Ambition transforms sales when you can see the full potential of every account and build a process to capture it.

In this episode of the Supercharge Your Sales Velocity podcast, Fergal is joined by Dennis Deal Sorenson, CEO of Cove Group and co-founder of Horizons West. Dennis has built a reputation for turning sales teams into high-performing growth engines through his focus on ambition, strategy, and execution.

Dennis explains how to look beyond quotas and short-term targets to uncover the total potential of an account.

He shares his philosophy on ambition as the precursor to strategy, teaching sales leaders how to build multi-year account plans that expand thinking and unlock bigger deals.

Together, they discuss the practical frameworks of strategic account planning, the GOST execution model, and the four Ps of sales: plan, prepare, practice, play.

Timestamps

00:00 Introduction to Dennis Sorenson

01:20 The origins of ambition in sales

10:25 Building plans to unlock total potential

12:02 Overcoming objections and pushing past limitations

15:00 The four Ps of sales: plan, prepare, practice, play

17:57 Strategic account planning

23:12 Execution and the GOST framework

26:40 Using strategic planning for both accounts and prospects

28:07 The role of AI in sales strategy and execution

31:20 Talent, hiring, and building high-performing teams

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Connect with Fergal:

Website: www.sysvelocity.com

Contact: Get In Touch

LinkedIn: Fergal O’Carroll

Learn how to boost client retention and revenue with Fergal’s Key Account Planning Workshops

Connect with Dennis Sorenson

LinkedIn: Dennis Deal Sorenson