronger sales operating system and improve performance in today’s market.

## Actions

- request_transcript: `POST https://stenobird.com/v1/public/podcasts/art-science-of-complex-sales-6734980/episodes/the-state-of-b2b-sales-in-2026-paul-fuller/transcription-requests` — Idempotently request low-priority transcript generation for this episode.
- read_markdown: `GET https://stenobird.com/podcast/art-science-of-complex-sales-6734980/the-state-of-b2b-sales-in-2026-paul-fuller.md` — Read the agent-friendly Markdown representation of this episode resource.

A page view does not enqueue transcription. Agents should invoke `request_transcript` explicitly when they need this episode processed.

## Transcript

Full transcripts are not published on public pages unless there is a clear rights basis.