GUEST: Gerald Zankl, CEO and Co-Founder of Kickscale
Sales playbooks have been around for some time.
However, the most effective ones have been proven to deliver successful outcomes for winning businesses.
So, we wondered:
Why are sales playbooks critical to the success of every sales team?
To help us with this topic today, we have Gerald Zankl, CEO and Co-Founder of Kickscale, a professional training and coaching platform that enables B2B development teams with playbooks your sales reps will love.
What are the three main sales playbooks categories?
Process playbooks focus on all the processes necessary in a revenue organization. Training playbooks teach how to do great sales meetings, cold calling, outbound sales, and onboarding new salespeople. And resource playbooks represent cold calling scripts and email templates.
“That’s why templates are so nice, because eighty percent of the content is fine, and you only have to tweak if you want the last twenty percent towards your needs”.
Creating and maintaining the playbooks
Large-scale organizations typically have sales enablement experts. But SMBs can’t always allow hiring such a person. This means the sales or marketing leader, founders, or the C-level are responsible for building the playbooks. And building them with predefined templates can help save their time and effort.
“I believe that sales and marketing get closer and closer all the time. So it’s more like a revenue function instead of sales and marketing. Both departments need each other”.
Achieving sales excellence
Kickscale mainly provides templates that organizations can customize. The goal is to help sales leaders and managers train their teams easily, identify individual strengths, and constantly remind people of valuable business insights.
The fifty-fifty rule for balancing inbound and outbound leads
Regarding whether you are a small or large company, you should have a fifty-fifty split between inbound and outbound. However, small companies should always focus first on inbound and then outbound. If your company grows, split it into two functions.
“People forget things. What you don’t use, you forget. And that’s why you need a playbook to remind people about it because you can train them easily, you can remind them. And sometimes, a thirty-second or one-minute reminder video is already enough”.
Now that you know why playbooks are essential for the success of your sales team… learn how to apply other tactics and tools for a disruptive B2B marketing and sales strategy. Check out the full list of episodes here: The B2B Revenue Executive Experience, and instructions on how to rate and review the show are here.