Human-First Sales Enablement with Britta Lorenz

In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Britta Lorenz, Business Excellence and Enablement Lead at Growth Matters International, to explore what great enablement really means in complex sales.

Together, they unpack why sales enablement must start with humans not tools, how coaching becomes the real force multiplier for performance, and how leaders can balance AI efficiency with the trust and presence that only people can bring.

Enablement Maturity Starts with Listening and Data (04:16)
Britta says great enablement starts by meeting teams where they are. Before rolling out tools, leaders must understand maturity, skills, and process alignment. She begins with deep listening to reps and managers, then validates insights with data like activity levels, conversion rates, touchpoints, and asset usage to spot real gaps.

Sales as Meaningful Meetings and the Role of Coaching (09:40)
Britta defines sales as a progression of meaningful meetings built on trust and clarity, not pressure to close fast. She connects that idea to leadership too. Training helps, but coaching creates the habits, ownership, and confidence that drive consistent performance.

Coaching as the Force Multiplier and Why the Human Core Still Wins (13:36)
Britta calls coaching the multiplier that turns knowledge into behavior. It gets skipped because many managers were never taught how, and results feel slow in a fast world. AI can speed up prep and remove busywork, but it cannot replace presence, emotional intelligence, and trust in the meeting itself.

Listen to the full conversation with Britta Lorenz and discover how to build human first sales enablement that uses AI to accelerate the work, while coaching and meaningful meetings drive real performance.