Did you know that typically, a sales employee spends a quarter of their day looking for information? That’s a lot of time! What email to send out, when, which brochure to use, what’s the latest version of the sales presentation they are supposed to use…your salespeople shouldn’t be worrying about these things! They should instead be focusing on leads. They should be focusing on closing! But that doesn’t happen. You know why? Because, generally, in an organization, only about 20% of the knowledge is documented and shared. That means, the other 80% probably exists in the heads of employees. Can you imagine what would happen if they quit, go on leave or just forget to share? This is one of the reasons for the huge disparity in performances between different salespeople or channel partners. Playbooks can resolve this challenge effectively as playbooks make sales success repeatable by documenting every step of the sales process and mapping the right assets to those steps.
Playbooks can help understand what happens to the content created by marketing.
Once corporate marketing creates the content, there’s a lot of ambiguity as to what happens with it. Some studies have shown that around 90% of the content created by marketing for sales is never really used. Marketing teams struggle to find answers to questions like-
- Was the content actually used by sales
- How did the end audience react to the content
- How many times was the content used
- Where was the content shared, how and was most effective
Playbooks also offer visibility into content usage and journey. Sales playbooks help scale sales organizations without increasing the burden on marketing. It helps protect the brand and messaging integrity while improving sales and marketing efficiency. Playbooks can help companies boost closure rates by over 50%. The best companies today enable their sales forces through playbooks in a way that it achieves multiple organizational goals.
Liked what you read? Download our whitepaper, Blueprint to creating effective sales playbooks, to learn more.
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