Daniel Zamudio, Founder and CEO of Playboox, and former VP of Sales and General Manager at Symantec, Onlive, and ZDNet shares his best practices on what modern playbooks do to help codify best practices and speed the rate of learning within sales. He discusses: 1) why you may need a playbook even if you're a team of 1 2) what makes a great playbook -- types and components 3) how -- development process, deployment, enforcement

1. HOW TO BUILD PLAYBOOKS
SALESPEOPLE LOVE
SALES EXCELLENCE ENABLEMENT. ON-DEMAND.

2. HAVE A PROCESS IN PLACE & FUN IN THE PROCESS
Daniel Zamudio
• Founder & CEO, Playboox
• Thought leader on the
convergence of process and
technology to drive sales
productivity and effectiveness
• Sales leadership background:
Symantec, Gartner, Xerox
• UC Berkeley Haas School of
Business MBA

3. EVERYONE ON SAME PAGE
The key to scalable, sustainable & repeatable sales success

4. WHAT WE’LL COVER
Why What How

5. 5
Why

6. SALES EXCELLENCE ENABLEMENT. ON-DEMAND.
To drive sales process execution excellence
that leads to scalable, sustainable & predictable sales success
you need to equip reps & managers with the ability to apply
deal, call, and forecast management best practices & tools
at each stage of the sales process
to assess and advance specific leads & deals
within Salesforce.com

7. BUSINESS CASE FOR PLAYBOOKS
TOP PERFORMING TEAMS USE
PLAYBOOKS
• 3X more likely to adopt
playbooks than Laggards
SOURCE: ABERDEEN RESEARCH

8. BUSINESS CASE FOR PLAYBOOKS
12%
More Reps
At Plan
10%
Sales Cycle
Duration
7%
Revenue
Growth
Deal
Slippage
Forecast
Accuracy
SOURCE: ABERDEEN RESEARCH

9. 9
What

10. THE FOUR TYPES OF SALES PLAYBOOKS
REFERENCE MESSAGING
COACHING PROCESS

11. REFERENCE MESSAGING COACHING PROCESS
1. Roles &
responsibilities
2. Product & pricing
3. How to use CRM
4. Commission plan
5. Sales process
overview
6. Metrics & targets
7. Buyer personas
8. Solution overviews
9. Competition
10. Scripts
11. Objection responses
1. Ideal prospect
profile
2. Target audience
3. Buyer profiles
4. Discovery guide
5. Positioning guide
6. Success stories
7. Battlecards
8. Objection responses
9. Executive
conversation
framework /
whiteboard
10. Templates
1. Territory
management
2. Pipeline
management
3. Account
management
4. Lead management
5. Opportunity
management
6. Forecast
management
7. Talent management
1. Buyer journey
2. Sales process
overview
3. Stage-specific
• Best practices
• Exit criteria
• Sales tools
• Skills training
4. Forecast category
definitions & criteria
FOUR TYPES OF PLAYBOOKS

12. WHY A SALES PROCESS PLAYBOOK
49%
36%
51%
43%
35%
56%
56%
44%
65%
67%
58%
63%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Forecast: Close
Proposal: Sale
Presentation: Sale
Initial Meeting: Presentation
Lead: Initial Meeting
Quota Attainment
Level 4
All
Level 4 companies excel at sales process execution
A formalized sales process leads to a 65% increase in individual reps hitting their targets
and an 88% increase in companies hitting their goals
Source: CSO Insights
Companies that excel at sales process execution
outperform their peers across key performance metrics

13. DESIGN GOAL: SALES EXECUTION EXCELLENCE
Deal Management Excellence
• Participation Rate
• Win Rate
• Average Deal Size
• New-Hire Ramp
Sales
Conversation
Excellence

14. DESIGN GOAL: CRITICAL CONVERSATION ENABLEMENT
Sales
CONVERSATION
Forecast
CONVERSATION
Coaching
CONVERSATION
Rep & Prospect
SALES PROCESS
Manager & Reps
DEAL REVIEW
Manager & VP
FORECAST CALL

15. DESIGN GOAL: PROCESS & METHODOLOGY ENABLEMENT

16. ANATOMY OF A GREAT PLAYBOOK

17. 17
How

18. PLAYBOOK DEVELOPMENT PROJECT MANAGEMENT
Define
Capture
Codify
Enable
Evolve

19. DEFINE CAPTURE CODIFY ENABLE EVOLVE
1. Team
2. Target metrics
3. Target
competencies
4. Templates
• Process
• Stages
• Messaging
• Tools
5. Project plan &
timeline
1. Content
collection,
assessment &
categorization
2. Top performer &
SME interviews
• Say?
• Ask?
• Do?
• Use?
3. Customers or
proxies
• Why us?
• Process?
1. Define/refine
sales process
2. Buyer profiles
3. Discovery Guide
• Use case
• Persona
4. Buyer journey
stories
5. Why Change/
Now / Us
messaging
6. Objections & FAQ
Guide
7. Conversation
framework /
pitch deck
1. Confirm process
& playbook
2. Edit then publish
3. Develop and
deliver process
and playbook
training
4. Develop &
schedule
reinforcement
plan & process
5. Technology
enable
1. Develop an
iteration cadence
& process
2. Iterate process
and tools
3. Specialize
playbook by sales
roles or market
segments
4. Measure & test
adoption
5. Leverage content
for Sales
University
PLAYBOOK DEVELOPMENT PROJECT MANAGEMENT

20. PLAYBOOK STARTER KIT
Codify what top performers
say, ask, do, and use at each stage of sales process

21. IDEAL BUSINESS CHARACTERISTICS IDEAL BUYER CHARACTERISTICS
INDUSTRIES TITLES/ROLES
METRICS
SIZE/GROWTH STAGE
PAIN POINTS
TECH ENVIRONMENT
POINTS-OF-VIEW
IDEAL PROSPECT PROFILE

22. INITIATE DISCOVER PRESENT PROPOSE FINALIZE
PIPELINE UPSIDE COMMIT
GOAL
ACTIONS
CRITERIA
TOOLS
SALES PROCESS

23. FOCUS TOP MIDDLE BOTTOM
SELLER
BUYER
SALES TOOLS MAP

24. QUALIFICATION CHECKLIST
FACTOR DESCRIPTION 
FIT
COMPELLING DRIVER
BUDGET
ACCESS
DECISION PROCESS
STAKEHOLDERS
TIMING

25. FIND OUT POINT OUT PROVE ANTICIPATE
• INITIATIVES
• PRIORITIES
• ISSUES
• OBSTACLES
• POV
• CURRENT STATE GAPS
• COST/RISK INACTION
• UNIQUE VALUE PROP
• STORIES
• RESEARCH
• OBJECTIONS
• FAQS
INITIAL CONVERSATION GUIDE

26. OBJECTION RESPONSE
OBJECTION RESPONSE GUIDE

27. WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6
• First pass Ideal
Prospect Profile
(IPP)
• First pass at
defining stages
and goals
• Work on
Actions and Exit
Criteria for
stage 1
• First pass at
Qualification
Checklist
• Review &
update IPP
• Finalize defining
stages & goals
• Work on
Actions and Exit
Criteria for
stage 2
• Review &
update
Qualification
Checklist
• Use Sales Tools
Map to conduct
content audit
• Finalize IPP
• Review Sales
Tool Map and
develop content
plan
• Review Actions
& Exit Criteria
for stage 1 & 2
• Begin
Conversation
Guide
• Finalize
Qualification
Checklist
• Finalize Actions
& Exit Criteria
for stage 1 & 2
• Work on
Actions and Exit
Criteria for
stage 3-5
• Continue work
on Conversation
Guide
• Begin Objection
Response Guide
• Finalize Actions
& Exit Criteria
for stages 3-5
• Continue work
on Conversation
Guide
• Continue work
on Objection
Response Guide
• Finalize
Conversation
Guide
• Finalize
Objection
Response Guide
• Review &
finalize Sales
Process Guide
• Develop training
material &
schedule team
training
3-4 hours 3-4 hours 3-4 hours 3-4 hours 3-4 hours 3-4 hours
GETTING STARTED PLAN

28. TECHNOLOGY-ENABLED SALES PLAYBOOK
Easily build playbooks to guide reps AND managers to consistently apply
best practices and tools at each stage of sales process to optimize SPECIFIC leads & deals

29. DEAL-SPECIFIC GUIDED SELLING
Interactive guided selling enables reps to give and get the most essential information
in the flow of the conversation

30. DEAL-SPECIFIC GUIDED COACHING
Consistent, thorough, and actionable deal review and planning sessions every single time

31. EXPERTS AGREE
CEB Sales Process Maturity Framework
Reflect forecasting
and pipeline
management
requirements
Inform sales process
from how sales
leadership wants
sellers to interact
with buyers
Account for how top
performers approach
the sale
Gauge progression
by completion of
sales activities
Derive process from
customer buying
process
Use customer
actions to verify deal
progress
Align tools to stages
of buying process
Integrate sales
playbook software
with CRM
Highlight tools and
enablement support
in sales playbook
software
Level 1
Level 2
Level 3
Level 4
Level 5Here’s where you need to be
Source: Corporate Executive Board

32.  Crowdsourced: all hands on deck
 Discovery stage disproportionately most critical
 Focus on conversations not content
 If content doesn’t support a conversation, throw it out
 Your website is your content management system
 Qualification checklist most essential tool
 Iteration happens on front-end of sale process
 Execution happens in the deal review
 If resource constrained, use third-party
SUCCESS FACTORS

33. dzamudio@playboox.com