Most founders don’t realise how much their sales approach shifts over time – until it’s a mess. One day you’re pitching one way, next quarter it’s totally different. A sales playbook fixes that. It’s not just a folder full of scripts, it’s your go-to resource for how selling happens at your company. Something you can hand to a new hire and trust they won’t go off the rails.
This guide explains why you need a playbook at least six months before your first sales hire.
It helps prevent your messaging from getting diluted, gives your team structure, and keeps everything from cold calls to demos consistent and effective. You’ll learn what to include (from ICPs to email templates), how to keep it up to date, and why it’s better to evolve it daily than scramble to fix it all later.
Think of this as IKEA instructions for your sales team. Without it, things might still come together, but probably with more headaches, wasted time, and a few wonky pieces. If you’re serious about scaling sales without losing control, this isn’t optional.
