{"slug":"strategy/business-strategy/37-sales-playbook","title":"37 — Sales Playbook","section":"strategy","sectionLabel":"Strategy","status":"unclassified","type":"document","path":"strategy/business-strategy/37-sales-playbook.mdx","bytes":6866,"description":null,"updated":null,"source":"integratewise/Integratewise-docs-wiki","content":"\nStatus: CANONICAL · Commercial OS\nOwner: Founder (sales)\nLast verified: 2026-07-21\n\n---\n\n## Purpose\n\nThe operational run-book for executing the methodology ([36](36-sales-methodology.md)): plays per stage, templates, and the POV program in full detail. If the methodology is the rules of the game, this is the set of plays.\n\n**Target audience:** Whoever is selling — founder now, AE #1 later.\n\n---\n\n## Play 1 — Sourcing (S0)\n\n**Channels in priority order:** (1) founder-led content inbound ([57](../11-marketing/57-founder-led-marketing.md)) — highest intent, lowest CAC; (2) network/MuleSoft-ecosystem warm intros; (3) targeted outbound to ICP ≥ 9 accounts only — never spray.\n\n**Outbound template (the only cold sequence — 3 touches, then stop):**\n\n> **T1 (LinkedIn or email):** \"Saw [specific: their CS team size / stack / churn-related post]. Quick question — when your CSMs prep a QBR, how many tools do they open? We're seeing 8+ at most B2B SaaS teams, ~3 hours a day of reconstruction. Built something that ends that ritual. Worth 20 minutes?\"\n> **T2 (+4 days, value):** one-pager or demotion-story essay link. \"No pitch — this is the piece most CS leaders forward internally.\"\n> **T3 (+5 days, close the loop):** \"Last note — if the eight-tab morning isn't a problem for your team, genuinely good news and I'll stop. If it is: 20 minutes, I'll show you the morning that replaces it.\"\n\n## Play 2 — First Call (S1 Discover)\n\nRun [38 Discovery Guide](38-discovery-guide.md) — the 30-minute structure. Non-negotiable outputs: pain story in their words · H/C/N numbers · why-now signal · next meeting booked _on the call_ with P1 users invited. The close: _\"You've told me your team spends [H] hours a day reconstructing context. Next step: I show you the morning where that doesn't happen — using your tool names. Who from your team should see it?\"_\n\n## Play 3 — The Day Demo (S2 Align)\n\nRun [40 Demo Script](40-demo-script.md) (15 min) with [39 Demo Guide](39-demo-guide.md) discipline. The play around the demo:\n\n- **Before:** recon their stack (site, job posts, LinkedIn) → build the tool-name map; send agenda naming _their_ pains from discovery.\n- **During:** watch P1 users, not P2 — the deal is won when a CSM says \"wait, it already knows that?\"\n- **After (same day):** recap email = their pains → what they saw → proposed POV success criteria draft → single next step with date. Attach champion one-pager for internal forwarding.\n\n## Play 4 — The POV Program (S3 Prove) — the deal-winning machine\n\n**Structure (fixed):** 30 days · ≤ 10 seats · full Command · their real tools (HubSpot/Salesforce + 2–3 more) · POV agreement signed ([32 §4](../05-value-pricing/32-licensing-strategy.md)) with success criteria + decision date.\n\n**Success criteria menu (pick 3, quantified):**\n\n1. Morning context time: baseline [X] min → target ≤ 10 min (time samples, week 1 vs week 4)\n2. QBR/meeting prep: baseline [X] hrs → target ≤ 30 min (next real QBR in-POV)\n3. ≥ 1 documented catch (churn-risk or expansion signal with evidence chain, confirmed real by the team)\n4. Adoption: ≥ 70% of POV seats hit ≥ 5 approved Twin actions/week by week 3\n5. Governance validation: security walkthrough passed ([42](42-security-faq.md) packet delivered day 1)\n\n**Cadence:** Day 0 kickoff + connect tools live (hydration starts in-meeting) · Day 2 first-morning check (\"open your workbench — narrate what you see\") · weekly 30-min reviews vs. criteria · Day 21 **catch review** (the emotional close: their account, their save) · Day 28 exec readout = realized mini-ROI + decision.\n\n**POV rules:** never extend past 30 days without an explicit written reason (drift kills deals); never run without a decision date; a failed criterion is discussed honestly — one strong catch often outweighs a missed time target, but _we_ raise the miss first (trust posture).\n\n## Play 5 — Commit (S4)\n\nRun the [close-playbook](../../sales/close-playbook.md) arc: pain restated → promise personal → ROI in their currency (realized POV numbers now, not projections) → risk removed → one next step fixed.\n\n**Commit kit:** proposal (3 pages: outcomes, price per [30](../05-value-pricing/30-pricing-strategy.md), timeline) · champion deck (their numbers, 8 slides) · security packet ([42](42-security-faq.md)) · paper ([32](../05-value-pricing/32-licensing-strategy.md)). Pricing posture: quote list, defend with ROI, discount only per policy ([30 §3](../05-value-pricing/30-pricing-strategy.md)) and always in exchange (term, seats, case-study rights).\n\n**Stalls:** run [objection-handling](../../sales/objection-handling.md) §\"We need to think about it\" — name the decision, isolate the blocker, map to an outcome, next step ≤ 48h.\n\n## Play 6 — Land (S5) and the Handoff\n\nWithin 5 days of signature: kickoff booked; handoff doc to CS (even when CS = same founder, write it — it disciplines the transition): POV numbers/baselines · success criteria → success plan seed · stakeholder map · promises made (verbatim — CS must know exactly what sales said). [45 Onboarding](../08-customer-success/45-onboarding-playbook.md) takes it from here.\n\n## Play 7 — Expansion Support (S6)\n\nSales re-enters when CS flags: second-department pull, tier-upgrade moment, or Enterprise conversation ([46](../08-customer-success/46-expansion-strategy.md) defines triggers). Expansion deals reuse Plays 3–5 with the internal case study as the demo.\n\n---\n\n## The Weekly Operating Rhythm (founder-seller)\n\n| When       | What                                                                                                                                                  |\n| ---------- | ----------------------------------------------------------------------------------------------------------------------------------------------------- |\n| Mon 30 min | Pipeline review vs. stage-hygiene rules; MEDDICC gaps; stalled-deal decisions ([74](../13-operations/74-sales-metrics.md))                            |\n| Daily      | ≤ 90 min selling-adjacent admin; calls logged same-day with stage-exit facts                                                                          |\n| Fri 30 min | Win/loss notes; battle-card + objection updates fed back ([09](../02-category-market/09-competitive-battle-cards.md), [41](41-objection-handling.md)) |\n\n**KPIs:** plays executed per stage (checklist compliance); POV win rate ≥ 60%; proposal → signature ≤ 3 weeks; recap-email same-day rate 100%.\n\n---\n\n**Related:** [36 Methodology](36-sales-methodology.md) · [38 Discovery](38-discovery-guide.md) · [40 Demo Script](40-demo-script.md) · [41 Objections](41-objection-handling.md) · legacy drill guides: [pipeline](../../sales/pipeline-playbook.md) · [close](../../sales/close-playbook.md)\n"}