The Art (and Science) of Sales Playbooks

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This presentation unveils the growing popularity of Sales Playbooks in today's B2B organizations. Where Sales Playbooks are not yet in place, the presentation provides a helpful guide to get you started.

Prepared for the AA-ISP Inside Sales Conference, November 12, 2013, Dallas TX.

Presenters: Dionne Mischler & Ralph Barsi

The Art (and Science) of Sales Playbooks

  1. 1. “THE ART (and SCIENCE) OF THE SALES PLAYBOOK” DIONNE MISCHLER Director of Sales Sage @dionnemischler RALPH BARSI Sr Dir, Sales Development Achievers @rbarsi
  2. 2. BIRDS OF A FEATHER If we build it, they will sell! Hey, WE built one… Yeah, but HOW do we build it? Let’s see what OTHERS are doing!
  3. 3. WE ASKED THE PEOPLE
  4. 4. WE RESEARCHED THE MARKETPLACE • Created research study with Instant.ly • Promoted the study via AA-ISP, LinkedIn, Twitter, Email • Reached ~1K professionals & ~100 responded • 100% B2B, mix of tech (hardware & software) and services • STEPS & 70% currently use a playbook 30% don’t use a playbook 100% want to use a playbook RESULT S
  5. 5. LENGTH OF SALES CYCLE ~80% less than 6 months (Transactional)
  6. 6. TITLE / ROLE 60% represented Sales
  7. 7. PLAYBOOK OWNERS Sales / Inside Sales / Sales Ops, and Marketing
  8. 8. METHODOLOGIES USED Others include consultative, social selling, etc.
  9. 9. KNOW WHERE TO FIND HELP? Half DID / Half DIDN’T
  10. 10. “Things to think about as you build YOUR Sales Playbook”
  11. 11. 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 6. To increase productivity of reps 7. To drive a corporate initiative 8. To prevent things from falling through the cracks 9. To influence behavior
  12. 12. IDENTIFY WHAT YOU NEED IN A PLAYBOOK
  13. 13. 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)
  14. 14. MAP THE PLAYBOOK TO YOUR CRM
  15. 15. WHO CAN HELP YOU BUILD A PLAYBOOK Sales Playbooks for your Company http://bit.ly/1faNPal Building your Sales Playbook http://bit.ly/19nNaRw The What & Why of Sales Playbooks http://bit.ly/1faNPal 12 Elements of a Great Sales Playbook http://bit.ly/17EkAuW How to Create a Killer Sales Playbook http://slidesha.re/16vOkcC Creating Pipeline through Use of a Sales Playbook http://slidesha.re/UinJuP
  16. 16. TIME TO CELEBRATE When a SALES PLAYBOOK is in use, EVERYONE WINS!
  17. 17. “THANK YOU” Dionne Mischler dionne.mischler@sage.com @dionnemischler in/dionnemischler Ralph Barsi ralph@achievers.com @rbarsi in/ralphbarsi

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