[Company name]

Sales Playbook
Contents
1. Company Overview
2. Sales Team Structure
3. Messaging and Positioning
4. Product Overview
5. Differentiators
6. Buyer Personas
7. Use Cases
8. Sales Methodology
9. Sales Plays
10. Lead Sources
11. Sales Process and Definitions
12. Sales Collateral
13. Case Studies
14. Competitor Battlecards
15. Pitch Deck
16. Objection Handling
17. Tools and Software
18. Dashboard and Metrics
Company Overview
CEO

Business Unit A Business Unit B

Management Management

Marketing Sales Product Marketing Sales Product

Branding, Outbound Branding, Outbound

New features, New features,
sales lead gen for sales lead gen for
maintenance, maintenance,
enablement, Product A, enablement, Product B,
& bug fixes for & bug fixes for
& content for cross-sell to & content for cross-sell for
Product B Product B
Product A Product B Product B Product A
Points of Contact - Product A
Questions on billing Product suggestions
Primary contact: Primary contact:
[Name] [Name]
[Job title] [Job title]
[Email address] [Email address]

If unavailable, contact: If unavailable, contact:

[Name] [Name]
[Job title] [Job title]
[Email address] [Email address]
Points of Contact - Product B
Questions on billing Product suggestions
Primary contact: Primary contact:
[Name] [Name]
[Job title] [Job title]
[Email address] [Email address]

If unavailable, contact: If unavailable, contact:

[Name] [Name]
[Job title] [Job title]
[Email address] [Email address]
Sales Team Structure
VP of Sales
[Name]
Main duty 1
Main duty 2

Head of Sales Region A Head of Sales Region B

[Name] [Name]
Main duty 1 Main duty 1
Main duty 2 Main duty 2

BDRs AEs
BDRs AEs
[Names] [Names]
[Names] [Names]
Main duty 1 Main duty 1
Main duty 1 Main duty 1
Main duty 2 Main duty 2
Main duty 2 Main duty 2
Messaging & Positioning - Product A
Value Proposition
[What are the tangible benefits of using your product? What does your product provide that sets it apart from similar
products?]

Positioning
[Where does your product sit within the competitive landscape?]

Elevator Pitch
[What problem does your product target? How does the product provides a solution? USP or main differentiator against
competitors]
Messaging & Positioning - Product B
Value Proposition
[What are the tangible benefits of using your product? What does your product provide that sets it apart from similar
products?]

Positioning
[Where does your product sit within the competitive landscape?]

Elevator Pitch
[What problem does your product target? How does the product provides a solution? USP or main differentiator against
competitors]
Product A Overview
Key Features and Functionality
Product A Overview
Integrations and Plugins
Product A Overview
Services
○ Onboarding
○ Support
○ Training and education
Product B Overview
Key Features and Functionality
Product B Overview
Integrations and Plugins
Product B Overview
Services
○ Onboarding
○ Support
○ Training and education
Differentiators - Product A
Differentiator 1: Price

● Link to case study

● Link to pricing page
● Suggested talking points:
○ XXX
○ XXX

Differentiator 2: Specialism

● Link to case study

● Link to pricing page
● Suggested talking points:
○ XXX
○ XXX
Differentiators - Product B
Differentiator 1: Price

● Link to case study

● Link to pricing page
● Suggested talking points:
○ XXX
○ XXX

Differentiator 2: Specialism

● Link to case study

● Link to pricing page
● Suggested talking points:
○ XXX
○ XXX
Buyer Personas
Adam Admin
Title: Office Administrator

Decision-maker:

Age:

Salary:

Goals:

Challenges:

Key messaging:
Buyer Personas
Becky Buyer
Title: Buying Manger

Decision-maker:

Age:

Salary:

Goals:

Challenges:

Key messaging:
Use Cases
Building Monthly Reports
Companies spend time and effort manually entering data and formatting reports each month. With our
drag-and-drop report builder, they can have professional-looking reports in minutes.

Examples:

Major hotel saved 8 hours each month building reports.

Private clinic used new reports as basis for OKRs.

Sales Methodology
We follow the Challenger methodology.
Basic principles:

● [Eg. How to approach sales within this methodology, why this is effective for your target audience.]
Sales Methodology
How to apply it:

● [E.g. Best practices, types of conversations to have, examples of the methodology being used successfully.]
Sales Methodology
Key assets:

● XXX
Sales Plays
● [Play 1]
● [Play 2]
[Play 1]
Situation
● XXXX

Description
● [Main pain points of the buyer persona, insights to share with the customer, value propositions to highlight, key
messaging]

Objections and competitors

● [Common objections, most common competitors]

Tools
● [Talk tracks, scripts, email templates, recommended cadence]
[Play 2]
Situation
● XXXX

Description
● [Main pain points of the buyer persona, insights to share with the customer, value propositions to highlight, key
messaging]

Objections and competitors

● [Common objections, most common competitors]

Tools
● [Talk tracks, scripts, email templates, recommended cadence]
Lead Sources

Lead Source % of Sales Ready? Implied Details Landing Page

Funnel

Capterra listing - nonprofit 13% Intent to buy Nonprofit Top 10 Nonprofit

reporting software organization Reporting
Restricted budget Software

Blog post - tips for better 4% Awareness stage Finance persona 17 Tips for Better
reporting Likely to be junior Reporting
Sales Processes

Closed-Won
Inquiries/ Leads MQLs SALs SQLs
Deals

Marketing begins Marketing hands SDRs contact AEs build Pass customer
nurturing inbound leads over to Sales arrange a meeting relationships with details to Account
leads. Identifies for initial contact. with prospects. key decision Manager to ensure
leads that engage SDRs research During meeting makers and customer gets
and show intent. prospect to see if gauge prospect demonstrates maximum value.
they’re a viable interest and fit. product value. AE
prospect. guides prospect
through signing
process.
Sales Collateral - Discovery Stage

Asset type Title Audience Link

One-pager Quick Guide to Our Admin professionals XXX

Tool

Slide deck Introduction to Our Finance team to XXX

Services present internally
Sales Collateral - Evaluation Stage

Asset type Title Audience Link

Battle card Our Tool v. Admin professionals XXX

Competitor

Script Objection Handling Executive level XXX

decision maker
Case Studies - Vertical 1
Role Case study highlights

CMO ● City Gym grows revenue by 30% since using Product A

● Selected us as the most established product
● Find the product simple to use
● Link to full case study

CFO ● Private Clinic saves $100K in tech stack costs

● Chose Product A due to integration with existing CRM
● Gave feedback that setup was very quick
● Link to full case study
Case Studies - Vertical 2
Role Case study highlights

CMO ●

CFO ●
Battlecards - Competitor 1
Company overview:

Products:
● Product 1 - Description
● Product 2 - Description

Pricing:

Competitor’s key strengths:

● Strength 1
● Strength 2

Competitor’s key weaknesses:

● Weakness 1
● Weakness 2

How we win:
Battlecards - Competitor 2
Company overview:

Products:
● Product 1 - Description
● Product 2 - Description

Pricing:

Competitor’s key strengths:

● Strength 1
● Strength 2

Competitor’s key weaknesses:

● Weakness 1
● Weakness 2

How we win:
Pitch Decks - Full Sales Deck
Link to deck

Link to talk track

Link to video of presentation

Best-fit audience:

Presentation style:
Objection Handling
[Common objection 1]
Talking points:

● XXX
● XXX

Tips:

● XXX
● XXX

Assets:
Objection Handling
[Common objection 2]
Talking points:

● XXX
● XXX

Tips:

● XXX
● XXX

Assets:
Tools & Software

Tool name Used for Access Training/guides Point of contact

SalesWhale Tracking contact Team login listed SalesWhale [Name, link to

with prospects in 1password basics email]
Dashboard & Metrics
2022 KPIs

● XXX
● XXX
● XXX

Sales dashboard

● Link
● Updated weekly
Any questions?
Contact [Name]
[Email address]
[Phone number]

We aim to keep this playbook up to date. If you notice any errors or have
suggestions for improvements, please contact [Name].