Watch this interview with Lori Chmura, the Vice President of US Sales for Cordis. Cordis is one of the most respected names in global interventional medical devices. The company is trusted by healthcare professionals for comprehensive solutions that achieve better results. During the interview, Lori will demonstrate how she has deployed a new sales process.


Many outdated sales processes are no longer effective. When used, they cause reps to miss their number. Instead, sales teams should be relying on custom built sales processes. Why? A custom built sales process results in shorter sales cycles, and higher win rates. And what makes a custom sales process different than its predecessor? It’s tailored to the specific needs of your customers. Your reps will sell the way your buyers want to buy.


During the show, we will use SBI’s Revenue Growth Methodology to structure the conversation. Lori will discuss how she has implemented a version of this at Cordis. She will explain how she determined the way her customers make purchase decisions. And more importantly, how she has modified her sales process to accommodate this. If, at the end of the show, you want access to the methodology, we will let you know how to get it.


You need to win more deals in less time. Upgrading your sales process is one way to do this. Specifically, by deploying a customized sales process. Listen to Lori’s advice here, to see how she’s done this successfully.



Greg Alexander

Leads the firm's focus on the CEO’s role in accelerating revenue growth by getting the product team, the marketing department, and the sales organization into strategic alignment.

Greg is the host of The SBI Podcast, the most listened to sales and marketing podcast on the internet.


He is the host of SBI TV, a monthly television program broadcast on the internet featuring top B2B sales and marketing leader sharing their strategies to grow revenues.


Greg is the Editor-in-Chief of The SBI Magazine, the leading B2B publication focused on sales and marketing effectiveness.


He is the author of two critically acclaimed books Topgrading for Sales and Making the Number.


Greg has authored over 100 articles on SBI’s award winning blog, The SBI Blog.


He graduated from The University of Massachusetts Amherst with a BA in English and received his MBA from Georgia Tech.




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