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
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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
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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
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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
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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
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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.
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