Ep 9 - Discovery Reveals the Path

“If we move too quickly from discovery to selling, the true discovery stops." - Dennis Sorenson Dennis Sorenson, CEO of Cove Group and host of Think Big, Win Bigger, brings decades of enterprise sales experience — from his years at Teradata to founding his own strategic sales consultancy — to Episode 9, dedicated entirely to one of the most underestimated disciplines in the profession: discovery. His framework is built on process-driven sales and three core pillars: ambition, strategy, and execution. In this solo episode, Dennis makes the case that discovery "is not a stage in what we do in sales" — it is a continuous muscle that runs through everything, and the difference between sounding like a vendor and becoming a true strategic partner. Dennis breaks down how discovery shapes ambition planning, sharpens sales strategy, and accelerates execution. Drawing on Dr. Bob Rotella's How Champions Think and John McMahon's The Qualified Sales Leader, he explores the discipline of arriving with perspective instead of a pitch, the value of going high, wide, and deep inside customer organizations, and why slowing down in discovery actually speeds the entire sales motion. He also introduces the GHOST framework as a tool for aligning discovery to customer goals and strategy — setting the stage for upcoming episodes on strategic account planning. In This Episode: (00:00) Discovery reveals the path to ambition, strategy, and execution (03:35) What elite performers notice that average sellers miss (11:17) Discovery before the engagement: research preparation and immersion (18:00) Arriving with perspective instead of a pitch changes everything (21:20) The power of slowing down and going high, wide, and deep (25:21) Using the GHOST framework to align discovery to customer strategy 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:   / dennisdealsorenson   Cove Group: https://www.linkedin.com/company/cove... Horizons West: http://horizonswest.com