Who is responsible to make the sales playbook? VP of sales, Director of sales, Head of Sales or Sales enablement?

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Depends on the stage of the company. Startups have a lean team and hire experience at first (VP or Director) - typically they role out the playbook. However, the sales playbook is a living document that can be tweaked with repeatable steps. The playbook changes with the maturity of the organization. Sales enablement will create courses, content, and role out the playbook to the seller’s, csm’s, and provide additional direction as the market or product shifts.


Everyone in the sales division plays a role in the creation of playbook but the heads of the department need to lead the charge. It needs to be a collaborative effort that is an open playbook for growth and flexibility. Someone has an idea that is proven to work, adapt it into the playbook! Also, there needs to be clear simple steps that do not over complicate the client experience or sales communication when things occur such as handoffs.

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