What is a sales playbook? 10 steps to create one from scratch!
Posted: Sat Feb 22, 2025 6:10 am
In a sales team, there are methods to make the salesperson's learning and performance faster and more efficient, such as, for example, producing a playbook.
When a company has a well-defined sales playbook with good guidelines, salespeople have a process to follow, which directly impacts the sales results of their business.
We, at Hackeando Processos , believe that whoever controls their sales process, controls their growth and the playbook comes in exactly to give you this control.
Therefore, when we implement a commercial playbook within our clients ' operations , the difference it makes at the end of the month is remarkable!
This document could be the secret to success for your business!
And today, we’re going to teach you in 10 steps how to not only create a playbook from scratch, but how to develop the document that has tripled our clients’ revenue!
So, come with us and keep reading!
The playbook is a document that contains the step-by-step process of your company's sales process , that is, it is a guide to the actions of salespeople at each stage of the funnel.
So, his main objective is to standardize the business process among the team!
Through it, salespeople and other employees will be able to read in detail what they must do in their roles.
Furthermore, the sales playbook also facilitates Spain telegram data the transfer of knowledge to new employees.
This is because, in this type of guide, the seller finds data about the company and the action plan to achieve good results.
This practice optimizes your time and the salesperson's ramp-up period , which directly impacts the capture of qualified leads!
A Playbook should contain:
– Company mission, vision and values;
– Detailed description of the processes carried out;
– Relationship between teams from different areas, such as marketing and sales;
– Techniques and standards for approaching customers;
– Metrics and KPIs.
What should a commercial playbook contain?
In general terms, a commercial playbook should contain:
. The Unique Value Proposition and the description of what your company does;
. The company’s ideal customer profiles (ICP) ;
. Explanation of the purchasing journey for each of them;
. Information about the products and services that the company offers;
. Details of the sales process and routine ;
. Relationship between teams from different areas, such as marketing and sales;
. Techniques, discourse and customer approach pattern;
. Tools used in the area.
Now, scroll down and learn how to define each of these points to create your commercial playbook!
The complete solution to structure your playbook from scratch
10 steps to build a complete sales playbook from scratch!
1- Define the playbook format and present your company
First of all, choose a format that is attractive and at the same time easy and quick to read , after all, the salesperson needs to save time on a daily basis.
To do this, include images, graphics and short texts.
So, a good way to put together your playbook is in a PowerPoint presentation or Word document and then convert it to PDF .
Now, to start this document, which will probably be between 80 and 100 pages , introduce your company.
Include some basic concepts such as mission, vision and values, in addition to your unique value proposition, slogan, objectives and goals, to align the employee's thinking with that of the company.
Finally, also present the areas and main processes of each sector and create a summary to make it easier to find each point in the playbook!
This way, all this information will bring the seller closer to your business!
See how important and essential this relationship between culture and sales is to improve your team's performance and productivity! Read more about:
Understand how to start a good culture in your company to include in your commercial playbook!
2- Map all acquisition strategies
Firstly, it is essential that each demand generation strategy has a well-structured process and that the roles of each employee are well established.
Therefore, map the processes currently used in your company and break them down based on this information:
. Ideal Customer Profile;
. Tools used;
. Follow Up Cadences;
. Qualification criteria;
. Flowcharts of each process.
Also, make sure you have a clear sales funnel and strategies for the proposal and closing stages!
All of this needs to be captured, as they will be in separate topics, in order to make it easier for your salespeople to locate specific points of the process on a daily basis.
3- Make the baton handovers clear
The commercial, marketing and product areas have a relationship where one needs the other, therefore, detail their responsibilities at different times within the commercial process.
Therefore, make clear the alignment routine that the sales team needs to have with each of the teams in your company.
So, the transfer of leads from Marketing to SDR, from SDR to Salesperson, and from Salesperson to CS or Consultant needs to be documented!
This is because if any problem or bottleneck occurs at any point during the lead's journey through your funnel, you can follow up and check what was missing.
Look Inspect GIF by IFHT Films
4- Define the sales tools that will be used
Then, analyze your process and identify which steps can be automated to optimize your salespeople's productivity and include them in the playbook when to use them.
When a company has a well-defined sales playbook with good guidelines, salespeople have a process to follow, which directly impacts the sales results of their business.
We, at Hackeando Processos , believe that whoever controls their sales process, controls their growth and the playbook comes in exactly to give you this control.
Therefore, when we implement a commercial playbook within our clients ' operations , the difference it makes at the end of the month is remarkable!
This document could be the secret to success for your business!
And today, we’re going to teach you in 10 steps how to not only create a playbook from scratch, but how to develop the document that has tripled our clients’ revenue!
So, come with us and keep reading!
The playbook is a document that contains the step-by-step process of your company's sales process , that is, it is a guide to the actions of salespeople at each stage of the funnel.
So, his main objective is to standardize the business process among the team!
Through it, salespeople and other employees will be able to read in detail what they must do in their roles.
Furthermore, the sales playbook also facilitates Spain telegram data the transfer of knowledge to new employees.
This is because, in this type of guide, the seller finds data about the company and the action plan to achieve good results.
This practice optimizes your time and the salesperson's ramp-up period , which directly impacts the capture of qualified leads!
A Playbook should contain:
– Company mission, vision and values;
– Detailed description of the processes carried out;
– Relationship between teams from different areas, such as marketing and sales;
– Techniques and standards for approaching customers;
– Metrics and KPIs.
What should a commercial playbook contain?
In general terms, a commercial playbook should contain:
. The Unique Value Proposition and the description of what your company does;
. The company’s ideal customer profiles (ICP) ;
. Explanation of the purchasing journey for each of them;
. Information about the products and services that the company offers;
. Details of the sales process and routine ;
. Relationship between teams from different areas, such as marketing and sales;
. Techniques, discourse and customer approach pattern;
. Tools used in the area.
Now, scroll down and learn how to define each of these points to create your commercial playbook!
The complete solution to structure your playbook from scratch
10 steps to build a complete sales playbook from scratch!
1- Define the playbook format and present your company
First of all, choose a format that is attractive and at the same time easy and quick to read , after all, the salesperson needs to save time on a daily basis.
To do this, include images, graphics and short texts.
So, a good way to put together your playbook is in a PowerPoint presentation or Word document and then convert it to PDF .
Now, to start this document, which will probably be between 80 and 100 pages , introduce your company.
Include some basic concepts such as mission, vision and values, in addition to your unique value proposition, slogan, objectives and goals, to align the employee's thinking with that of the company.
Finally, also present the areas and main processes of each sector and create a summary to make it easier to find each point in the playbook!
This way, all this information will bring the seller closer to your business!
See how important and essential this relationship between culture and sales is to improve your team's performance and productivity! Read more about:
Understand how to start a good culture in your company to include in your commercial playbook!
2- Map all acquisition strategies
Firstly, it is essential that each demand generation strategy has a well-structured process and that the roles of each employee are well established.
Therefore, map the processes currently used in your company and break them down based on this information:
. Ideal Customer Profile;
. Tools used;
. Follow Up Cadences;
. Qualification criteria;
. Flowcharts of each process.
Also, make sure you have a clear sales funnel and strategies for the proposal and closing stages!
All of this needs to be captured, as they will be in separate topics, in order to make it easier for your salespeople to locate specific points of the process on a daily basis.
3- Make the baton handovers clear
The commercial, marketing and product areas have a relationship where one needs the other, therefore, detail their responsibilities at different times within the commercial process.
Therefore, make clear the alignment routine that the sales team needs to have with each of the teams in your company.
So, the transfer of leads from Marketing to SDR, from SDR to Salesperson, and from Salesperson to CS or Consultant needs to be documented!
This is because if any problem or bottleneck occurs at any point during the lead's journey through your funnel, you can follow up and check what was missing.
Look Inspect GIF by IFHT Films
4- Define the sales tools that will be used
Then, analyze your process and identify which steps can be automated to optimize your salespeople's productivity and include them in the playbook when to use them.