Winning By Design

Sales Playbook

This template combines everything you’ve been learning from Jacco so far to create a cohesive sales playbook. In previous templates, we discussed the different tasks in the sales process (discovery call, demo, proposal, etc.) and the skills, tools, and content needed for each of them. To create an effective sales playbook, you simply need to map out all of this information together in a single diagram.

This template makes it easy to outline the following for every task in the sales process:

  • Task description

  • Tools needed to best perform the task

  • Skill set you need to bring to the table

  • Content available for the task

  • The action that should be achieved upon completion of the task

Open this template to customize a playbook for your team.

Moments that Matter

At the end of the year, you can reflect and easily pick out the key moments that really mattered in the past 365 days. Jacco explains how you can do the same thing with your sales process. You can’t helicopter parent at every stage from prospecting to closing, but you can closely monitor the moments in the sales process that really matter to the customer.

In this template, Jacco outlines seven key moments:

  • Reach out to the customer because they have a real pain, not just because they are a good fit.

  • Have an actual conversation with the rep rather than qualifying them.

  • Instead of pitching the customer, diagnose their needs through a discovery call.

  • Identify potential trades rather than just negotiating a discount.

  • Orchestrate the next 90 days for the client rather than just providing the typical onboarding.

  • Don’t burden the customer with yet another run-of-the-mill QBR—measure impact for the customer to see.

  • Look at growth opportunities differently.

All of these moments add up to the journey designed to give the customer a good experience. After pinpointing these seven, you can focus on improving the performance of each by just 10%. When you do so, you will see your sales double!

Use this template to identify the moments that matter most in your sales process.

Skills Demo

How many times have you finished what you thought was the best demo of your life only to find that the customer isn’t interested in moving forward?

While you may have been excited and engaged the whole time, your customer probably wasn’t paying close attention as you assumed they were. Sure, they start out excited to actually see the product in action, but then you keep going, and they get an email, and then they get a Slack message... So how do you keep your customer just as engaged as you are for the entire demo?

This template outlines all the steps necessary for a successful demo. In the accompanying video, learn how you can keep the client engaged by:

  • Putting the demo in their context

  • Asking questions to understand if the product will solve their pain points

  • Sharing short and impactful use cases

Use this template to map out your own demo and start practicing!

Sales PODs

Traditionally, we structure our sales organizations hierarchically, with each person generating a certain amount of revenue. However, the reality of today’s sales org is that it’s no longer about individual contributors—it’s all about the team approach.

In order to adapt to this team approach, Jacco recommends structuring the sales org differently using PODs. A POD is a combination of particular sales org members—for example, you could have one SDR, two AEs, and one onboarder. You calculate the total of their combined salaries to determine how much ARR they should be bringing in as a team—the cost of the POD should never cost more than 40% of the first-year revenue. This small team then works together to achieve that ARR goal. Your PODs can be structured differently depending on the situation—outbound, inbound, regional/vertical, etc.  

Check out this template to start organizing your own sales team more effectively.

Sales Organization

In this template, Jacco explains how to build a growth org based on PODs. Rather than counting revenue based on the number of salespeople you have, you can look at your POD structures and how long it takes to ramp them. Jacco explains how you can create new PODs and restructure existing ones to reach your growth goals. You can even use PODs to test different markets.

Check out the template to see how you can structure your PODs to create a growth org.