Outbound Squad How to Build a Winning Sales Playbook with Kristie Jones
Jul 22, 2025
Kristie Jones, a coach and author of "Selling Your Way In," specializes in creating effective sales playbooks for early-stage teams. She discusses the evolution of sales playbooks and emphasizes their importance in today's remote work environment. Kristie highlights how structure can foster creativity in sales processes. She argues for tailored training and shares anecdotes on onboarding new hires in unique sectors. Additionally, she explores the role of AI, especially ChatGPT, in enhancing playbooks by providing insights while maintaining personal touch.
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Playbook Usability is Key
- Over half of sales playbooks are created but not used by sales teams, often because they are too long and not user-friendly.
- Making playbooks concise and easy to reference, like a short cold calling talk track, increases their usability and adoption.
Pandemic Sparked Playbook Formalization
- Kristie Jones shares how she transitioned from in-person training to formal playbooks during the pandemic when remote work began.
- She realized remote teams required documented, standardized processes to maintain consistency across locations.
Balance Standardization with Flexibility
- Standardizing sales processes provides a baseline, enabling reps to leverage their unique sales superpowers within an 80/20 framework.
- This balance maintains consistency while allowing flexibility for individual strengths, improving overall team performance.