Lead Generation Program Success Begins with a Sales Development Playbook

Read about the importance of clear, concise messaging tactics.

Shawn Harrington


“A professional football team would not set foot on the field without a playbook filled with plays, stats, strategy, competitive information, and more. Yet, far too often, sales teams pick up a phone before a plan is created, then question why they are not successful.   A sales development playbook provides the framework to achieve success and aligns your processes with the needs of the market and your buyer’s journey.”

Want Repeatable Lead Generation Success? It All Starts with a Sales Development Playbook.


Laying the Foundation For Success

A Sales Development Playbook is the strategic foundation to building a repeatable, scalable lead generation process to accelerate your revenue growth.  Also called a lead generation program playbook, it is the core tool that supports all other selling activities and serves as the guide to your products and services, selling strategy, positioning, messaging, competition, value proposition, and more.

The Sales Development Playbook – the Ultimate Sales Guide


A Guide to Qualified Sales Leads

Sales is a process, and the Sales Development Playbook is the ultimate guide to that process. Playbook development begins with a comprehensive review of your industry, your Ideal Customer Profile (ICP), and the specific personas interested in your product or service.  

Understanding your unique buyer personas’ specific challenges and buying processes is essential to create an effective sales development playbook. With the buyer as the centerpiece, the playbook provides the tools and information needed to guide sellers through a consistent, repeatable process which creates meaningful, personalized interactions, focuses on understanding and developing their specific pain points, and results in qualified leads and valuable insights.  

The Components of Success - Sales Development Playbook

A Unique, Living Document with 6 Essential Elements

Although every sales development playbook is unique, there are 6 essential elements all sales development playbooks should address:  

  1. Strategy: What strategy will the team implement to outperform your competitors? 
  2. Market: How do you comprehensively define your total addressable market and all the relevant segments and sub-segments? 
  3. Buyer: Who is the ideal buyer, and what are their challenges, thought processes, conflicts, and success criteria? 
  4. Messaging: What insight can you provide the market, and how can you relate your company’s story to properly position your company? 
  5. Execution: What are the specific tactics and strategies to be deployed to ensure success? 
  6. Performance Management: How do you define and manage to success? 

The sales development playbook must be a ‘living document’ and must be kept updated to reflect new market developments, strategies, tactics, qualification criteria, and competitive insights as the program evolves and changes.   

Why a Sales Development Playbook Matters

Sales Success Achieved through Structure

When lead generation is performed in an unstructured, undisciplined way, it just doesn’t work. A well-defined lead generation program playbook provides structure to ensure success and: 

  • Standardization – All the information a sales team needs for success is in one place. It improves efficiency and provides standardization of processes. 
  • Repeatability – The playbook serves as a guide to best practices which helps optimize success over-and-over again. 
  • Measurement – By utilizing the same messaging, management can evaluate and analyze what messaging is most effective and make changes when necessary. 
  • Goal alignment – A playbook brings together the strategic vision of leadership and operations to align goals across the organization.  
  • Decrease ramp time – A playbook will have a lot of the information needed to onboard a new SDR, thus decreasing ramp-up time and improving productivity. 
  • Motivate team – Success builds on success. By providing a roadmap to achieve success, it motivates sales teams to achieve and exceed their goals. 
lead generation playbook


Why Your Messaging is All Wrong

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Growth Orbit Insights


Why sales development programs fail. #4 Lead follow up.

Many sales leaders struggle to answer why sales development programs fail. Lead follow up is a common shortcoming. Sales teams are more effective when they put forth the effort to follow up on qualified sales leads provided by business development reps.

Why sales development programs fail. #3 No sales structure.

Many sales leaders struggle to answer why sales development programs fail. You may have great salespeople. They may always hit their numbers. But, without a structured sales process, you run the risk of watching good leads go to waste.

Why sales development programs fail. #2 Bad prospecting data.

Many sales leaders struggle to answer why sales development programs fail. Bad market data will kill a program before it has a chance to succeed. Don’t let that be the reason for failure. Follow this advice to develop good market data.