Too many sales teams operate on instinct, hoping charisma and hustle will carry them to quota. However, Paul Fannon, Global CRO at Bottom Line, views sales as a science. In this Coach to Scale episode, Paul explains why a structured, data-driven approach is the key to predictable success. He shares how top reps aren’t necessarily the most talented—they’re the most disciplined. You’ll hear why work ethic can’t be taught but can be uncovered, how sales leaders should adapt their coaching style to each individual, and why frontline managers need continuous development to succeed.

We also explore Paul’s philosophy on “no wasted sales calls” and how technology should serve sales teams, not distract them. Learn why getting a clear yes or no is better than living in the limbo of “maybe,” how to avoid the biggest coaching mistakes, and what separates high-performing sales organizations from those that struggle. If you’re a CRO or sales leader looking for practical insights on driving efficiency and effectiveness, this conversation is a must-listen.

Top Takeaways:

• Sales is a Science, Not an Art – Success in sales isn’t about charisma; it’s about following a structured process, leveraging data, and executing consistently.
• No Wasted Sales Calls – Every call should be targeted and strategic, ensuring reps engage with the right prospects at the right time to drive meaningful outcomes.
• Work Ethic Can’t Be Taught, But It Can Be Uncovered – Some reps have the drive but don’t realize it; great leaders help bring it out through the right environment and expectations.
• Frontline Managers Are the Key to Sales Success – Strong sales organizations don’t just develop reps; they invest in managers who can coach, hold teams accountable, and drive performance.
• One Process, Many Coaching Styles – While sales organizations need a standardized process, managers must adapt their coaching approach to each individual’s motivations and learning style.
• Consistency Beats Talent – The most successful sellers aren’t always the most naturally gifted; they’re the ones who show up every day, follow the process, and put in the work.
• Data-Driven Selling Reduces Risk – Reps and managers who rely on gut instinct often struggle with inconsistency; using data ensures repeatable success and predictable pipeline growth.
• Decisiveness Matters More Than "Maybe" – The worst outcome isn’t hearing “no,” it’s being stuck in limbo; great salespeople know how to get clear answers and move deals forward.
• Technology Should Serve Sales, Not Distract From It – Sales tech should help reps focus on high-quality calls and pipeline movement, not overwhelm them with unnecessary complexity.
• Coaching Should Go Beyond Deals – Many managers only focus on pipeline and forecasting, but real sales growth comes from coaching skills, behaviors, and long-term development.

Ways to Tune In:

• Spotify: https://open.spotify.com/show/0Yb1wPzUxyrfR0Dx35ym1A 
• Apple Podcasts: https://podcasts.apple.com/us/podcast/coach2scale-how-modern-leaders-build-a-coaching-culture/id1699901434 
• Google Podcasts: https://podcasts.google.com/feed/aHR0cHM6Ly9mZWVkcy50cmFuc2lzdG9yLmZtL2NvYWNoMnNjYWxlLWhvdy1tb2Rlcm4tbGVhZGVycy1idWlsZC1hLWNvYWNoaW5nLWN1bHR1cmU 
• Amazon Music: https://music.amazon.com/podcasts/fd188af6-7c17-4b2e-a0b2-196ecd6fdf77 
• Podchaser: https://www.podchaser.com/podcasts/coach2scale-how-modern-leaders-5419703 
• YouTube: https://www.youtube.com/@Coach2Scale 

CoachEm™ is the first Coaching Execution Platform that integrates deep learning technology to proactively analyze patterns, highlight the "why" behind the data with root causes, and identify the actions that will ultimately improve business results going forward.  These practical coaching recommendations for managers will help their teams drive more deals, bigger deals, faster deals, and loyal customers. Built with decades of go-to-market experience, world-renowned data scientists, and advanced causal AI/ML technology, CoachEm™ leverages your existing tech stack to increase rep productivity, increase retention, and replicate best practices across your team.

Learn more at coachem.io