Why are your best salespeople only competing for 10% of the available market—and what would change if they went after all of it?

Dennis Sorenson launches Think Big, Win Bigger with longtime mentor and sales thought leader Mike Weinberg, bestselling author of "Sales Management. Simplified." and "New Sales. Simplified." Weinberg brings decades of frontline selling and sales management expertise to this raw conversation about building real businesses before building brands. The two dissect Dennis's unconventional path—from enterprise sales leader to building Cove Group without a website or marketing presence—and why that sequence matters. Mike's core belief? Sales is noble when your motivation is pure, and you're fighting for client outcomes, not commissions.

This episode unpacks the frameworks that separate average performers from dominant players: the 4 Ps of execution, GOST planning discipline, and what it really means to be process-driven. Why do most salespeople chase quota instead of total market potential? How do you build sales muscle that scales across continents? The conversation moves from philosophical—sales as a noble profession—to tactical, covering everything from micromanagement myths to why your top producers should be demanding time with you. Dennis and Mike dig into what's working in 2025 and the hard strategic calls leaders need to make now.

• (00:00) Sales is noble when your motivation is pure
• (03:06) Building the business before building the brand
• (12:40) The problem with quota versus total potential
• (18:25) The 4 Ps framework plan prepare practice play
• (28:15) GOST planning discipline and written execution plans
• (38:10) Building sales muscle that actually scales

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.

Mike Weinberg:

• LinkedIn: https://www.linkedin.com/in/mikeweinberg2024/
• Website: https://mikeweinberg.com/
• Books: "Sales Management. Simplified." "New Sales. Simplified." "The First Time Manager Sales"

Dennis Sorenson: LinkedIn

Cove Group

• (00:00:00) - Sales Proposal: Think Big, Win Bigger
• (00:01:41) - The Journey of Mike Weinberg
• (00:07:25) - In the Elevator With Dennis Kearns
• (00:08:32) - How Much of Your Work Is Direct with Sales Leaders?
• (00:11:02) - Get Your Hands Dirty
• (00:14:58) - Exploring the Enterprise of Sales
• (00:20:07) - Ambition and the Total Potential
• (00:23:54) - How much of the breakthrough success that you've achieved as a seller
• (00:27:16) - How to Play Big at Large
• (00:29:22) - Bradley on Spending Too Much Money
• (00:30:22) - Enterprise Selling: How to Make Sales More Noble
• (00:33:48) - 4 Ps of Process Driven Execution
• (00:40:03) - Bill Gates on Accountability Meeting
• (00:43:17) - Mike Bass on How to Scale the Business
• (00:44:44) - Think Big, Win Bigger

Why do some sales teams consistently outperform while others struggle despite having talented people who work hard? The answer isn't luck—it's the operating system.

Welcome to the Think Big. Win Bigger podcast with host Dennis Sorenson, CEO of Cove Group. This isn't another sales podcast full of motivational speeches and theoretical frameworks. This is about the practical, repeatable systems that separate consistently high-performing sales teams from everyone else.

Most sales teams lose because they're reacting—operating deal to deal, quarter to quarter, without a reliable system. They're improvising their way through growth. The difference comes down to three core pillars: Ambition, Strategy, and Execution. When these elements work together within a process-driven framework, they transform how teams identify opportunities, compete for strategic deals, and deliver predictable results.

Dennis brings years of enterprise sales leadership and his work as a Fractional CRO to this podcast, sharing real lessons from the field. Each episode will break down how real performance is built—covering sales leadership, operating rhythms, value pricing, strategic account planning, and what it takes to perform when the pressure's on. You'll hear what works, what breaks, and how strong teams build repeatable success over time. No fluff, no shortcuts—just practical insights you can apply immediately.

If you're a sales leader or seller who knows you're capable of more but tired of inconsistent results and unclear direction, this podcast is for you. It's time to stop reacting and start operating with intention.

• (0:00) What Separates High-Performing Sales Teams from Average Teams
• (0:30) Why Most Teams Lose (It's Not About Talent)
• (0:45) The Three Pillars: Ambition, Strategy, and Execution
• (1:00) Introducing Dennis Sorenson and Think Big, Win Bigger
• (1:15) What This Podcast Is (And What It's Not)
• (1:25) Topics Covered: Real Lessons from the Field
• (1:35) Who This Podcast Is For
• 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

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• (00:00:00) - What is it that separates consistently high performing sales teams from average teams