A playbook only works if reps use it in live deals.
Treat your playbook as an enablement system that drives consistent execution across pipeline stages. The sections below show how to build one that actually gets opened during sales cycles.
Why the old sales process is broken
The traditional B2B sales process was built for a world that no longer exists. Cold calls worked when buyers had no other way to research solutions. Product demos were valuable when information was scarce. Aggressive closing tactics made sense when buyers had limited options.
That world is gone. Today, B2B buyers complete 70% of their purchase journey before ever talking to sales. They have read reviews, compared pricing, and watched competitor demos. By the time they reach out, they are not looking for information—they are looking for validation.
- •70% of the buyer journey happens before sales engagement
- •Buyers now control the sales process, not sellers
- •Traditional tactics actively harm modern sales efforts
- •Consultative, value-first interactions are now expected
“We used to think our job was to convince buyers. Now we realize our job is to help buyers convince themselves.”
Stage 1: Strategic Prospecting
Prospecting is not about volume anymore. It is about precision. The best sales teams do not blast 1,000 cold emails hoping for 10 responses. They identify 50 perfect-fit accounts and orchestrate multi-channel campaigns that feel personal.
Start with a specific Ideal Customer Profile. Not "mid-market SaaS companies" but "Series B SaaS, 50-200 employees, $10-50M ARR, selling to enterprise, rapid growth, using Salesforce and HubSpot." Specificity drives conversion.
- •Define ICP with 10+ specific criteria
- •Use intent data to identify buying windows
- •Personalize outreach based on company triggers
- •Multi-thread from day one (3-5 stakeholders)
- •Target: 20-30% response rate on focused outreach
“We cut our prospecting list from 5,000 to 500 accounts and pipeline actually increased. Quality beats quantity every time.”
Stage 2: Discovery that uncovers real problems
Discovery calls are where deals are won or lost. Not because of what you say, but what you ask. Great discovery feels like a diagnostic session—the buyer talks 70% of the time and convinces themselves they need your solution.
Stop asking "What are your pain points?" Start asking diagnostic questions: "Walk me through what happens when this problem occurs. Who gets involved? How much time does it take? What is the cost if it is not fixed?"
- •Let the buyer talk 70% of the time
- •Ask "what happens when" not "what are your pain points"
- •Quantify the cost of inaction
- •Identify all stakeholders and their motivations
- •End with clear next steps, not vague follow-ups
Stage 3: Ruthless Qualification
Qualification determines if an opportunity is worth pursuing. Not every interested buyer is a good fit. Not every problem is urgent. Not every champion has authority to close.
The framework matters less than the discipline. Whether MEDDIC, BANT, or custom criteria, consistency is key. Every rep should qualify the same way using the same standards.
- •Qualify ruthlessly—bad opportunities waste time
- •Confirm budget explicitly, never assume
- •Identify the economic buyer, not just your champion
- •Understand decision process and timeline
- •Know your competition including "do nothing"
“We started disqualifying 40% of opportunities after discovery. Win rate doubled and sales cycle shortened by 30%.”
Stage 4: Customized Solution Design
This is where you earn your fee. Anyone can send a generic proposal. Great teams design custom solutions that map directly to problems uncovered in discovery.
Restate the problem in the buyer's words. Show how your solution addresses each pain point using their metrics, language, and priorities. Make it feel written specifically for them—because it was.
- •Restate the problem before presenting solution
- •Map each feature to a specific pain point
- •Include customer-specific ROI calculations
- •Address objections proactively
- •Make proposals scannable for busy executives
Stage 5: Data-Driven Proposal Follow-Up
You sent the proposal. Now what? Most reps wait 3-5 days then send "just checking in." That is amateur hour.
Modern teams use document analytics to know exactly when prospects open proposals, which pages they read, and how long they spend on each section. This data tells you when to follow up and what to discuss.
- •Use document tracking to time follow-ups perfectly
- •Reference specific sections they reviewed
- •Address concerns based on engagement data
- •Ensure all stakeholders reviewed the proposal
- •Set clear next steps with specific dates
“Deals where 3+ stakeholders viewed the proposal closed at 3x the rate. Now we do not move forward without multi-stakeholder engagement.”
Stage 6: Onboarding drives retention
The deal is not done at signature. The period between signature and first value is where customer relationships are won or lost.
Great teams stay involved through onboarding, ensuring customers achieve their first win within 30 days. Customers who achieve early wins expand faster and churn less.
- •Define success metrics before deal closes
- •Stay involved through first 30-60 days
- •Ensure customer achieves first win quickly
- •Document lessons for future deals
- •Ask for referrals once value is proven
Stage 7: Expansion and Advocacy
The best teams do not just close deals—they grow accounts. In SaaS, 70% of revenue growth comes from existing customers, not new logos. Yet most teams spend 90% of time on new business.
Build expansion into your process from day one. During discovery, identify future use cases. During solution design, show the path to enterprise-wide adoption. During onboarding, plant expansion seeds.
- •Identify expansion opportunities during initial sale
- •Quarterly business reviews, not just product updates
- •Ask for referrals once value is proven
- •Turn happy customers into case studies
- •Target: 120-150% net revenue retention
Turn Your Sales Process Into a Data-Driven Machine
Modern sales teams use tools to see who's reading your proposals and time their follow-ups perfectly. Use Document Analytics to track proposal engagement and know exactly when prospects view your content.
For broader sales process research, review insights from Accenture and Boston Consulting Group.
Key Takeaways
- 1Modern B2B sales is buyer-centric, not seller-centric
- 2Strategic prospecting beats high-volume cold outreach
- 3Discovery uncovers problems, not features
- 4Ruthless qualification saves time and improves win rates
- 5Customized proposals with specific ROI drive decisions
- 6Document analytics enable perfect follow-up timing
- 7Onboarding is critical—the deal is not done at signature
- 8Expansion and advocacy should be built in from day one