This PPT is about a sales playbook. It is a systematic organization of all marketing and sales assets. Each asset is mapped to the buyer’s position in the sales cycle. It serves as a GPS for the channel partners.

1. HOW TO
CREATE
PLAYBOOKS
THAT REALLY
WORK
E N A B L I N G Y O U R
C H A N N E L P A R T N E R S O N
T H E R O A D T O R E V E N U E

2. The sales playbook
A systematic
organization of all
marketing and sales
assets
Each asset is mapped
to the buyer’s position
in the sales cycle
A GPS for your channel
partners

3. Spells out what to say, when to say it
and how to say it

4. Why you need playbooks?
25% of an
employee’s
workday is
consumed by
information search
70% of customer-
facing team members
report lacking the
information they need
to adequately perform
their jobs
Companies with
mechanisms in
place to share
internal sales
knowledge have win
rates that exceed
50%
Just 20% of the
knowledge in an
average enterprise is
explicitly recorded
and shared

5. Why you need playbooks?
Mechanisms like
the sales playbook
can help companies
enjoy closure rates
over 50%
33% of lost deals
could have been won
if the seller had been
better informed and
more client-oriented
50-90% of
collateral created
for salespeople is
never used
Over 50% of
sales managers
are too busy to
train and
develop their
sales teams

6. Why you need playbooks?
Only 15% of
executives say that
their meetings with
salespeople meet
expectations
Only 7% of executives
report scheduling
follow-up meetings
with salespeople
90% marketers are
uncertain about
whether their key
content metrics
are effective in
measuring
business results
Did you know
that about
50% of sales
teams do not
own a
playbook

7. Why you need playbooks?
Companies with a
well-defined sales
process are 33%
more likely to
outperform the
competition
Did you know
that over 50% of
marketers reuse
content two to
five times?
Personalized
marketing and sales
assets can increase
sales opportunities
by 20%
Investment in tools
that provide
prospect insight
help businesses
enjoy more
accurate sales
forecasts, faster and
better closure rates

8. What if you could clone your proven sales
process?

9. Here’s taking a look at how you can set
up a guided, repeatable sales process

10. How playbook can help you design a guided
sales process?
Spells out every
precise detail/step in
the sales process
Contains all the assets
your channel partners
need for each step in
the sales process
Is scalable, repeatable
and dynamic

11. What kind of assets make it into the
playbook?
Emails
•Introductory emails
•Follow-up emails
•One-off emails
•Nurturing emails
•Post discovery
emails
•SQL emails
•Final follow-ups
Scripts
•Cold call scripts
•Warm call scripts
•Discovery call
questions
Presentations
•Pre-demo sales
presentation
•Demo presentation
•Post-demo
presentation
Other assets
•Whitepapers
•E-guides
•Case studies
•Testimonials
•Infographics
•Relevant articles
•Press mentions
•Press releases
•Videos
•Brochures
The last mile
• Pricing
sheets
• Proposals
• Client
agreements
/contracts

12. The five steps to an
effective sales
playbook
• Define your sales process
• Know your buyers and
tell your salespeople who
they are
• Prepare a content
inventory and plug the
gaps
• Connect your content to
the buying stages
• Monitor, measure, coach,
change

13. Define your sales process
Define your target
audience
Define your contact touch-
points
What buying stages does
your prospect pass through,
typically?
Define the triggers you use to
demarcate prospect journey
from one stage to another
Define the
timeframe of your
sales process
What happens after
the sale?
What is your overall
closure rate?
STEP ONE
Define your sales
process
How do you
keep
prospects
engaged at
each stage?
Define the sales
tools/best practices
currently being used
Identify the
linear and non-
linear sub-
processes

14. Know your buyers and educate your
salespeople about them
Who are your ideal
buyers?
What business vertical
do they belong to?
Study vertical
background in detail
What are your buyer's
core challenges or pain
points?
FAQs by
prospects/buyers
Perform a competitive
analysis
Who is your
Competition?
What are the Common
Objections of your
buyers?
STEP TWO
Persona Analysis
You need:
Tools that offer you a
360-degree prospect
view
What are they
buying?
How much and
when they are
buying

15. Prepare a content
inventory and plug
the gaps
Document all
the assets you
have
Decide what assets
you need
Put the marketing
team in-charge of
creating new assets
Consider content
restructuring and
re-use at this
stage
Consult with the
salespersons on
their asset
requirements
STEP THREE
Prepare Asset Inventory
You need:
An asset repository
where all your assets can
be stored and a
mechanism to track asset
effectiveness

16. Monitor, measure, coach, change
• Coach salespeople who
are not using the right
assets
• Train new salespeople to
use the right assets
• Gather feedback
from sales team
• Update playbook
dynamically
•What are the open,
download, click rates for
assets in the playbook
• Is everyone using the
playbook?
• Who is not using it?
• Reason behind not
using
Monitor Measure
CoachChange
STEP FIVE
You need:
Tools offer visibility
into playbook usage
and asset
performance
You need:
Tools that allow you
to update assets
consistently, across
the board

17. Connect your content
to the buying stages
You need:
Tools that allow your salespeople easy
access to all the assets in the system
• Map your sales
assets to the
relevant point in
the buyer’s journey
• Give sales easy
access to all the
assets in the
playbook

18. Be sure to personalize your playbook
assets!
Content personalized to suit
buyer persona
Offering
Text
Images You need:
Tools that allow you to
personalize your
communication to suit
buyer persona and reflect
salesperson’s and
company’s branding

19. Personalizing your playbook
PersonalizationAttributes
Interaction with
company
Past purchases Visual content
Textual
content
Sender’s
personal
branding
Title, location, gender,
decision making
authority, budget etc.
Email opens, link clicks,
website visits,
downloads, calls etc.
Past purchases /
interactions with the
company.
Customize the graphics
and layout of the content
presented to the prospect
Customize textual
content presented to
the prospect
Communication to reflect sender’s
contact information and branding
especially important for local
marketing initiatives

20. Remember…a sales playbook is not just
for salespeople • Independent
reps, dealers,
distributors,
franchisees or
other sales
channels can
benefit
immensely from
sales playbooks
• After all, the
sales process is
far more
challenging in the
case of indirect
sales channels
Dealers, distributors,
franchisees, VARs,
franchisees and other
channel partners
Brokers,
independent
sales reps and
advisors
Direct sales
agents and
account
managers
Playbooks
created at
corporate level

21. A sample sales process
Post
Demo
Presentation
Demo
Discovery call
Getting a Discovery Call
Getting Started
Do identify clearly,
the linear and non-
linear sub-processes
to your sales process

22. Getting started
Foundation
Common
objections
Vertical
background
Persona
analysis
Here’s what you need to
do at each step when
setting the foundation for
your sales playbook

23. Getting a discovery call
Send
intro
email
Cold call
script
Follow up
email
Call
Emails
Call
Email
Nurture
Email
linked
to
video
Cold call
script
LinkedIn
request
Follow-
up email
with e-
guide
Warm
call script
Follow-
up
emails
linked to
e-guide
Call
script for
follow-up
call
One-off
follow-up
email
Vertical
centric
MQL
email
drip
Here’s a list of assets you
need at each step when
trying to secure a
discovery call
When documenting
your sales process and
mapping assets to the
various stages,
remember that some
processes may be non-
linear

24. Discovery call
Here’s a list of assets you
need at each step during
and right after a
discovery call
Get to know the prospect
Discovery call
questions
Post
discovery
email
External
Playbook
with
Assets
Post-discovery
email

25. Presentation-demo
Presentation
/ Demo
Post-
demo
SQL
nurturing
Sales Deck /
Presentation(s)
Here’s a list of assets you
need at each step during
a presentation or demo
to the prospect
Post demo email
to deck &
Implementation
methodology
SQL nurturing
templates

26. Post presentation-demo
Proposal
Follow-
up
ContractProposal
Template
Here’s a list of assets you
need at each step after a
presentation or demo to
the prospect
Follow-up
email
Contract

27. It’s a sales
playbook…so where
does marketing fit
in?
• The playbook will be used by
sales, but created by
marketing, so marketing
plays a key role
• Marketing needs a solid
understanding of—
– The sales process and the
buyer’s journey
– The buyer’s position in the
sales cycle in real-time
– The recipient’s response to
content
– Which playbook assets really
work
– Whether the playbooks are
really being used

28. More Tips For A
Killer Playbook
• A playbook is more than just a collection of
sales assets
• Include any additional assets that may be
of use to the salespeople such as FAQs,
training materials, product updates and
more
• Playbook is not a high-level handbook
• Include every detail in your
playbooks...every minor situation or
milestone that's a part of your buyer's
journey should make it into the playbook
• Don't straitjacket your salespeople
• Encourage your salespeople to stick to the
playbook, but allow them some room to
experiment and create 'new' best
practices

29. Have the right
tools in place • Tools that help you monitor
prospect activity
• Tools to measure the
effectiveness of the sales
assets
• Tools to personalize the sales
assets
• Tools to monitor your
salespeople’s action and
interaction with the playbook
• Tools that make sales
playbooks accessible to your
salespeople, even when they
are not in the office

30. How Mindmatrix
helps?
• Our sales enablement platform aligns sales,
marketing and asset management to help you
design winning playbooks
• With Mindmatrix, you get
– Access to tools that let you document every
step of the sales process with visual workflows
so your sales process is well defined
– 360-degree prospect view to define your buyer
persona and behavior clearly
– Personalized sales collateral creation to design
impactful sales materials
– Template based approach to collateral creation,
so your playbook can be updated dynamically
across the board
– On-demand access to marketing and sales
collateral so your salespeople actually use the
materials you provide them
– Visual and easy-to-use playbook creator to map
the right assets to the right stages of the
buyer’s journey
– Detailed asset reports so you know whether
your playbooks are being used and if they are
working

31. Thank you
Mindmatrix
2403 Sidney Street, Suite 150, Pittsburgh, PA 15203
Phone: 412.381.0230, Fax: 412.774.1992