How to Create a Global Sales Playbook

I’ve helped dozens of companies build their outbound motion from scratch. And the one thing that still surprises me? No playbook. No onboarding. No process. Just tools + activity targets. SDRs get handed ZoomInfo, Outreach, Apollo, LinkedIn Navigator… Then told to: → Make X dials → Send Y emails → Connect with Z prospects But when I ask: “What’s your training plan? How often do you review calls or roleplay?” The answer is almost always: “We don’t.” Here’s the playbook I’ve implemented across every company I’ve worked with: 1. People - Daily, weekly and monthly expectations - What earns a promotion—or a PIP? - What behaviors do we actually reward? 2. Prospect - Who to go after and who to avoid (this saves so much time) - Persona cheat sheets, org charts, actual customer stories - Jill Konrath buyer matrix 3. Problem - What’s broken in your prospect’s world? - Why does it matter? - What’s the cost of doing nothing? 4. Process - Cadences, scripts, tonality - What to do if someone no-shows - How top reps handle the full funnel 5. Product - Not just what it does—but why it matters - Feature-by-feature talk tracks tied to pain - Proof that it works (if you can't show this to your team, it'll be hard to show a prospect) 6. Practice - Weekly roleplays, call reviews, speed training - Scorecards with tonality, confidence, and product knowledge Bonus tips: 1. SELL the Playbook (Yes—Sell it) - Reps don’t follow what they don’t believe in - “Top 3 reps use this” → builds trust - Show why each script, cadence, and objection response exists - Back it up with call recordings, success stories, and data 2.Build a "Record Wall". Sales people are competitive. Celebrate records: - Fastest ramp time - Most meetings booked in a day - Highest quota attainment - Fastest promotion to AE If you want repeatable pipeline, you need repeatable process. And that starts with a playbook your reps actually use. Want a copy? Just ping me or comment and I'll send it your way!

early in my career, I ran the classic 𝘉𝘪𝘨 𝘚𝘢𝘭𝘦𝘴 𝘛𝘳𝘢𝘪𝘯𝘪𝘯𝘨™. the reps were nodding, the energy was electric… and a week later? crickets. nothing had stuck🤦♂️ so, I decided to take a big swing. I scrapped the "BST" model and built a new 4‑step system I still use today: 𝟭. 𝗱𝗶𝘀𝗰𝗼𝘃𝗲𝗿𝘆 we started with the end in mind. I asked sales reps what would actually help them win. they wanted to know: - what top reps **actually** do (not what PMM says works) - the product details reps have to know - real buyer objections 𝟮. 𝗽𝗶𝗹𝗼𝘁 + 𝗽𝗹𝗮𝘆𝗯𝗼𝗼𝗸 I pulled in two influential sales reps (the ones everyone copies) for a pilot. for 3 months, they gave raw, weekly feedback and together we co‑built the no-fluff sales playbook in real time. it included: 👉 positioning & messaging distilled into 2-3 lines each 👉 30‑second pitch 👉 full pitch 👉 top 5 prospect objections 👉 recorded sample pitches (from reps in the pilot) zero 40‑page decks. 𝘰𝘯𝘭𝘺 what’s usable in the middle of a call. 𝟯. 𝗹𝗶𝘃𝗲 𝘁𝗿𝗮𝗶𝗻𝗶𝗻𝗴 we trained reps in three focused sessions: - product + market context - roleplaying - objection handling 𝟰. 𝗮𝘀𝘀𝗲𝘀𝘀𝗺𝗲𝗻𝘁 and lastly, every rep had to pitch their manager and score 80%+ on a simple rubric. this ensures we're baking coaching in from the get-go 𝘁𝗵𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀? ✅ reps actually used the playbook ✅ top reps + managers amplified it ✅ new hires ramped way faster p.s. what’s your go-to sales training process? p.p.s. of course we refined the playbook over the next few months as we got more feedback too! 𝘱𝘳𝘰 𝘵𝘪𝘱: record every training session & save them your LMS/Google Drive to make new sales rep onboarding much faster

Last year, I worked with a high growth company where their "sales knowledge" was scattered everywhere. This is what reps were using: - The founder's original pitch deck (3 years outdated) - 10+ different Google docs with conflicting messaging - A Slack channel called #salestips with 2,300+ messages - Various "cheat sheets" saved on individual reps' desktops The founder was doing a pretty good job closing deals, but nobody had documented what led to the success. When your sales knowledge lives in various docs, Slack threads, and sticky notes on monitors, you're not just disorganized, you're leaving money on the table. When I joined, we took a completely different approach to building their playbook: 1. We started by documenting what was already working, analyzing their last 10 wins and identifying patterns 2. We captured the exact qualification framework they used (not what they thought they used) 3. We built an objection handling matrix based on actual customer conversations, not theory 4. We created battle cards that acknowledged competitor strengths while highlighting their differentiators 5. We designed the format to be searchable, accessible, and actually useful in the moment This wasn't a one time project but a living system that became part of their daily workflow. The results? We were able to add three reps to the team and ramp time dropped from around 4 months to 6 weeks. The amount of meetings booked and close rates jumped significantly. Most importantly, for the first time ever, we were seeing predictable growth I've packaged this entire process into my step-by-step guide for building a playbook that people will actually use. Inside, you'll find: - The exact framework for extracting what's working in your sales process - Templates for the five essential playbook components (no more, no less) - A system for keeping your playbook updated as markets and products evolve - Methods to make it accessible at the exact moment your reps need it Check it out and let me know what you think!