💼 Sales Playbook

📌 Purpose

This sales playbook is designed to enable new and experienced account executives (AEs), SDRs, and sales leaders to succeed in selling our solutions. It outlines everything from our ICP and sales stages to objection handling and tool usage.

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🧑 Ideal Customer Profile (ICP)

Segment	Description
Industry	SaaS, Fintech, eCommerce, Logistics, Healthcare
Headcount	50–1000 employees
Titles	Head of CX, VP of Operations, IT Director, Digital Transformation Lead
Geography	North America, UK, DACH, ANZ
Tech Stack	Uses Slack, Zendesk, Salesforce, HubSpot, Intercom

Pain Points:

• Overloaded support teams
• Poor resolution time
• High cost of manual operations
• Lack of automation or AI expertise

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🪜 Sales Funnel

1. Lead → MQL

• Source: Website, webinars, cold outreach
• Enters CRM via HubSpot workflows
• MQL criteria: Correct job title, < 7 days activity, downloaded asset or booked meeting

2. MQL → SQL

• SDR to qualify via:
  • Budget
  • Authority
  • Need
  • Timeline
• Book meeting with AE if qualified

3. SQL → Opportunity

• Discovery call complete
• Account is in ICP
• Identified use case(s) and internal champion

4. Opportunity → Closed

• All stakeholders aligned
• Proposal sent
• Legal/procurement process complete

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📞 Sales Scripts

Cold Outreach (SDR)

Subject: Help Your CX Team Do More with Less

Hey {{firstName}},
Noticed your team is growing fast. Are you exploring ways to scale support with AI without hiring more agents?

Our platform helps CX teams cut ticket volume by 40% in 3 months.

Up for a 15-min call this week?

— {{SDR_Name}}

Discovery Call (AE)

1. Introduction & rapport (5 min)
2. Qualification (10 min)
   • Budget: “Do you already have a line item for this?”
   • Authority: “Who else is involved in evaluating?”
   • Need: “What prompted the search for a solution?”
   • Timeline: “What’s your ideal go-live date?”
3. Demo / Next steps (15–20 min)

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🧠 Objection Handling

Objection	Response
“Too expensive”	“Compared to the cost of agents or lost customers, this pays for itself in 90 days.”
“We’re already using Intercom bots”	“We often replace or augment Intercom where clients need more powerful workflows and multilingual agents.”
“We’re not ready for AI”	“That’s exactly where we come in—we help teams start small and scale up with confidence.”
“Send me info”	“Happy to! But what should I include to make it most relevant?”

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📈 Quotas & KPIs

SDR

KPI	Target
Calls/day	40
Emails/day	60
Meetings booked/month	25
Qualified meetings (SQLs)	15

AE

KPI	Target
Closed-won deals/month	4
Monthly quota	$60,000 ARR
Sales cycle length	≤ 30 days
Demo-to-close rate	≥ 25%

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🧰 Tools We Use

Tool	Purpose
HubSpot	CRM and email sequencing
Apollo	Lead enrichment and outreach
ZoomInfo	Prospecting database
Chorus	Call recording & coaching
Notion	Account plans and call notes
Slack	Internal coordination
DocuSign	Contract signing
Stripe	Payments (usage-based customers)

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🧭 Sales Territories

• North America: Clara, Raj
• EMEA: Nadine
• APAC: Kenji
• Enterprise (global): Isaac
• SDR Team: Assigned by time zone & industry

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🏆 Success Stories

🏅 FinTech Client: PayNexus

• Reduced Tier-1 support volume by 52%
• Saved $380k/year in headcount
• Deployed in under 30 days

🏅 eCommerce Brand: GlowEssence

• 3x more conversions with AI product advisors
• Integrated into Shopify and Zendesk
• Improved CSAT from 72% → 89%

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📃 Deal Desk & Legal

Process for Enterprise Deals

1. Submit pricing approval via Notion form.
2. Legal review SLA, DPA, MSA.
3. AE coordinates signature via DocuSign.
4. Add to Closed-Won Sheet in Notion.

Approval thresholds:

• Discounts over 20% → VP of Sales
• Custom SLA or Security Addendum → Legal + CISO

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💡 Tips from Top Performers

• “Don’t talk product. Talk outcomes.”
• “If they say it’s not a priority, dig until you find the real reason.”
• “Always summarize next steps in writing before leaving the call.”
• “Use Chorus to review how much you talked vs. the prospect.”

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📬 Internal Slack Channels

Channel	Purpose
#sales-team	Announcements, targets, wins
#sales-deals	Deal desk, discount approvals
#sales-wins	Closed-won celebration posts
#demo-recordings	Demo library for new AEs

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📅 Weekly Cadence

• Monday @ 9:00 AM – Pipeline Review (all AEs & SDRs)
• Wednesday @ 2:00 PM – Objection handling workshop
• Friday @ 4:30 PM – Wins + shoutouts

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Last updated: 2025-05-30