In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Mark Grundy, Fractional Sales Management of MFG Solutions. Mark brings 40 years of sales experience to the table, including 13 years specializing in fractional sales leadership.

Their conversation dives into the importance of aligning sales processes with buyer behavior, building agile playbooks, and bridging the gap between frontline sales teams and leadership. Mark also shares insights into how AI and shifting trade dynamics are impacting B2B sales, especially across the US-Canada border.

Sales as a Buyer-Centric Process (02:00)

Mark defines sales not as a script to follow, but as a process designed around helping buyers make decisions. The conversation focuses on recognizing buyer steps, not seller steps, and how great sales execution requires identifying the “state change” the buyer is seeking. From transactional retail to enterprise B2B, the goal remains the same: deliver value that enables the buyer to move forward confidently.

Designing Flexible Playbooks for Complex Sales (05:57)

Playbooks should serve the buyer’s journey, not box sellers into rigid frameworks. Mark shares how effective playbooks include key questions to ask, tools to use, and clear exit criteria at every stage. He distinguishes between a generalized process and the granular play-by-play approach needed for each decision-maker in a complex deal. His coaching motto: “Process can’t be about checking boxes; it has to be dynamic, situational, and value-focused.”

Accountability vs. Coaching (17:01)

Mark explains how separating accountability reviews from coaching conversations builds trust and clarity. One-on-ones are kept short, factual, and frequent, tailored to each rep’s performance. Coaching, on the other hand, dives into skill development and deal strategy. He emphasizes the power of “windshield time,” riding along with reps in the field to reinforce culture and drive real impact.