how to create playbooks that really work
TRANSCRIPT
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HOW TO CREATE
PLAYBOOKS THAT REALLY
WORKE N A B L I N G Y O U R
C H A N N E L P A R T N E R S O N T H E R O A D T O R E V E N U E
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The sales playbook
A systematic organization of all
marketing and sales assets
Each asset is mapped to the buyer’s position
in the sales cycle
A GPS for your channel partners
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Spells out what to say, when to say it and how to say it
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Why you need playbooks?
25% of an employee’s workday is
consumed by information search
70% of customer-facing team members
report lacking the information they need to adequately perform
their jobs
Companies with mechanisms in place to share internal sales
knowledge have win rates that exceed
50%
Just 20% of the knowledge in an
average enterprise is explicitly recorded
and shared
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Why you need playbooks?
Mechanisms like the sales playbook can help companies enjoy closure rates over 50%
33% of lost deals could have been won if the seller had been better informed and more client-oriented
50-90% of collateral created for salespeople is never used
Over 50% of sales managers are too busy to train and develop their sales teams
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Why you need playbooks?
Only 15% of executives say that their meetings with salespeople meet expectations
Only 7% of executives report scheduling follow-up meetings with salespeople
90% marketers are uncertain about whether their key content metrics are effective in measuring business results
Did you know that about 50% of sales teams do not own a playbook
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Why you need playbooks?
Companies with a well-defined sales process are 33% more likely to outperform the competition
Did you know that over 50% of marketers reuse content two to five times?
Personalized marketing and sales assets can increase sales opportunities by 20%
Investment in tools that provide prospect insight help businesses enjoy more accurate sales forecasts, faster and better closure rates
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What if you could clone your proven sales process?
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Here’s taking a look at how you can set up a guided, repeatable sales process
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How playbook can help you design a guided sales process?
Spells out every precise detail/step in
the sales process
Contains all the assets your channel partners need for each step in
the sales process
Is scalable, repeatable and dynamic
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What kind of assets make it into the playbook?
Emails• Introductory emails• Follow-up emails• One-off emails• Nurturing emails• Post discovery emails• SQL emails• Final follow-ups
Scripts• Cold call scripts• Warm call scripts• Discovery call
questions
Presentations• Pre-demo sales
presentation• Demo presentation• Post-demo
presentation
Other assets• Whitepapers• E-guides• Case studies• Testimonials• Infographics• Relevant articles• Press mentions• Press releases• Videos• Brochures
The last mile• Pricing
sheets• Proposals• Client
agreements/contracts
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The five steps to an effective sales playbook
• Define your sales process• Know your buyers and
tell your salespeople who they are
• Prepare a content inventory and plug the gaps
• Connect your content to the buying stages
• Monitor, measure, coach, change
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Define your sales processDefine your target
audience
Define your contact touch-points
What buying stages does your prospect pass through,
typically?
Define the triggers you use to demarcate prospect journey from one stage to another
Define the timeframe of your
sales process
What happens after the sale?
What is your overall closure rate?
STEP ONEDefine your sales
process
How do you keep
prospects engaged at each stage?
Define the sales tools/best practices currently being used
Identify the linear and non-
linear sub-processes
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Know your buyers and educate your salespeople about them
Who are your ideal buyers?
What business vertical do they belong to?
Study vertical background in detail
What are your buyer's core challenges or
pain points?
FAQs by prospects/buyers
Perform a competitive analysis
Who is your Competition?
What are the Common Objections
of your buyers?STEP TWO
Persona Analysis
You need:Tools that offer you a 360-degree prospect
view
What are they buying?
How much and when they are
buying
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Prepare a content inventory and plug the gaps
Document all the assets you have
Decide what assets you need
Put the marketing team in-charge of
creating new assets
Consider content restructuring and
re-use at this stage
Consult with the salespersons on
their asset requirements
STEP THREEPrepare Asset Inventory
You need:An asset repository
where all your assets can be stored and a
mechanism to track asset effectiveness
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Monitor, measure, coach, change
• Coach salespeople who are not using the right
assets• Train new salespeople to
use the right assets
• Gather feedback from sales team
• Update playbook dynamically
•What are the open, download, click rates for
assets in the playbook
• Is everyone using the playbook?• Who is not using it?• Reason behind not using
Monitor Measure
CoachChangeSTEP FIVE
You need:Tools offer visibility into playbook usage
and asset performance
You need:Tools that allow you
to update assets consistently, across
the board
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Connect your content to the buying stages
You need:Tools that allow your salespeople easy access to all the assets in the system
• Map your sales assets to the relevant point in the buyer’s journey• Give sales easy
access to all the assets in the playbook
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Be sure to personalize your playbook assets!
Content personalized to suit buyer persona
Offering
TextImages You need:
Tools that allow you to personalize your
communication to suit buyer persona and reflect
salesperson’s and company’s branding
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Personalizing your playbook
PersonalizationAttributes
Interaction with company
Past purchases Visual content
Textual content
Sender’s personal branding
Title, location, gender, decision making
authority, budget etc.
Email opens, link clicks, website visits,
downloads, calls etc.
Past purchases / interactions with the
company.
Customize the graphics and layout of the content presented to the prospect
Customize textual content presented to
the prospect
Communication to reflect sender’s contact information and branding
especially important for local marketing initiatives
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Remember…a sales playbook is not just for salespeople • Independent
reps, dealers, distributors, franchisees or other sales channels can benefit immensely from sales playbooks
• After all, the sales process is far more challenging in the case of indirect sales channels
Dealers, distributors, franchisees, VARs, franchisees and other channel partners
Brokers, independent sales reps and advisors
Direct sales agents and account managers
Playbooks created at
corporate level
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A sample sales process
PostDemo
Presentation Demo
Discovery call
Getting a Discovery Call
Getting Started
Do identify clearly, the linear and non-linear sub-processes to your sales process
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Getting started
Foundation
Common objections
Vertical background
Persona analysis
Here’s what you need to do at each step when
setting the foundation for your sales playbook
SAMPLE SALES
PROCESS
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Getting a discovery call
Send intro email
Cold call script
Follow up email
Call Emails
CallEmail
Nurture
Email linked
to video
Cold call script
LinkedIn request
Follow-up email with e-guide
Warm call script
Follow-up emails linked to e-guide
Call script for follow-up
call
One-off follow-up
Vertical centric MQL email drip
Here’s a list of assets you need at each step when
trying to secure a discovery call
SAMPLE SALES
PROCESS
When documenting your sales process and mapping assets to the
various stages, remember that some
processes may be non-linear
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Discovery call
Here’s a list of assets you need at each step during
and right after a discovery call
Get to know the prospect
Discovery call questions
Post discovery email
External Playbook
with Assets
Post-discovery
emailSAMPLE SALES
PROCESS
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Presentation-demo
Presentation/ Demo
Post-demo
SQL nurturing
Sales Deck / Presentation(s)
Here’s a list of assets you need at each step during a presentation or demo
to the prospect
Post demo email to deck &
Implementation methodology
SQL nurturing templatesSAMPLE SALES
PROCESS
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Post presentation-demo
ProposalFollow-
up
ContractProposal Template
Here’s a list of assets you need at each step after a presentation or demo to
the prospect
Follow-up email
ContractSAMPLE SALES
PROCESS
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It’s a sales playbook…so where does marketing fit
in?• The playbook will be used by
sales, but created by marketing, so marketing plays a key role
• Marketing needs a solid understanding of—– The sales process and the buyer’s
journey– The buyer’s position in the sales
cycle in real-time– The recipient’s response to
content– Which playbook assets really work– Whether the playbooks are really
being used
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More Tips For A Killer Playbook
• A playbook is more than just a collection of sales assets
• Include any additional assets that may be of use to the salespeople such as FAQs, training materials, product updates and more
• Playbook is not a high-level handbook
• Include every detail in your playbooks...every minor situation or milestone that's a part of your buyer's journey should make it into the playbook
• Don't straitjacket your salespeople
• Encourage your salespeople to stick to the playbook, but allow them some room to experiment and create 'new' best practices
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Have the right tools in place • Tools that help you monitor
prospect activity • Tools to measure the
effectiveness of the sales assets
• Tools to personalize the sales assets
• Tools to monitor your salespeople’s action and interaction with the playbook
• Tools that make sales playbooks accessible to your salespeople, even when they are not in the office
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How Mindmatrix helps?
• Our sales enablement platform aligns sales, marketing and asset management to help you design winning playbooks
• With Mindmatrix, you get– Access to tools that let you document every
step of the sales process with visual workflows so your sales process is well defined
– 360-degree prospect view to define your buyer persona and behavior clearly
– Personalized sales collateral creation to design impactful sales materials
– Template based approach to collateral creation, so your playbook can be updated dynamically across the board
– On-demand access to marketing and sales collateral so your salespeople actually use the materials you provide them
– Visual and easy-to-use playbook creator to map the right assets to the right stages of the buyer’s journey
– Detailed asset reports so you know whether your playbooks are being used and if they are working
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Thank you
Mindmatrix2403 Sidney Street, Suite 150, Pittsburgh, PA 15203
Phone: 412.381.0230, Fax: 412.774.1992