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When done well, sales playbooks equip salespeople with the tools to target prospects with the right message, knowledge, and sales tactics to sell effectively at each stage in the buying process. 

For sales managers, sales playbooks help onboard new hires, and provide a framework for sales coaching to accelerate pipeline quality and advance deals to closure.

Alas, two things are never “finished” in sales – account plans and playbooks. 

Both represent a snapshot in time of what we know and want to accomplish, both of which will change, and require adjustments to respond to a competitive position, solution changes, and company objectives.

To that end, a perfect, comprehensive sales playbook will never be complete or launched on time to the sales organization. 

Our experience suggests that the best approach to building a sales playbook is to consider its components individually but integrated.

By prioritizing the sales playbook content elements based on their priority or need within the organization, you’ll be able to manage each content element as an individual deliverable on its path towards completion, roll-out, and optimization.

Sales playbook components vary by organization and involve a unique assortment and order including:

  • Key Insights
  • Ideal Customer Profile
  • Solution Value Proposition
  • Buyer Personas
  • Qualification Criteria
  • Customer Journey Map
  • Buying and Sales Process
  • Competitive Battle Cards
  • CRM Interlock
  • Content & Sales Resources
  • Opportunity Advancement Plays
  • Expected Metrics
  • Marketing Campaigns

A clear vision of a comprehensive sales playbook is essential, but you shouldn’t let the concept get in the way of active, agile and effective progress on each component. 

You need sales playbooks to support the sales strategy, process, and execution – you don’t need a perfect playbook.

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