When was the last time your sellers stepped back far enough to actually see the full potential of their territory — or have they been too busy fighting uphill toward a number to ever look? Dennis Deal Sorenson, CEO of Cove Group and host of Think Big, Win Bigger, returns for Episode 6 with a practitioner's breakdown of one of the most underused tools in sales planning: white space mapping. A veteran sales strategist and fractional CRO who has coached sellers and teams through ambition planning work for years, Dennis knows what it costs when reps spread themselves thin. How do you stop chasing everything and start competing for what actually moves the needle? This episode is his answer.

Building directly on the ambition thinking framework from Episode 5, Dennis moves from mindset into mechanics — walking through the exact white space exercise he uses with clients, the simple spreadsheet structure behind it, and why "writing things down makes them real." He covers the 80/15/5 account prioritization rule, how to identify hidden revenue across buying centers, and how the law of large numbers creates confidence in your ROI story. He also connects white space directly to the "go high, wide, and deep" relationship strategy that drives executive engagement and positions sellers as strategic partners — not vendors.

• (00:00) Why spreading yourself thin across accounts is a losing game
• (01:25) The 80/15/5 rule for prioritizing where your effort goes
• (03:02) A few big things done very well can change the game
• (06:23) How to build a white space map and see revenue hiding in plain sight
• (17:51) The magic of large numbers and what it means for your ROI 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: LinkedInCove Group Horizons West

• (00:00:00) - Think Big, Win Bigger
• (00:00:32) - Mapping White Space: Ambition Thinking and Results
• (00:03:55) - White Space Mapping: The Strategic Dimension
• (00:12:37) - White Space in Ambition Plan
• (00:19:42) - Episode 6: On Ambition