At the Sellwell Conference, Matthew Bertram, digital strategist and Fractional CMO sits down with Paul Fuller of Membrain to unpack why most CRMs become data graveyards—and how to turn them into deal engines. They cover building a minimum viable CRM that actually helps reps sell: prospecting cadences that stick, buyer/seller milestones for each stage, clean pipeline management, true account mapping for expansion, and coaching baked into the workflow. Paul shares how Membrain replicates best practices at the push of a button, why overbuilt setups backfire, and how process + coaching can lift win rates and forecast accuracy—especially in long, complex cycles like oil & gas markets.

Guest: https://www.linkedin.com/in/psfuller/

SellWell Conference: https://www.theghgn.com/sell-well-2025

Sponsor: https://www.ewrdigital.com/

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