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In this guide, we will highlight how businesses can standardize best practices across their sales team and improve productivity. Consequently, all this can be made possible by creating a B2B sales playbook for the organization.
It will aid you in reducing your ramp-up time and your sales team in improving your company's bottom line. Henceforth, download this 100% editable B2B sales playbook template that will illustrate all the different angles related to prospects and leads.
What is B2B Sales Playbook?
How things are done, have to be done, and can be done in an organization, is all presented in a playbook. Additionally, comprehensive idea behind a playbook is that it is a go-to-approach for the things to be done and exhibits procedures, policies, and other vital workflow details.
Likewise, a B2B sales playbook contains information about what a sales representative should do to employ best practices & strategies during multiple stages of the selling process. The sales playbook also highlights specific selling situations such as nurturing, prospecting & pitching a product.
Create or Get Access to a Competent B2B Sales Playbook Prepared by SlideTeam
The efficient PPT playbook has a coherent content structure, modern color schemes, impactful graphics, and clean typography. Moreover, we at SlideTeam did considerable research and relevant industry analysis to draft guidelines for a comprehensive playbook.
Furthermore, playbook highlights partner’s role in leveraging sales effectiveness, co-partnered campaigns to drive sales and marketing goals, and the demand generation initiatives utilized by partners.
This article sheds light on several guidelines from this B2B sales playbook presentation.
Read on as we brief you about the top eleven slides.
Slide 1: Cover Page
B2B sales playbook ensures consistent engagement of the sales workforce and B2B demand generation. The playbook acts as an essential document for the organizations that aid their B2B sales workforce in deploying best practices in the selling process.
A ready-made B2B sales playbook prepared by SlideTeam will highlight all the strategies and processes involved in effective sales and marketing. The cover page displays the name of the company that uses this playbook to illustrate details about their B2B sales model.
Furthermore, it exhibits an insightful image and a title related to the topic. The playbook is vital in providing comprehensive details about the sales process, guidelines for the B2B buyer journey, etc.
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Slide 2: Several Steps Involved in B2B Sales Process
This slide provides information regarding several steps involved in the B2B sales process, from lead identification to incoming leads. Furthermore, the major steps involved in the sales process are as follows:
# From MQL to SQL
• Qualifying/cold calls
• Business justification
• Negotiation
# Post Sales Customer Success Management
• Evaluation
• Closing
• Renewal
Moreover, it also covers details about each element involved in the sales process, roles involved, tasks of the B2B sales process, conversion rates, etc.
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Slide 3: Various Stages in B2B Buyer Enablement Journey
B2B buyer journey comprises various touch points essential for buyers in completing complex purchases. This slide provides information regarding different stages involved in the B2B buyer enablement journey. Consequently, the stages are as follows:
• Problem identification – Additionally, content offered by the sales team focuses on problem understanding, cost of the problem to their organization, return on investment for the solution, etc. At this stage, the sales team offers expertise to the buyer in defining the problem and emerges as the solution provider.
• Solution exploration – After making buyers aware of the problem, the sales team can showcase relevant content & build confidence among prospects to ensure a viable solution provider through advertising, search and social media platforms, etc.
• Requirements development – While building prospects requirements, marketers can focus on gaining a competitive advantage by showcasing strengths & additional benefits associated with the firm.
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Slide 4: Top of the Funnel (TOFU) Initiatives for B2B Demand Generation
This slide provides information regarding top-of-the-funnel (TOFU) initiatives for B2B demand generation. Furthermore, some of the key initiatives mentioned in the slide for B2B demand generation are as follows:
• Content Marketing – Developing valuable, educational, actionable content such as blogs, videos, eBooks, whitepapers, etc. Content is catered to target potential prospects down the funnel and aid prospects in positioning their products & services.
• Public relations – Moreover, developing time and efforts for public relations activities to get details about audience whereabouts across various websites, publications, resources, etc.
• Free trials, demos, & samples – Offer a limited valuable version/demo of a product or service for free, so prospects genuinely evaluate the product. Additionally, rendering access to the limited operational version of the product for its evaluation & assessing value addition to their business.
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Slide 5: Leveraging Content Experience for Revamped B2B Buyer Engagement
Content experience enables consumers to self-educate & cater to content at their own pace. This slide shows details regarding leveraged content experience for revamped B2B buyer engagement in terms of the following:
• Enhancing B2B buyer journey – Content experience ensures B2B buyer engagement with relevant content at every journey stage.
• Achieve in-depth audience insights – Additionally, content experience allows insights about buyer engagement with content to cater to relevant conclusions, associating content engagement to ROI and follow-up with buyers.
• Developing better sales and marketing alignment – Likewise, content experience allows sales representatives to progress buyer interactions.
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Slide 6: Different Ways to Optimize Return on Sales Content
To optimize returns on scale content, organizations have to use a lot of different ways. Thus, this slide presents information on content governance, content targeting, content architecture, content re-engineering, editorial calendar, management systems, content tracking, & sales enablement.
Consequently, most significant and comprehensive three ways to optimize return on sales content are as follows:
• Upgrade content generation process – Tracking content by assigning an owner to handle, track and optimize content, effectiveness, value, usage, & ensure ROI in sales content.
• Reorganize sales content – Targeting content so that it assists the selling process, buyer type, and measurable sales outcome.
• Organize content targeting, delivery, and measurement – Selection of delivery systems. Developing management systems allowing consolidation, update, approval, and handling of content assets, catalog, & target.
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Slide 7: Demand Generation Initiatives Utilized by Partner
This slide presents details regarding demand generation initiatives by the partner during customer reactivation, customer acquisition, customer retention, customer nurture, etc. Moreover, information displayed in the slide for these 4 initiatives are descriptions, customer data requirements from partners, and initiatives.
Henceforth, description for each demand generation initiative utilized by partner includes:
• Reactivation – Contact inactive customers
• Acquisition – Addressing new set of customers
• Retention – Catering requirement of existing customers (through cross-selling)
• Nurture – Engaging prospects at the initial stage of buying cycle (through the use of interactive messaging)
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Slide 8: Key People Associated with B2B Sales Workforce Structure
This slide provides information regarding the B2B sales workforce structure and the key people involved. Consequently, some of the key people involved in the B2B sales workforce structure are as follows:
• Market development representatives (MDR) – Manage market research & response to inbound leads, ensures lead generation & development, etc.
• Head or VP of sales – Handles sales team, works cross-functionally to manage target quotas, compensation, optimum team structure, etc.
• Customer success managers – Enhance customer experience, ensure satisfaction, enable potential to cross-sell and up-sell opportunities, etc.
• Account executives – Ensure customer commitment & sales closure, etc.
• Sales engineers – Handle technical queries, execute proof of concepts (POCS), etc.
• On borders – Client’s integration & accomplish first usage, etc.
• Account managers – Assist customers in increasing product usage internally for cross and upsell process, etc.
• Sales development representative (SDR) – Manage lead generation for outbound sales, etc.
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Slide 9: Sales Meeting Plan for Team Motivation
Addressing a product’s value to prospects based on unique context is possible when one can assess the prospect’s present situation & need for product usage. Hence, this slide provides information regarding the sales meeting plan playing a vital role in sales operation effectiveness, motivating the sales team, & improving overall productivity.
Additionally, key steps involved in a sales meeting plan for team motivation include:
• Essential research prior to the meeting – Most of the clients realized that pitch was ineffective in managing requirements. Research regarding prospects prior to the meeting is essential for closing deals.
• Building agenda – Prepare structured agenda to ensure essential points are catered to in the assigned duration.
• Discovery phase – The question to be asked from sales representatives, is the biggest challenge faced by the sales team. It ensures sales representatives have a sufficient understanding of the company or industry.
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Slide 10: Metrics to Track Sales Team Performance
This slide illustrates details regarding various metrics catered to track sales team performance. Consequently, some of the key metrics involved in tracking team performance are as follows:
• Average no. of monthly deals – 350
• Average weekly sales revenue - $515,000
• Average revenue per account/customer/product - $245
• Win rate – 45%
• New promoter score – 55+, etc.
Furthermore, sales representative performance tracking can be measured based on various parameters and benchmarks. One can even provide scores to different sales representatives based on their performance. Moreover, the parameters that can be used to track performance are:
• Number of client conversations by the representative
• Up sell and cross-sell rates
• Number of meetings by sales representatives
• Lead response time by the representative (in hours)
• Number of opportunities created.
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Slide 11: B2B Sales Representative Performance Tracking Dashboard
This slide shows details regarding B2B sales representatives’ performance tracking dashboard to measure leads. Henceforth, key insight related to tracking performance states that combine sales with sales results to identify individual performance.
Furthermore, some of the elements for the dashboard through which B2B sales representative performance can be tracked are as follows:
• Top 5 sales representatives by revenue pace – Horizontal bar charts for revenue pace and showcasing percentage of sales.
• Top 5 sales representatives by revenue – Horizontal bar chart displaying revenue actual of sales representative.
• Top 5 sales representatives by leads – Horizontal bar chart presenting leads actual for sales representatives.
• Leads by region – Pie chart exhibiting leads actual of sales representative.
• Revenue break down – Stacked bar charts highlighting actual revenue in dollars of sales representative.
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Role of a B2B Sales Playbook for Businesses
Having a B2B sales playbook today is a vital component for businesses and their sales team. Additionally, it has a lot of benefits to the sales team as it empowers them to operate within a sales strategy that helps organizations grow continually and hike their profits too.
Similarly, key roles of an efficient B2B sales playbook for businesses are as follows:
• Increases confidence among buyers & eliminates guesswork at time of closing the deal
• Hikes the win rate of the businesses with more effective messaging
• Sales representatives or salespeople use uniform techniques described in the playbook
• Companies get more deals and at a faster rate as the process becomes efficient & proven
Moreover, a B2B sales playbook highlights the most important and relevant aspect of creating such guidelines. It illustrates that businesses can pre-plan their moves and implement them into the system for better results. However, these approaches should not be rigid in nature.
Likewise, sales team still needs to be flexible with the strategies & refine the framework timely for better accuracy.
Structure an Efficient B2B Sales Playbook Using 8 Steps
Consequently, a B2B sales playbook arms your sales team with positioning guides, competitive battle cards, etc., and at the same time connects you to your CRM activities. It displays every bit of information related to the sales process, strategies, KPIs, sales enablement materials, and more.
Henceforth, preparing a structure for a competent and effective B2B sales playbook in advance becomes essential for an organization. The structure helps businesses to keep track of buyer actions & journeys and make improvements wherever required. Likewise, the steps include:
• Never stop improving & develop evergreen strategies consistently
• Synchronize activities of sales and marketing for efficient alignment
• Set up plans for B2B lead conversion tracking
• Periodically raise sales representatives' compensation incentives
• Standardize messages and approaches for sales-ready actions
• Keep in handy, relevant sales enablement resources
• Identify your rainmaker (unique selling proposition)
• Classify your target prospects or customers
Conclusion
Consequently, B2B sales playbook displays details about leveraging content experience for revamped B2B buyer engagement, optimizing sales content returns, content planning worksheet, and potential lead nurturing program.
Download this 100% editable playbook. Customize it according to your business needs.
Moreover, book a free demo with our research team now!
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