The document discusses the importance of implementing a high performance sales process. It notes that few companies have a clearly defined sales process that is used by all roles. It argues that allowing salespeople to work intuitively without a process is akin to allowing production workers to follow their own processes. The document then outlines steps to map the existing "as-is" sales process, critique it to identify issues, and re-engineer it through techniques like six sigma to create a more effective process and improve sales performance.