Create a Winning Sales Playbook

“Omaha! Omaha!”

Countless times in 2013, we heard Peyton Manning shouting this audible at the line of scrimmage. What did it mean?

If Ron Jaworski wasn’t sure, we armchair quarterbacks, will never know. But Manning’s team knew. “Omaha” is in the Broncos playbook, and for sales professionals, that’s an important takeaway. With one simple word from the playbook, Peyton Manning instantly got every player on the offense to remember his role and training, and to work collaboratively as a team to advance the ball in a specific scenario.

When your representatives hit the field and a customer raises an objection, why depend on them to remember their training or your rules, logic, and best practices? Ensure success by creating a sales playbook to connect the marketing message to the sales conversation. Use it to make sure your representatives always understand what to do and how to collaborate during key moments in the game, including how to…

  • Apply predetermined tactics based on the variables in the sales process
  • Use and adapt the right scripts and dialogues to address each buyer’s unique needs
  • Use the right sales tools for every stage, and adapt content to specific buyer contexts

How do you get started creating an effective playbook?

Create a scheme for your team, like the West Coast Offense or Air Coryell. Include the steps of the sales process and the types of buyers, including roles, challenges and pain points. Cover the types of verticals, organizational differences, and regional differences that affect the process.

Then curate your best sales content, including case studies, email templates, demo videos, white papers, brochures, and other sales collateral to correspond with the factors in your scheme. Map the scheme, sales logic, and content into your playbook so your representatives know exactly what tools to use, what to say, and what to do at every stage.

Do you have a new field initiative in the works or a new product set to launch soon? Maybe you’re introducing a new sales channel or introducing the portfolio of a new company your organization just acquired. Or maybe you’re expanding the size of your sales force. These are just some of the common trigger events that serve as the catalyst for playbook development.

At Bridge Metrics, we suggest creating your playbook before your need is urgent. Our sales executives are your partners in every aspect of sales enablement, including the creation of your playbooks.   For more information, contact us at 877.801.7158.

About the author

Bill Carroll


As the President of Bridge Metrics, Bill supplies the vision of Bridge Metrics. He is a mentor and thought-leader to the Bridge Metrics team and many of our clients. An experienced entrepreneur, Bill is passionate about developing powerful web-based solutions.

He graduated from Texas A&M University

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