The sales playbook provides a comprehensive outline for your company's sales process, detailing ideal customer profiles, value propositions, customer journey mapping, and the buying/sales process. It includes customizable templates for various strategies and content types to engage and convert customers effectively. The document emphasizes the importance of adapting the materials to fit specific needs and contexts for maximum impact.

1. Sales
Playbook
Your Company Name

2. Sales Playbook Outline
www.company name 2
Key Insights
Our Customers
Our Sales Process
Content & Sales Tools
Deal Advancement Plays
Expected Metrics
Marketing Campaigns
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3. Our Customers
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Ideal Customer
Profile
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audience's attention.
Value Proposition
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audience's attention.
Customer Journey
Mapping
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audience's attention.
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4. Ideal Customer Profile
4
Demographics (Who they are)
Annual Revenue $50 MM - $ 150 MM
#Employee 100-500
Industry IT Industry
Psychographics (How they think)
Culture Open to new ideas & change, flexible & agile in their approach
Growth Orientation Focused on growth & testing new ideas that produce increased results
Technology Adoption Profile Early adopters of new technologies
Behavioral (How they act)
Engagement Conduct research & consume lots of content from various source before making decisions
Buying Process Starts with one team and then moved to another
Environment (Their situation)
Technology Landscape Have implemented Salesforce & a marketing automation platform ( Pardot, Oracle, Hubspot, etc)
Geographic Location USA, UK, Germany
Alignment with I/T I/T is supportive but allows for solution to be tested in departments with oversight
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5. Value Proposition
5
For Product is Ideal for Better than Because
Key Criteria Describe your ideal
customer profile
Provide concise description
Describe best use or
application for product
Identify primary competitor
or competing approach
Focus on your
differentiation & other
evidence to back up your
claim of superionty
Our Product Your Text Here Your Text Here Your Text Here Your Text Here Your Text Here
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6. Customer Journey Mapping (Template 1 of 2)
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Understand the need
› I don’t know what I don’t
know
› Draw me a scenario
› I have questions
› Ambivalent
› Curious
› Guarded
› Open
Provide solutions
› Deal with the immediate
need
› Be relevant
› Personalize
› Partnership
› Privacy/ trust
› Interested
› Frustrated
› Excited
› Feel good
Act
› Clarify
› Validate
› Satisfaction
› reality
› Resolved
› Loyal
› Confident
Trigger a need
› Remind or trigger a need
› Recognize I have a problem
› Address a pain point
› Anxious
› Defensive
› Distracted
› Hopeful
Objective
Needs
Feelings
Barriers
Relevance, trust, fear,
acknowledgement, time,
convenience, distraction
Style, approach, language,
expectations, time,
knowledge of client
Literacy, risk, tolerance,
convenience, time,
commitment
Attract Interact Engage Convert
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7. Customer Journey Mapping (template 2 of 2)
7
Discovery/
Research
Evaluation/
Comparison
Decision/
Purchase
Implementation Support/ Renew
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Recommendations
Buying
Process
Customer
Goals
Touch
Points &
Emotional
Response
Customer
Thoughts
Recommen
dations
Ideas to
Improve
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8. Buying/Sales Process
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Buyer Stage Need Discovery Consideration Decision Implement
Description Buyer aware they have
problem
Search for solutions Assessment of alternatives
Purchase product that fits
their needs & problems
Did the purchase
accomplish its objective?
Action Buyer becomes aware of a
problem or opportunity
Buyer finds our solution &
competitive
Buyer evaluates solutions &
enters into “trials”
Buyer must make decision
to purchase a solution
Buyer reviews product or
services & becomes a
product/ services
enthusiast
Duration 2 Days 1-3 month 1-2 month 20 Days On going
Influencers Thought Leaders, Blogs
Competitor Analysis,
Review Sites
Lower management Top/Middle management Top/Middle management
Seller Goal Provoke Educate Explain Reassure Maintain
Content Types Build need into key
messaging, blog posts
Info graphics, viral videos,
analyst reports
eBooks, white papers,
demo video, case studies
Pricing sheets, ROI
calculators, testimonials
Satisfaction survey, product
roadmap, new features
Core Messages Key benefits like save time
or money
Points of differentiation
Solution is easy to use &
implement
Solution has positive ROI,
& is self - funding
We are here to help 24/7
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9. Content & Sales Tools
www.company name 9
Prospecting/
Needs
Analysis
Qualification/
Discovery
Demo/
Consideration
Proposal/
Decision
Contract/
Implement
Customer –
facing
Content
Assets
› Buyer Guide
› Info graphic
› Whitepapers
› Overview Video
› Case Studies
› Datasheets
› Customer Reviews on
3rd party Websites
› ROI Calculator
› Customizable
Presentation Deck
› On Boarding Package
› Customer Community
Internal Sales
Tools
› Personalized Video
Introduction Script
› LinkedIn connection
Request Templates
› Lead Qualification
Checklist
› Feature, Advantage,
Benefit Tool
› Demo Script
› Objection Response
Tool
› Sales Presentation
› Sales Proposal
Template
› Contract Templates
› Pricing Guide
› CPQ System
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10. Sales Playbook Icon Slides
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11. Additional
Slides
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12. 12
www.company name This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.
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Product 01
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needs and capture your audience's attention.
Product 02

13. www.company name 13
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Product 01
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needs and capture your audience's attention.
Product 02
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

14. Pie Chart
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Product 01
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Product 02
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Product 04
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Product 03
This graph/chart is linked to excel, and changes automatically based on data. Just left click on it and select “Edit Data”.

15. Bulb Or Idea
15
www.company name
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16. Target
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Text Here
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Text Here
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Text Here
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Text Here
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17. Puzzle
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02
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Text Here
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Text Here
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Text Here
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18. Comparison
18
www.company name
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capture your audience's attention.
85%
Male
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75%
Female

19. www.company name 19
Address:
# Street number, city, state
Email Address:
emailaddress123@gmail.com
Contact Numbers:
0123456789
Thank
You