How do I find the best content to present to my customer? Check out these 5 Keys to Unlocking a Successful Playbook @highspot #Highspot #SalesPlaybook #SalesEngagement

1. 5
Keys to
Unlocking a
Successful
Playbook

2. A sales playbook contains the keys to unlock sales
and close deals by capturing the best practices and most
useful content for prescribed sales processes.
But too many playbooks rest comfortably on a shelf,
gathering dust, while reps use whatever content they’ve
managed to pull together.

3. What does it take to create a playbook that is a valuable tool
for closing deals? We’ve found that there are five keys
to making a playbook that works.

4. 1 Target the Content

5. Content
is at the heart of the sales process, and you need a
lot of it. But only a small set of content is used for any
given stage of any given deal.

6. A great playbook knows about the opportunity.
It knows which stage of the sales process you are in.
It knows what your role is. It knows the industry,
the company size – the important stuff about the
prospect and the sale.

7. And then the playbook highlights just what applies
to that opportunity at that stage of the process.
By prospect
industry
By prospect
job title or
function
By prospect
buying stage
By product
interest

8. The playbook puts the content at your fingertips.

9. 2 Score the Content

10. Some of your content is great and on target. Reps use
it to pitch effectively, and customers get their questions
answered. Some of it isn’t.
Do you know which content works?
Your playbook should.

11. By monitoring the way your content is used - by sales
and by prospects - and by measuring engagement,
a playbook is learning what happens in the real world.
1 2 3 4 5

12. With the data, it scores
the content to help reps
find what’s most effective.
Marketing and sales gets the
analysis they need to hone
and optimize the playbook.

13. 3 Keep it Tight

14. Many companies are
drowning in content. They have
hundreds, thousands, or tens of thousands of
documents stored all over the place. Much is out of
date or flat-out wrong.

15. Even if you include
only the good stuff,
there’s just too much of it.
And reps are still saying,
“I know it’s probably in
there somewhere, but I
don’t have time to find it.”

16. A great playbook
includes only the top
content that has proven
to work.

17. And the content has to stay
fresh. New products or new
competitors means new content.
Fast.
100%
Fresh
CERTIFIED

18. 4 Pair it with a Portal

19. If you’ve got a highly targeted and curated playbook,
you’ve honed it down to the essentials
But that’s not going to handle every situation during
the sales process.

20. With the vast array of online
information available, customers will
come up with all kinds of
tough questions
that reps need to answer.

21. So combine your playbook with a sales portal
that aggregates the information your sellers need.

22. The sales portal should offer
great search, powerful browsing tools,
and should adapt to the seller’s role.

23. The sales portal is still filled with targeted content,
but with a broader scope than your playbook.

24. Put Content where
the Reps Live5

25. The content that your sellers need
should be instantly available
when they are working on an
opportunity.

26. A great playbook won’t be some pdf file they got at a
training program. It also won’t be a content repository
on the web with a url they can’t remember.
Those are the playbooks that don’t get used.

27. A great playbook
puts the content right in front of them,
in the environment where they live,
with a user interface that’s clear,
and search that works.

28. Key Takeaways

29. Effective playbooks
can be a huge asset for your sales team.
They can make sure that everyone has the best content,
instantly available, at every stage of the sales cycle.

30. Playbooks should be available where your sellers work:
in a browser, on a mobile device, and in your CRM.

31. Playbooks should include your best content,
for each sales stage,
available where your sales team works.

32. That’s a playbook that reps will use every day,
not one they’ll use to prop up their monitors.

33. Playbooks are just one part of your total solution.
By combining playbooks with sales portals,
your sellers – from telemarketing to enterprise field
sales – can find the best content that helps drive
revenue in their deals.

34. Highspot provides sales engagement software
that improves the way companies engage with
customers. By surfacing the most relevant content,
providing flexible ways to present it to customers,
and understanding how it performs across the sales
cycle, Highspot uniquely delivers insights that drive
engagement, revenue, and customer satisfaction.
www.highspot.com