Visit our website:
Download the workbook here:
Learn more about our Workbook:
Take the Revenue Growth Diagnostic:
Schedule a Visit to The Studio:

On this episode of SBI’s Sales and Marketing video podcast, we discuss how to deploy a sales process that's tailored to customers’ needs.

00:41 Introducing Lori Chmura, VP of U.S. sales at Cordis
02:32 How Cordis has adapted to changes in consumer behavior
09:19 A preview of “To Take a Closer Look” by Pete Hayes, the CSO of Equinix
11:16 The challenges of following the modern buyer’s journey
16:35 Using the time-tested AID INC Process: improving your sales cycle with vision
25:07 Lori’s approach to enabling sales reps with new technology (Her secret weapon: the iPad!)
27:57 Creating a sales training process to get reps up and running on a new sales system
30:51 The first three steps to a new Sales Process

SBI Sales and Marketing Video Podcast Episode Summary:
Today on the SBI Sales and Marketing podcast, we discuss how to create a sales process that’s bespoken to your organization. We’re joined by Lori Chmura, the VP of U.S. sales at Cordis, a medical device division of Johnson & Johnson. Together, we discuss how sales leaders can shorten their sales cycle and win more deals by deploying a custom sales process.

In our conversation, we discuss how modern purchasing methods have outgrown the traditional sales process and how Lori has tailored her sales process to meet her customers’ changing purchase behaviors. We also look at the pain points in following the consumers along their buying journey, exit criteria, rep adoption and tracking metrics.

Lori also shares her usage of modern tech to ramp up inventory tracking, her approach to sales training and the first three steps to building out a modern, bespoke sales process.

Ready to Make Your Number?
If you want a copy of the workbook mentioned in this video, go to to see the details of our six step revenue growth method, which covers market research, corporate strategy, product strategy, marketing strategy, sales strategy and talent strategy. If you want to have one of SBI’s seasoned sales and marketing consultants help you implement our revenue growth strategy in your organization, let us know at

About Author