top of page

How To Create A Winning Sales Playbook (incl. Examples)



The Strategies for Creating a Winning Sales Playbook

A sales playbook is an essential tool for any sales organization. It's a comprehensive guide that outlines a company's sales process, strategies, and messaging.


With a well-developed sales playbook, teams can quickly and effectively close deals, increase sales, and boost customer satisfaction. In this article, we'll provide strategies for creating an effective sales playbook that can help your sales team achieve success.


Don't expect your sales team to perform, when there is no sales playbook built and rolled out to the team. Especially for sales beginners, a well-defined sales playbook including the most important enablement materials, processes, video training & scripts is essential.


Ultimately, a sales playbook is there to enable your sales team and give them the right guidance starting from day one already.


Understanding the Basics of a Sales Playbook


Before you can create a winning sales playbook, it's important to understand the basics.

A sales playbook should include a clear description of your sales process, including the steps and tactics you use to generate new leads, qualify them, and close deals.

It should also include essential information such as customer personas and ideal customer profiles. This information should be used to tailor your messaging and ensure that you're targeting the right audience.


In addition to the customer-focused information, your sales playbook should also include a detailed description of your sales team's roles and responsibilities.


This will help ensure that everyone is on the same page and that each team member is aware of their individual tasks. It should also include a list of best practices and strategies that have been successful in the past.


By having this information readily available, your team can quickly and easily refer to it when needed.


Ideally, you have content in form of video training, scripts, and templates ready for your team. We strongly recommend you take time in building up your sales playbook.


If you don't take this seriously, you are going to become a problem once you onboard and train new sales team members.


Here is an example of a sales playbook 👇

Sales Playbook Structure

Developing a Strategic Plan for Your Sales Playbook


Once you have a basic understanding of your sales process, it's time to develop a strategic plan for your sales playbook.


The plan for creating your sales playbook should include the following:

  • Objectives you want to achieve with your playbook

  • Tactics you'll use to reach your objectives

  • Types of content you want to include in your playbook

  • Organization and structure of your playbook

Make sure all these elements are clearly outlined in your plan.


When creating your plan, it's important to consider the resources you have available - internally within your team and externally with playbook templates and coaches or consultants.


Think about the budget, personnel, and technology you have access to, and how they can be used to support your plan.


Additionally, consider the timeline for implementing your plan and the metrics you'll use to measure success. By taking the time to plan out your strategy, you can ensure that your sales playbook is effective and successful.


Create also a group of team members responsible for developing the stratic plan as well as the playbook itself.


Part 1: Effective Messaging for Your Sales Playbook


Once you have a plan in place, it's time to craft effective messaging for your sales playbook.


Start by developing buyer personas and creating messaging that resonates with them. Consider what they need to know and tailor your messaging accordingly.

Sales Playbook Example - Buyer Persona

Your messages should be clear, concise, and engaging for your target group. If done correctly, your messaging should help convince prospects to jump on a meeting with you and become customers at a certain stage.


Consider also having different messaging for different phases of your sales process (attention, interest, desire, action).


When crafting your messaging, it's important to keep in mind the tone and style of your brand. Your messaging should be consistent with the overall look and feel of your brand.


Ideally, you also include someone from marketing or have already material developed for the overall messaging part. Additionally, make sure to use language that is easy to understand and avoid industry jargon.


Finally, be sure to test your messaging to ensure it resonates with your target audience. A good way of testing your messaging is by interviewing your customers about it or asking your customers for help.


So in short effective messaging includes:

  • Target Industries

  • Target Accounts

  • Target Personas and Buyer Profiles

  • Messaging for all of the above and for different channels (e.g. email, LinkedIn, calling, etc.)


Part 2: Goals and Objectives for Your Sales Playbook


Your goals and objectives should be clear and measurable. Think about what success looks like for your team and how you'll evaluate it.


It's important to set different objectives and goals depending on the role of your sales reps. Every role should have clear objectives and goals.


Ideally, you add activity targets and what an ideal day for a role looks like as well.

Consider what metrics you'll use to measure your progress and set targets for each objective.


This will help ensure that everyone on your team is working towards the same goals and staying on track.


It's also important to ensure that your goals and objectives are realistic and achievable.

Everything else will frustrate your team and you won't reach your goal either.


Consider the resources available to your team and the timeline for achieving the goals. Make sure that the goals are specific and actionable, and that everyone on the team understands their role in achieving them.


Finally, make sure to review and adjust your goals and objectives regularly to ensure that they remain relevant and achievable.


1) General Expectations and Job Description


These are typically how you find in the sales org overall and what the team values are.


In addition, add the commission plan as well as a potential performance improvement plan.


Example job description for an Sales Development Rep:

  • Develop new business leads and enhance existing relationships.

  • Utilize prospecting and research tools, coordinate with assigned reps to qualify opportunities; prepare for and book pitch meetings with target prospects.

  • Strategize with team members to innovate & improve the overall sales development process

  • Conduct sales development best practices with email, phone, and social drips using enablement technology to connect with new prospects.

  • Work closely and collaboratively with the sales team to develop and implement appropriate prospect communication plans

  • Work internally with other departments to ensure proper quality and quantity of demonstrations

2) Promotion Path


Every great sales playbook should always contain a promotion path.

Here's an example promotion path from a B2B SaaS organization:

B2B Sales Career Path

3) SDR Team Structure


How does your company structure the SDR function?


This could be by pod, territory, vertical, etc. Example:


Our SDR Team is split by territory and it should be defined who is working in which territory or on which accounts.

  • Northeast

  • Mid-Atlantic

  • Southeast

  • Midwest

  • Southwest

  • West Coast


4) Activity Expectations


We are not a big fan of activity expectations as they can lead sometimes to confusion. But also clear is, SDRs, BDRs, and Junior Sellers need to do a certain # of activities to learn as fast as possible and be in touch with as many people as possible.


You can use the following structure:

Daily

Weekly

Monthly

# calls # emails # Leads contacted

# meetings scheduled

# meetings completed

# calls # emails

# meetings # sales accepted opps. 24h inbound lead SLAs etc


5) Standard Day of Success


What does a successful day at your org look like?


Examples

  • Two active cadences in sales tool (outreach/salesloft)

  • 40 emails

  • 40 LinkedIn

  • 40 phone calls

  • 1 demo scheduled

  • 0 overdue tasks


Sales Playbook Example - Ideal Day & Metrics

Utilizing Technology to Streamline Your Sales Playbook


Technology can be a powerful tool when it comes to creating a successful sales playbook.


Utilizing software such as CRM systems can help streamline your sales process and make it easier to manage customer data. Investing in tools such as automation tools can also help automate tedious tasks and free up time for more important activities.


In addition to CRM systems and automation tools, there are other technologies that can be used to improve the efficiency of your sales process.


For example, using analytics tools can help you gain insights into customer behavior and preferences, allowing you to tailor your sales approach accordingly. Additionally, leveraging artificial intelligence can help you identify potential leads and automate follow-up activities.


Furthermore very important is an easy-to-access place for your sales playbook where you also can monitor who of your team completed steps of the sales playbook.


Training Your Team on the Use of Your Sales Playbook


Once you have created your sales playbook, it's important to train your team on its use and also make sure everyone completes the sales playbook training.


Make sure everyone understands the objectives, strategies, and processes outlined in the playbook. Provide examples of successful sales pitches and discuss best practices for communicating with prospects.


Quizzes, feedback via videos, and regular training sessions can help ensure that everyone is following the same playbook.


In addition to providing training on t