This document discusses testing in sales processes. It recommends identifying problems through metrics like opportunity creation, then devising experiments to test hypotheses. An example tests using a new "CFO talk track" to increase call conversion rates and opportunities sourced, in response to those metrics declining. The document provides tips for effective testing, like testing one variable at a time, using a small test group, and ensuring participants understand and commit to the test. The goal is to identify problems, devise data-driven experiments, and continuously improve sales processes through testing.