Why Are Playbooks Still A Thing?

August 10th, 2023

Peter Ostrow VP, Research Director

Eric Zines Principal Analyst

Jennifer Bullock

With contributors:

Mike Pregler , Kathleen Pierce , Justin Ferguson , Kate Pierpont

Summary

For decades, enablement leaders have used sales playbooks as an integral component of enablement to supplement sales onboarding, promote continuous learning, and provide ongoing support of seller/buyer interactions. Traditionally, playbooks have defined what a seller does in response to the buyer’s journey in a particular segment or with a specific buyer persona. However, as buying processes have become more complex, B2B organizations must reconsider if sales playbooks are still relevant in today’s buyer-enabled selling environment. This report helps enablement professionals rethink their approach to sales playbooks to drive better buyer interactions.

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