Sales Playbooks

The sales playbook is a core document for guiding sales teams. A sales playbook typically includes all the information a sales rep will require to do their job effectively. As well, sales playbooks ensure that the entire sales team is following the same process. In this way, when management reviews current process and wishes to effect change, it is relatively straightforward to see what is currently being followed and how to adjust it. As well, the playbook enables teams to onboard reps quicker.
Typically a playbook includes sections such as;
  • Company overview
  • Product overviews
  • Sales processes
  • Technology best practices
  • Persona breakdowns
  • Messaging vignettes
  • Battle cards
  • Preferred cadences

The company overview is the section that describes everything a sales rep needs to know about the current company. 

This would include:

  • Organizational charts

  • Information on requesting support

  • Company history

  • Growth

  • Vision

  • Mission statements.

The product overview section would include everything a sales rep would be required to know about the product(s) they are responsible for selling. 

This would include:

  • Pricing information

  • Walkthroughs

  • Feature benefits

  • Areas of strength and weakness of the products.

The processes section would include all the processes of the organization. 


  • Personas

  • Messaging

  • Cadence