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Using Formal Sales Processes to Improve Sales Performance, Part 1

When building a world class sales team, an organization needs to implement a formal sales process which has been shown to improve sales performance.  This formal sales process is like the back office for sales.  Joe DiDonato and Don Mastro join the show to discuss their experiences and the case study they wrote to explain what Don did to get his team through the pandemic -- and then skyrocket sales this year using a formal sales process.

Joe DiDonato is the Chief of Staff for Baker Communications, a leader in sales training and transformation, and writes for the Forbes Business Development Council.  He’s received the Lifetime Achievement Award in education by Elearning! magazine’s panel of judges; served on for-profit and non-profit boards as chairman or board member; ran Oracle’s and PeopleSoft’s worldwide education programs; and has helped to successfully launch 21 EdTech companies at Knowledge Universe.  His roles have ranged from VP and C-level positions to board level positions, and he’s considered a thought leader in the world of sales and corporate education.


Don Mastro is the Vice President of Sales for the industry’s top-growth audiovisual, collaboration and services integrator in North America and a key member of the executive team. Don is both the functional leader and the voice of sales within the company, developing incentive and reward programs, along with ongoing recognition and maturation of the sales team. Don sets the priorities for key development areas and leads the regional sales teams in moving the sales agenda for the company. Don builds the capability for sales analytics, market and team performance standards, proposal responses and client presentations to drive efficiency and professionalism of the company’s sales force. He grows sales bookings overall, onboards new sales talent and develops sales management functions. Don has grown sales bookings up by $100M over the last three years.