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