What would happen if your sales organization became the competitor that keeps everyone else up at night?

Dennis Sorenson shares his sales journey from NCR and Teradata to founding Cove Group and building Horizons West. His philosophy was shaped by Mike Weinberg's books and NCR's rigorous sales school. What transformed his approach? Two game-changers: ambition and execution. Dennis learned that "whoever has the strongest process wins" and that "greatness isn't random greatness—that's something that's built through repeatable excellence." Today, through Horizons West, he helps sales teams escape the commodity trap.

This episode breaks down the pillars of process-driven sales: ambition, strategy, and execution. Dennis explores why strategic account plans end up collecting dust and how to build them for sellers, not just management reviews. He tackles the survival mode trap where teams compete only on price. What does it take to build a winning sales culture? Dennis reveals the importance of writing down your vision, establishing a growth mindset, and creating systems that are predictable, repeatable, and scalable. The four Ps—plan, prepare, practice, play—frame the path forward.

• (00:00) The origin story and forming Horizons West
• (05:28) Ambition and execution: the two game changers
• (08:36) The commodity trap: when price is your only differentiator
• (11:27) Building a process-driven sales culture
• (16:23) Building sales muscle and staying on offense
• (21:06) Growth mindset and the process-driven advantage

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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
• (00:01:04) - Think Big Win Bigger: New Sales Simplified
• (00:05:42) - A Taste of Horizons West
• (00:06:22) - The 3 pillars of a process-
• (00:16:36) - The Secret to Elite Sales Plans
• (00:17:43) - How to Build a Winning Sales Culture