Optimized Sales Processes and Sales Playbook


Hand on heart: Does your sales process really work? Or do you suspect you’re missing out on profit?

Do you feel that youre sales people reinvent the wheel for every project? Maybe because your sales process lacks definition and documentation? Are responsibilities clear to all?

What about assessing potentials? Do you have a comprehensive overview of all prospects, projects and their development stage? Can you estimate a realistic bottom-line at any time?

In this situation, many companies turn to Customer Relationship Management (CRM) software – with limited success. First, because CRM and process are not in sync. Second, because employees don’t truly live CRM in their day-to-day.

Are you looking to improve your sales results? Our optimized sales processes and our Sales Playbook will help you do just that.

Step 1: Defining and documenting your Sales Process

Together with you, we will structure and clarify your established processes. Together with helpful tools and methods you’ll get definitions and documentations tailored exactly to your needs. And of course, we will integrate everything into your existing CRM system.

Process consistency and comprehensiveness are key; as are easily adjustable and agile methods. This creates space for flexibility and creativity in everyday sales.

All of this forms a valuable basis for executives managing their sales force. It allows you to effectively plan out your success!
  • Formal definition of sales processes and all necessary steps and stages
  • Definition of Sales Funnel
  • Definition of duties, tasks and responsibilities
  • Definition of step-by-step deliverables (content, templates and procedural requirements)
  • Interface to other company processes
  • Rules and Key Performance Indicators (KPIs) for performance appraisal

Step 2: Defining your Sales Playbook

The Sales Playbook is a compilation of all tasks, instructions, guidelines and performance indicators. It details the entire process and helps your sales force achieve maximum efficiency and success in every project.

In other words, the Sales Playbook is a comprehensive guide to support your employees in their day-to-day sales efforts. It clearly defines when to do what and serves as a practical toolbox and guide, every step of the way.

Also, the Sales Playbook contains a set of criteria to assess and qualify open projects. These criteria separate the wheat from the chaff and point your sales reps towards the projects that really matter.

Bottom-line: The Sales Playbook enables your sales force to finish even complex projects safely, effectively, efficiently and SUCCESSFULLY.

It’s also a fantastic resource for management.

As the Sales Playbook includes all skills and competencies required, it’s a well-defined template for staff development and training. Moreover, the detailed processes and procedures serve as a practical roadmap to supervise and manage your sales force.

  • Definition of all activities and tasks required for every single step in the process
  • Definition of ideal sequence of activities
  • Definition of all competencies and information required for every activity
  • Practical tools and guidelines for every activity
  • Documentation
  • Integration of the Sales Playbook into sales process and CRM

Step 3: Targeted training

In order to successfully implement the optimized processes, we will draw up a detailed training plan with you. The most important component is your individual Sales Playbook; our coaching specifically targets the defined competencies and tools therein.

This also ensures maximum relevance to your sales staff. By offering an optimal cost-benefit-ratio, our targeted training guarantees a higher degree of knowledge retention and success.


  • Sales Playbook; sales structure and processes
  • What to do and how in which stage of the process?
  • Training of tools and guidelines defined in the Sales Playbook
  • Training of sales and communication skills defined in the Sales Playbook

Your benefit:

Measurable, significant profit growth.

  • More efficiency and success in the implemention of sales processes

  • Easier potential analysis; earlier disqualification of fruitless sales projects

  • Capacity increase, for example for customer aquisition

  • Better performance of sales efforts

  • Higher profit margin through better price negotiations

  • More success and therefore higher motivation for your sales staff


  1. Preliminary, face-to-face discussion of targets and framework
  2. Kick-off workshop: Definition of implementation and project schedule
  3. Definition and/or finetuning of your sales process
  4. Definition of Sales Playbook
  5. Integration into existing CRM systems
  6. Compilation and hand-over of outcomes (definitions, documentations)
  7. Hand-over of Sales Playbook for sales and management

Total project duration: about 2 to 3 months.