In this episode of The B2B Sales & Marketing Hotline, Emily and Maryanne break down what separates a “meh” sales playbook from a high-impact resource that actually drives results. Whether you're building one from scratch or trying to get more value from the one you have, this episode is packed with actionable advice to help you get there. Here’s what you’ll learn:
Sales playbooks have become standard for many organizations over the past decade—but just having one isn’t the goal. A good playbook isn’t just a collection of processes; it’s a resource designed to guide sellers step-by-step through real-world situations with clarity and consistency.
Emily and Maryanne frame a sales playbook like a sports playbook: It helps your team know what move to make next. Whether it’s handling a specific objection, following up after a form fill, or navigating a “closed-lost” opportunity, the playbook should be their go-to reference.
While no two companies will need the exact same content, there are core components that every sales playbook should include:
Sales Process & Journey Mapping: Document your sales steps clearly, and align them to the buyer’s journey.
Target Personas: Help reps understand exactly who they’re selling to and how to speak their language.
Value Propositions & Messaging: Offer examples and templates for valid business reasons and value-driven communication.
Battle Cards: Provide a competitive edge by outlining key differences between your offerings and your competitors.
Sales Metrics & KPIs: Let reps know what success looks like with performance benchmarks and activity goals.
Tech Stack Overview: Clearly list the tools your sales team uses and how/when to use each one.
Customized Content by Role: Tailor the playbook to reflect the nuances between different sales roles, regions, or product lines.
Creating the playbook is only part of the job. Getting your team to use it is where the real impact happens. Emily and Maryanne stressed that sales playbooks should be integrated into your sales culture. Managers should consistently refer to it, encourage reps to use it, and model that behavior in their coaching.
To ensure the playbook stays relevant and trusted, it should be reviewed and updated regularly—quarterly at a minimum. There’s nothing more frustrating than being told to reference a playbook, only to find outdated info. And once reps stop trusting it, adoption plummets.
Whether you’re using PDFs, shared docs, or CRM-embedded tools like those offered in HubSpot, your playbook should be easy to access and intuitive to use. For HubSpot users, Emily and Maryanne pointed out the benefits of embedding sales plays directly into the CRM, making it easier for reps to find and apply plays in real time.
One of the biggest mistakes? Trying to use a generic, one-size-fits-all template. Your playbook should be as unique as your business. It needs input from your sales leaders and your frontline reps. Talk to your top performers. Identify the most common scenarios they face and how they navigate them successfully. Use that insight to shape the foundation of your playbook.
The more custom and aligned to your company’s real-world process it is, the more useful it will be.
A sales playbook is one of the most valuable resources a company can create—but only if it’s done with intention. Build it with your team, update it regularly, and integrate it into your everyday sales culture. When it’s truly tailored to your people and process, it can become a powerful tool for onboarding, development, and consistent revenue growth.