1. The document discusses defining new sales roles at Wallis Office Products (WOP) to take advantage of growth opportunities in retention, penetration, conversion, and new markets. 2. It outlines a 5-step process to formalize the sales strategy, map out sales processes, determine if different roles are needed based on the 5 W's, identify gaps between current and desired processes, and formulate new roles. 3. By analyzing opportunities and processes for core, value-added, and new products, the sales executive identified needs for specialized roles in account management, product specialists, and support to better address opportunities and fill gaps between current roles and sales needs.