five keys to unlocking a successful playbook
DESCRIPTION
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. 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.TRANSCRIPT
![Page 1: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/1.jpg)
5Keys toUnlocking aSuccessfulPlaybook
![Page 2: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/2.jpg)
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.
![Page 3: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/3.jpg)
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.
![Page 4: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/4.jpg)
1 Target the Content
![Page 5: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/5.jpg)
Contentis 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.
![Page 6: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/6.jpg)
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.
![Page 7: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/7.jpg)
And then the playbook highlights just what applies to that opportunity at that stage of the process.
By prospectindustry
By prospectjob title or
function
By prospectbuying stage
By productinterest
![Page 8: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/8.jpg)
The playbook puts the content at your fingertips.
![Page 9: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/9.jpg)
2 Score the Content
![Page 10: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/10.jpg)
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.
![Page 11: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/11.jpg)
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
![Page 12: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/12.jpg)
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.
![Page 13: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/13.jpg)
3 Keep it Tight
![Page 14: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/14.jpg)
Many companies aredrowning in content. They havehundreds, thousands, or tens of thousands of documents stored all over the place. Much is out of date or flat-out wrong.
![Page 15: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/15.jpg)
Even if you includeonly 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.”
![Page 16: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/16.jpg)
A great playbook includes only the top
content that has proven to work.
![Page 17: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/17.jpg)
And the content has to stay fresh. New products or new
competitors means new content. Fast.
100%
FreshCERTIFIED
![Page 18: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/18.jpg)
4 Pair it with a Portal
![Page 19: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/19.jpg)
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.
![Page 20: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/20.jpg)
With the vast array of online information available, customers will
come up with all kinds oftough questions
that reps need to answer.
![Page 21: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/21.jpg)
So combine your playbook with a sales portal that aggregates the information your sellers need.
![Page 22: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/22.jpg)
The sales portal should offergreat search, powerful browsing tools,
and should adapt to the seller’s role.
![Page 23: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/23.jpg)
The sales portal is still filled with targeted content, but with a broader scope than your playbook.
![Page 24: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/24.jpg)
Put Content where the Reps Live5
![Page 25: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/25.jpg)
The content that your sellers need should be instantly available
when they are working on an opportunity.
![Page 26: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/26.jpg)
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.
![Page 27: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/27.jpg)
A great playbookputs the content right in front of them,
in the environment where they live,with a user interface that’s clear,
and search that works.
![Page 28: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/28.jpg)
Key Takeaways
![Page 29: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/29.jpg)
Effective playbookscan 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.
![Page 30: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/30.jpg)
Playbooks should be available where your sellers work: in a browser, on a mobile device, and in your CRM.
![Page 31: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/31.jpg)
Playbooks should include your best content,for each sales stage,
available where your sales team works.
![Page 32: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/32.jpg)
That’s a playbook that reps will use every day, not one they’ll use to prop up their monitors.
![Page 33: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/33.jpg)
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.
![Page 34: Five keys to unlocking a successful playbook](https://reader033.vdocuments.mx/reader033/viewer/2022052907/5592c42c1a28abd10f8b46c7/html5/thumbnails/34.jpg)
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