Sanford spearheaded the successful implementation of Salesforce.com, amongst the largest Canadian accounts at the time. He and his team not only developed user acceptance strategy but also the national sales opportunity management program, including sales funnels, sales ratios and a KPI program.
After 10 years actively part of the sales leadership, it was time to broaden his horizon and Sanford was asked to lead the Small Business go-to-market pricing team. He and his team successfully steered the difficult 2007 financial crunch, ensuring the sales teams had the value prop to weather the storm.
A new initiative was brewing, and Sanford wanted to be part of it. He assumed the leadership role of a new retail channel, TELUS Business Stores. He was responsible for acquiring real estate, store design and construction, IT roadmap, all instore policies and procedures and finally vendor management. This was new to him and he loved the opportunity to learn. His team built 26 stores nationally, and challenged the status quo, creating new normal for TELUS store construction.
After several years, the initiative was scrapped and Sanford went back to his roots leading Small Business Trade Marketing’s strategic initiatives teams – driving small business sales results through the top tier business focused dealers, relaunching small business through TELUS’ corporate stores, and launching strategic new products like Business Connect, a hosted BVOIP solution.
It went so well; Sanford was promoted to lead the business focused dealers. These were the top 20 TELUS business dealers nationally. In addition to being an outstanding wireless sales engine, Sanford challenged them to deliver sales results on new products. They did.
In his final role at TELUS, Sanford oversaw its eastern Canadian channel expansion, including the successful Manitoba acquisition and integration of MTS’ dealer channel, expanding Ontario’s distribution channel and marketing efforts in Quebec.
After an extensive career in Channel, Sales, Marketing and Operations leadership roles, Sanford decided to bring that collective experience to a new venture – VSM. His passion for the science of sales, driving outstanding sales results and pushing the boundaries is perfect for helping small-medium businesses to build world class sales teams.