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How To Build A Sales Playbook

The document outlines a 5-step process for creating a sales playbook. Step 1 involves mapping the buyer process to the sales process. Step 2 is conducting a content audit. Step 3 is creating sales tools. Step 4 is creating the playbook. Step 5 is iterating the playbook based on feedback. The overall goal is to progress deals through the sales process by ensuring content and tools align with each stage of the buyer journey.

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Giridhar Poondi
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569 views

How To Build A Sales Playbook

The document outlines a 5-step process for creating a sales playbook. Step 1 involves mapping the buyer process to the sales process. Step 2 is conducting a content audit. Step 3 is creating sales tools. Step 4 is creating the playbook. Step 5 is iterating the playbook based on feedback. The overall goal is to progress deals through the sales process by ensuring content and tools align with each stage of the buyer journey.

Uploaded by

Giridhar Poondi
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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HOW TO BUILD A SALES PLAYBOOK

Map Sales Process to Buying Process


- Document both the buying
and sales process by stage Conduct a Content Audit
- Identify the exit criteria
(buyer action) for each - Create an Expert Panel of
- Identify tactical actions to Sales and Marketing peers Create Sales Tools
progress the buyer into the - Perform an audit of all
next phase of the buying sales collateral and sales - Identify gaps in collateral
process tools and tools that need to be
created
Create Playbook
- Associate content to the
appropriate - Work with your marketing - Marry the content with
stages/product/buyer
action
peers to develop a content
creation strategy
tactical execution &
process
Iterate
- Sales tools and job aides - Ensure all of the content
should be internal facing, is mapped to the
while collateral is external appropriate stage and - Content and process will
facing buyer action continue to change
- The goal of the playbook - Be agile in your approach to
is to progress the deal from the process
one stage to the next - Identify gaps and close them
in the playbook

10/23/2021 SBI Proprietary & Confidential. All rights reserved. 1


SALES PLAYBOOKS – STEP 1

Step 1 – Map Buyer Process to Sales Process


Objective: Ensure you have an understanding of the buying behavior of
your key buyer personas. Marry the sales process to the buyer process.
Process:
• Document both the buying and sales process by stage
• Identify the exit criteria (buyer action) for each
• Identify tactical actions to progress the buyer into the next phase of the
buying process

10/23/2021 SBI Proprietary & Confidential. All rights reserved. 2


SALES PLAYBOOKS – STEP 2

Step 2 – Conduct Content Audit


Objective: Evaluate current content and assess how it will help progress a sales
cycle. In addition, start to map the content to the sales and buying stages.
Process:
• Create an Expert Panel of Sales and Marketing peers
• Perform an audit of all sales collateral and sales tools
• Associate content to the appropriate stages/product/buyer action

10/23/2021 SBI Proprietary & Confidential. All rights reserved. 3


SALES PLAYBOOKS – STEP 3

Step 3 – Create Sales Tools


Objective: To create tools for both internal consumption (sales tools) and
external consumption (collateral) that are mapped to the sales process to
progress deals.
Process:
• Identify gaps in collateral and tools that need to be created
• Work with your marketing peers to develop a content creation strategy
• Sales tools and job aides should be internal facing, while collateral is
external facing

10/23/2021 SBI Proprietary & Confidential. All rights reserved. 4


SALES PLAYBOOKS – STEP 4

Step 4 – Create Playbook


Objective: Design the tactical plan on how to execute the sales
process, aided by the tools and collateral.
Process:
• Marry the content with tactical execution & process
• Ensure all of the content is mapped to the appropriate stage and
buyer action
• The goal of the playbook is to progress the deal from one stage to
the next

10/23/2021 SBI Proprietary & Confidential. All rights reserved. 5


SALES PLAYBOOKS – STEP 5

Step 5 – Iterate
Objective: To have a fluid and agile approach to design, feedback and
creation. The playbook will evolve over time.
Process:
• Recognize that content and process will continue to change
• Be agile in your approach to the process
• Identify gaps and close them in the playbook
• Seek regular interaction and feedback from the user community via
surveys, expert panels, reviews, etc.

10/23/2021 SBI Proprietary & Confidential. All rights reserved. 6


10/23/2021 SBI Proprietary & Confidential. All rights reserved. 7
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