Sales Playbooks

Traditionally, sales playbooks defined what a seller does in response to the buyer’s journey in a particular segment or with a specific buyer persona. While the playbook has evolved significantly from the days of thick three-ring binders that reps consulted prior to a call, common elements of this trusted tool remain in place today: actions (what to do), messaging (what to say) and resources (what to use/who to ask). In this Forrester report, we discuss the definition, creation, and measurement of sales playbooks, the guided-selling experience, as well as various approaches that B2B organizations can take when implementing a playbook strategy.