The Art (and Science) of Sales Playbooks

“THE ART (and SCIENCE) OF THE

SALES PLAYBOOK”

RALPH BARSISr Dir, Sales DevelopmentAchievers@rbarsi

DIONNE MISCHLERDirector of Sales

Sage@dionnemischler

If we build it, they will sell!

Yeah, but HOW do we

build it?

BIRDS OF A FEATHER

Let’s see what OTHERS are

doing!Hey, WE built one…

WE ASKED THE PEOPLE

STEPS & RESULTS

• Created research study with Instant.ly

• Reached ~1K professionals & ~100 responded

• Promoted the study via AA-ISP, LinkedIn, Twitter, Email

• 100% B2B, mix of tech (hardware & software) and services

• 70% currently use a playbook 30% don’t use a playbook 100% want to use a playbook

WE RESEARCHED THE MARKETPLACE

LENGTH OF SALES CYCLE

~80% less than 6 months(Transactional)

TITLE / ROLE

60% represented Sales

PLAYBOOK OWNERS

Sales / Inside Sales / Sales Ops, and Marketing

METHODOLOGIES USED

Others include consultative, social selling, etc.

KNOW WHERE TO FIND HELP?

Half DID / Half DIDN’T

“Things to think about as you build YOUR Sales Playbook”

START WITH WHY YOU NEED A PLAYBOOK

1. To generate pipeline and drive revenue

2. To gather disparate, decentralized info into one place

3. To standardize messaging

4. To ramp new hires

5. To reinforce struggling reps and remind experienced reps

8. To prevent things from falling through the cracks

6. To increase productivity of reps

7. To drive a corporate initiative

9. To influence behavior

IDENTIFY WHAT YOU NEED IN A PLAYBOOK

DECIDE HOW YOU’LL DISTRIBUTE THE PLAYBOOK

“Old school” (hardcopy, spiral-bound book)

“eBook” (easy to update and forward)

“Mobile” (now you’re cookin’ with gas)

MAP THE PLAYBOOK TO YOUR CRM

WHO CAN HELP YOU BUILD A PLAYBOOK

12 Elements of a Great Sales Playbookhttp://bit.ly/17EkAuW

How to Create a Killer Sales Playbookhttp://slidesha.re/16vOkcC

The What & Why of Sales Playbookshttp://bit.ly/1faNPal

Sales Playbooks for your Companyhttp://bit.ly/1faNPal

Building your Sales Playbookhttp://bit.ly/19nNaRw

Creating Pipeline through Use of a Sales Playbookhttp://slidesha.re/UinJuP

TIME TO CELEBRATEWhen a SALES PLAYBOOK is in use, EVERYONE WINS!

“THANK YOU”

Dionne Mischlerdionne.mischler@sage.com

@dionnemischler

in/dionnemischler

Ralph Barsiralph@achievers.com

@rbarsiin/ralphbarsi