Think Big. Win Bigger.

Think Big. Win Bigger. is built on Process Driven Sales and the 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.

Think Big. Win Bigger. is a business podcast hosted by Dennis Sorenson, with 16 episodes on record and a Required Pod Score of 80. PitchCentric scores this show on Booking Probability, Listen Score, and live audience signals refreshed every 24 hours.

Dennis Sorenson hosts Think Big. Win Bigger., a business show with 16 episodes published.

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  Think Big. Win Bigger.

  Ep 15 - Execution: The Discipline of Getting Things Done

  Aug 10, 202632 min

  Could a simple four-letter framework fix your entire sales forecast? In Episode 15 of Think Big, Win Bigger, host Dennis Sorenson, CEO of Cove Group, goes solo for the third pillar of his Process-Driven Sales System: execution. Building on the ambition and strategy work from earlier episodes, Dennis introduces GOST, a framework built on Goals, Objectives, Strategies, and Tactics. His core argument: a plan that lives "up here" in a seller's head isn't real. As Dennis puts it, "If it's not written down, it's not real." This episode is a practical playbook for turning strategy into daily, repeatable action. Dennis breaks down how GOST creates a parent-child hierarchy connecting big-picture goals to the daily tactics that move deals forward, and why minimal, well-dated plans outperform bloated ones. He explains backward planning from deadlines, the "gap rule" for spotting missing tactics, and why forecasting accuracy depends on disciplined execution. Dennis also shows how GOST doubles as a discovery tool, helping sellers map a customer's own goals and objectives. What's the real difference between activity and accomplishment? And how do you keep from confusing the two? In This Episode: (00:00) Recapping the process-driven sales series so far (02:03) Execution: where strategy becomes daily action (06:23) Introducing GOST: goals, objectives, strategies, tactics (09:47) Sales math and the gap rule (11:50) Backward planning and setting realistic dates (14:25) Forecasting accuracy and why deals slip (18:49) How to actually build a GOST plan (23:15) GOST as your written close plan (25:53) Staying focused on what matters each week (28:00) Using GOST in customer discovery Share with a sales leader or seller who's ready to build something that lasts. Subscribe to hear all future episodes! About the Show 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. Resources: Dennis Sorenson: LinkedIn Cove Group Horizons West Chapters (00:00:00) - The Process Driven Sales System (00:02:01) - 3 Discipline of Execution (00:09:46) - Execution Plan: Strategic Planning and Goals (00:14:58) - Ghost Plan: The Sales Process (00:18:06) - Ghost Plan (00:22:06) - The Ghost Plan: What's Its Application

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  Think Big. Win Bigger.

  Ep 14 - Fear, Ego & the Point of Friction with Blaine Sibby (Part 2)

  Jul 28, 202621 min

  What if the biggest thing killing your deals isn't the market, but your own fear and ego? Dennis Sorenson returns with Blaine Sibby, Chief Revenue Officer at Zenith Roofing, for part two of their conversation on friction in the sales process. Where do fear and ego show up in a seller's day? Blaine traces it to what he calls the sales AI trap, arrogance and ignorance, sparked by rereading Mike Weinberg's Sales Simplified. His core belief: sales is a profession, and like any muscle, it atrophies without deliberate work. For Blaine, planning, preparing, and practicing are the antidote to the fear that stalls sellers in the room. The conversation moves through building sales muscle, writing out discovery questions in advance, and Blaine's story of carrying a legal pad of questions into client meetings early in his career at NCR. Dennis introduces Professor Loren Nordgren's fuel versus friction framework from his Kellogg course, and the two map system, method, and motion as three layers every sales organization must integrate. They close by unpacking what fuel means at the individual seller level, more meetings and proposals, and why chasing volume without removing friction just creates a pipeline of wasted energy. In This Episode: (00:00) How fear and ego create friction for sellers (03:17) Building sales muscle so it does not atrophy (06:32) Writing out discovery questions before the meeting (10:39) Fuel versus friction: the Loren Nordgren framework (16:42) What fuel means at the individual seller level Share with a sales leader or seller who's ready to build something that lasts. Subscribe to hear all future episodes! About the Show 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. Resources: Blaine Sibby LinkedIn — https://www.linkedin.com/in/blaine-sibby-mba-b5ba3935/ Dennis Sorenson: LinkedIn https://www.linkedin.com/in/dennisdealsorenson/ Cove Group https://www.linkedin.com/company/covegroup/posts/?feedView=all Horizons West http://horizonswest.com Chapters (00:00:00) - Think Big, Win Bigger (00:01:20) - Build Sales Muscle: The Sales Training (00:05:14) - Questions to Ask in the Sales Meeting (00:10:22) - The Formula of Fuel for Growth (00:13:11) - A Process-Driven, Fully Integrated System (00:16:15) - Sales Cycle: Fuel at the Organization Level (00:18:39) - The Conversation

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  Think Big. Win Bigger.

  Ep 13 - The Point of Friction with Blaine Sibby (Part 1)

  Jul 14, 202630 min

  Is sales really about relationships, or is it just math in disguise? Host Dennis Sorenson sits down with Blaine Sibby, Chief Revenue Officer at Zenith Roofing, for part one of a two-part conversation on friction — the invisible force that stalls deals before they start. A former Marine Corps lieutenant, Blaine traces the concept back to MCDP Tac1, a Marine Corps warfighting publication, and applies it directly to sales: "friction is anything that makes the seemingly easy very difficult." What's really slowing your pipeline down? Blaine's answer: it's rarely the market. It's the self-imposed friction sellers create for themselves. The two dig into where friction actually hides — in weak qualification, in white space on a calendar, in comp plans that reward the wrong activity. Dennis introduces his "sales is just math" framework, and Blaine counters with his own CRM dilemma: how do you actually quantify relationship-building? They close on the deepest friction point of all — trust — with Blaine's take that "people do business with those that they like," but the real work starts once you have to earn something deeper. In This Episode: (00:00) Welcome guest Blaine Sibby (01:08) Where the concept of the point of friction comes from (05:49) Removing friction as an individual seller versus a sales leader (12:07) Sales is just math: pipeline coverage and relationships (18:25) Inspect what you expect: the power of quality activity (22:23) Maintaining initiative and earning trust in the sales process Share with a sales leader or seller who's ready to build something that lasts. Subscribe to hear all future episodes! About the Show 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. Resources: Blaine Sibby LinkedIn — https://www.linkedin.com/in/blaine-sibby-mba-b5ba3935/ Dennis Sorenson: LinkedIn Cove Group Horizons West Chapters (00:00:00) - Think Big Win Bigger (00:01:48) - Blaine Civbey (00:03:11) - "The Point of Friction" (00:06:09) - Multiple Points of Friction in the Sales Organization (00:09:28) - Points of Friction in the Sales Process (00:13:02) - Pipeline and Sales: Just Math (00:14:18) - The Process of Sales Math (00:16:35) - Inspecting the Process of the Sale (00:20:59) - Compensation Plan (00:23:42) - Exercising Trust: The First Meeting

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  Think Big. Win Bigger.

  Ep 11 - The Moment Selling Became Strategy with Lee Paries (Part 1)

  Jun 16, 202644 min

  "It's only your limitation if you impose it on yourself." — Lee Paries Dennis Sorenson, CEO of Cove Group and host of Think Big, Win Bigger, welcomes co-founder of Horizons West and longtime sales leader Lee Paries for Part 1 of a two-part conversation. Lee built his career from a $19,000-a-year first job in healthcare, earning early mentorship from sales leader Hugh McBride, who saw in him an intensity and drive to eliminate the competition entirely — not just win some of it. Lee went on to lead national sales teams, close a $350 million contract representing 50% company growth, and build multi-million dollar enterprise books at Teradata with accounts including eBay, PayPal, and T-Mobile. His conviction? "That doesn't mean that's your limitation. It's only your limitation if you impose it on yourself. This episode covers the full arc of strategic selling — from the dangers of transactional thinking to the discipline of narrowing your focus to win bigger. Dennis and Lee discuss how they moved their teams beyond chasing transactions toward building long-term enterprise relationships at accounts like Wells Fargo, MGM Casinos, and Visa. What does it take to shift from a 12-month sales mindset to a three-to-five-year strategic account plan? How did a two-word email subject line — "coffee" — generate an 85–90% executive meeting acceptance rate? And how did the Lunch VITO and Coffee VITO strategies evolve into the frameworks Lee and Dennis now deploy through Horizons West? All of that, and more, in this episode. In This Episode: (00:00) From hustle to strategy — Dennis introduces Lee Paries and their 28-year partnership (07:06) A $19,000 salary and a $350 million contract — Lee's early career and Hugh McBride's mentorship (12:22) Do more with less — redirecting teams from transactions to strategic opportunities (17:20) Removing self-imposed limits — how to help sellers think beyond their quota (22:23) The personal lesson — how narrowing focus at Teradata turned into a $35–50 million business (28:54) Building a business, not just making sales — the shift to a three-to-five-year strategic plan (34:01) The Lunch VITO, the Coffee VITO, and a meeting with the CIO of MGM Studios (40:31) No shortcuts — why preparation, planning, and practice are the price of the executive meeting Share with a sales leader or seller who's ready to build something that lasts. Subscribe to hear all future episodes! About the Show 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. Resources: Lee Paries on LinkedIn: https://www.linkedin.com/in/leeparies/ Horizons West (co-founded by Lee Paries and Dennis Sorenson): https://horizonswest.com/ Chapters (00:00:00) - The Process Driven Sales System (00:01:21) - Lee and I: A Partner in Success (00:05:45) - Dennis and Lee on the Podcast (00:06:13) - NCR President: Hugh McBride and Dennis Sorensen (00:09:35) - Bridge from NCR to iCRM (00:11:37) - Importance of Process Driven Sales at Ncr (00:20:37) - Sales Cycle: The Need to Spread Out (00:27:54) - How to Build a Business with Sales Leaders (00:30:43) - The 4 Ps of Strategic Plan (00:32:36) - Coffee veto and strategy (00:41:20) - Building a Bridge Statement (00:43:45) - Think Big, Win Bigger

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  Think Big. Win Bigger.

  Ep 10 - Strategy Changes the Game

  Jun 2, 202633 minS0

  <p>Are your sellers busy — or are they actually executing a strategy? </p> <p>In Episode 10 of Think Big, Win Bigger, host Dennis Sorenson — CEO of Cove Group and architect of the process-driven sales system — makes the case that strategy is the pillar that changes everything. Drawing on his own evolution as a seller, from door-to-door beauty supplies in college to strategic account selling at NCR Corporation and Teradata, Dennis delivers a framework that is direct, personal, and immediately applicable. His central question is sharp: "If they're busy, but are they busy operating from a strategy or are they just busy si...

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