If your sales team is only spending 30% of their time inside the sales process, what exactly are they doing with the other 70%?

Dennis Deal Sorenson is the CEO of Cove Group and the host of Think Big, Win Bigger — a podcast for leaders and sellers who know they're capable of more but are tired of improvising their way through growth. In Episode 3, Dennis dives into the first two pillars of a process-driven sales system: Plan and Prepare. His core conviction? The best sellers don't wing it. They build ambition, define total account potential, and anchor their strategy in a clear, disciplined plan — because winning starts long before you play the game.

Dennis breaks down how intentional preparation — research, messaging, and sales assets — creates confidence and control before you ever step onto the field. He reveals why so many teams are spending as little as 30% of their time inside the process, what it means to be "productively selfish" with your calendar, and why leaders themselves are often the first to abandon discipline when the pressure hits. If you want predictable, scalable sales results, this episode shows exactly where to start.

• (00:00) Building a championship mindset and refusing to limit yourself
• (03:05) The four P framework: how process-driven sales actually works
• (08:20) Building your ambition plan and strategic account plan
• (11:30) Time allocation and being productively selfish with your calendar
• (13:24) Why leaders are the first ones to abandon the process
• (16:12) Building your ambition plan and defining total account potential
• (17:09) Preparation: research, personas, competitive intel, and sharpening your sales story
• Share with a sales leader or seller who's ready to build something that lasts. Subscribe to hear all future episodes!

Think Big. Win Bigger is hosted by Dennis Sorenson, CEO of Cove Group, a strategic partner for companies seeking to optimize sales performance and achieve sustainable growth. With deep expertise in enterprise sales and fractional CRO leadership, Dennis specializes in addressing challenges at the point of friction—where inefficiencies, misalignment, or resistance occur within the sales process.

The podcast is built on Process-Driven Sales and the three pillars of Ambition, Strategy, and Execution. Each episode breaks down the systems and operating rhythms that drive predictable performance, giving leaders and sellers practical insights they can use immediately. This is for professionals who are ready to stop improvising, start operating with intention, and build repeatable success over time.

Dennis Sorenson: LinkedIn

Cove Group Horizons West

• (00:00:00) - How to Think Big, Win Bigger
• (00:00:54) - Being Process Driven in Sales
• (00:06:53) - Plan, Prepare, Practice
• (00:13:13) - Living in Play: Planning, Preparation and Practice