# Playbook Builder > Create comprehensive sales playbooks for products, segments, or sales motions. Use this skill whenever someone needs to build a sales playbook, create a new hire onboarding guide, document a sales process, standardize a sales motion, says "build a playbook for [product/segment]", "document our sales process", "create a selling guide", or when systematizing tribal knowledge into repeatable processes. Also trigger when someone mentions sales methodology documentation, go-to-market playbooks, vertical playbooks, or rep enablement guides. Use when this capability is needed. - Skill: `tomevault-io/playbook-builder` (Agent Skill, multi-file: 2 files) - Install (CLI): `npx skillmds@latest add tomevault-io/playbook-builder` - Raw SKILL.md: https://api.skillmd.com/api/skills/tomevault-io/playbook-builder/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Marketing & Growth - Author: tomevault-io (https://skillmd.com/u/tomevault-io) - Updated: 2026-09-17 - Page: https://skillmd.com/skills/tomevault-io/playbook-builder --- # Playbook Builder Create structured, actionable sales playbooks that turn your best reps' knowledge into a repeatable system the whole team can follow. A playbook isn't a PDF that sits on a shelf — it's a living reference that reps actually use in their day-to-day work. ## What Makes a Good Playbook - **Actionable** — Every section answers "what do I do?" not just "what should I know?" - **Scannable** — Reps look things up mid-conversation, not during study hall - **Opinionated** — It takes a position on what works. "It depends" is useless guidance. - **Evidence-based** — Grounded in what actually wins deals, not theory - **Maintained** — Updated as the product, market, and competition evolve --- ## How It Works ``` ┌─────────────────────────────────────────────────────────────────┐ │ PLAYBOOK BUILDER │ ├─────────────────────────────────────────────────────────────────┤ │ PLAYBOOK TYPES │ │ 1. Product Playbook — How to sell a specific product │ │ 2. Segment Playbook — How to sell into a specific vertical │ │ 3. Motion Playbook — Inbound, outbound, expansion, etc. │ │ 4. Competitive Playbook — How to win against specific rivals │ │ 5. New Hire Playbook — Everything a new rep needs to ramp │ ├─────────────────────────────────────────────────────────────────┤ │ DELIVERY │ │ • Structured markdown (copy-paste, wiki-ready) │ │ • Word document for formal distribution │ │ • Interactive HTML with collapsible sections │ ├─────────────────────────────────────────────────────────────────┤ │ SUPERCHARGED (when you connect your tools) │ │ + ~~CRM: Win/loss patterns, deal metrics, stage analysis │ │ + ~~CRM: Rep performance data for best-practice extraction │ │ + ~~CRM: ICP validation from won deal profiles │ │ + ~~conversation intelligence (Gong): Top rep call patterns │ │ + ~~conversation intelligence (Gong): Discovery question bank │ │ + ~~conversation intelligence (Gong): Objection frequency data │ │ + ~~data enrichment (ZoomInfo): ICP company validation │ │ + ~~data enrichment (ZoomInfo): Competitive tech stack intel │ │ + ~~data enrichment (LinkedIn): Buyer persona validation │ │ + ~~chat: Internal tribal knowledge and rep feedback │ └─────────────────────────────────────────────────────────────────┘ ``` --- ## Getting Started - "Build a sales playbook for [product]" - "Create a vertical playbook for selling into healthcare" - "Document our outbound sales motion" - "Build an onboarding playbook for new AEs" - "Help me systematize how our top reps sell" --- ## Execution Flow ### Step 0: Automatic Data Pull (Before Asking the User Anything) **CRITICAL:** Before asking for tribal knowledge, pull every data point from connected tools. The best playbooks are grounded in actual win patterns, not theory. #### CRM Data Pull Check if you have access to CRM tools (look for tools containing `search_crm_objects`, `get_crm_objects`, or similar). If CRM tools ARE available: 1. **Pull all closed deals (Won + Lost) for the last 6-12 months.** - Properties: `dealname`, `amount`, `dealstage`, `closedate`, `createdate`, `pipeline`, `hubspot_owner_id`, `dealtype`, `description`, `closed_lost_reason`, `closed_won_reason` 2. **Compute win metrics for the playbook:** - Win rate, avg deal size, avg cycle length - Win rate by deal type, pipeline, and company size - Most common loss reasons → feeds "Common Mistakes" sections - Stage conversion rates → feeds "Sales Process" exit criteria 3. **Identify ICP from won deals.** Pull companies associated with won deals: - Properties: `name`, `industry`, `numberofemployees`, `annualrevenue` - Cluster: What company size/industry/profile wins most? → feeds "Ideal Customer Profile" 4. **Identify buying committee from won deals.** Pull contacts from won deals: - Properties: `firstname`, `lastname`, `jobtitle`, `email` - Pattern: What titles are most common in won deals? → feeds "Buying Committee" 5. **Segment by rep.** Use `search_owners` to identify top performers. - What do top reps do differently? (deal size, cycle length, stage velocity) #### Gong Data Pull Check if you have access to Gong tools (look for tools prefixed with `gong_`). If Gong tools ARE available: 1. **Pull call patterns for top performers.** Use `gong_search_calls_by_participant` + `gong_get_call_stats` for reps with highest win rates. - Talk-to-listen ratios → feeds "Discovery" best practices - Avg questions per call → feeds "Discovery Question Bank" - Topics covered → feeds "Key Value Drivers" 2. **Extract discovery questions.** Use `gong_get_transcript` on 3-5 top-performer discovery calls. - What questions do they consistently ask? → feeds "Discovery Question Bank" 3. **Extract objection patterns.** Use `gong_search_calls` with objection keywords. - Most frequent objections → feeds "Objection Handling Quick Reference" - How top reps handle them → feeds response scripts 4. **Extract competitive mentions.** Use `gong_get_call_details` to find competitor mentions. - What competitors come up? → feeds "Competitive Positioning" - How do top reps respond? → feeds competitive talk tracks #### Sales Intelligence Data Pull **ZoomInfo** (if available): 1. **Validate ICP.** Use `zoominfo_search_company` on won deal companies to verify company profiles. - Industry, size, tech stack patterns across wins 2. **Map competitor tech stacks.** Use `zoominfo_get_tech_stack` on won and lost deal companies. - What tools do your best customers use? → integration positioning **LinkedIn** (if available): 1. **Validate buyer personas.** Use `linkedin_search_leads` for champion titles from won deals. - Career paths, backgrounds, common traits of your best buyers #### Chat Data Pull If chat tools are available: 1. Search for playbook-related discussions, win stories, and best practices shared by reps 2. Surface tribal knowledge that hasn't been formally documented #### Present What You Found > "I analyzed **[N] deals** from the last [period] — **[N] won** at **[X]% win rate** with **$[X] avg deal size** and **[X]-day avg cycle**. Top loss reasons: **[reason 1]**, **[reason 2]**. Per CRM, your best customers are **[size] [industry]** companies, and your typical buying committee includes **[titles]**. [If Gong:] Top performers have a **[X:Y] talk ratio** and ask **[N] questions per call**. Building your data-driven playbook now..." ### Step 1: Gather Remaining Context After the auto-pull, ask ONLY for what the tools couldn't provide: - **Playbook type** — Product, segment, motion, competitive, or new hire? - **Product details** — Pricing, packaging, key differentiators (if not in memory/product.md) - **Team insights** — What do your best reps do that isn't captured in data? - **Known gaps** — What does the team struggle with most? ### Step 2: Generate the Playbook Build using ALL evidence. Mark data-sourced sections: "Per CRM ([N] deals):", "Per Gong (top 5 reps):", "Per ZoomInfo:", "Per Slack:" The playbook should be grounded in what actually works, not generic frameworks. ### Step 3: Store Insights - Update `memory/product.md` with product positioning documented in the playbook - Update `memory/deal-patterns.md` with patterns discovered during analysis - Update `memory/competitors.md` with competitive intelligence surfaced - Register the playbook in `memory/content-registry.md` - Log in `memory/changelog.md` --- ## What I Need From You (When Tools Aren't Connected) The more context you provide, the more specific and useful the playbook: 1. **What you sell** — Product, pricing, key differentiators 2. **Who you sell to** — ICP, personas, typical buying committee 3. **How you sell** — Current process, sales stages, typical cycle length 4. **What works** — Your top reps' best practices, winning patterns 5. **What doesn't work** — Common mistakes, lost deal patterns 6. **Competitive landscape** — Who you compete against and how you differentiate I'll supplement with research and proven frameworks, but your team's actual experience is the most valuable input. --- ## Output Format: Product Playbook ```markdown # Sales Playbook: [Product Name] **Version:** [X.0] **Last Updated:** [Date] **Owner:** [Name/Team] --- ## Quick Reference | | Detail | |---|---| | **Product** | [Name and one-line description] | | **ICP** | [Company size, industry, characteristics] | | **Primary Persona** | [Title and description] | | **Average Deal Size** | $[X] | | **Average Sales Cycle** | [X] weeks/months | | **Win Rate** | [X]% | | **Top Competitors** | [List] | --- ## Ideal Customer Profile ### Company Characteristics - **Size:** [Employee count and/or revenue range] - **Industry:** [Verticals where you win most] - **Signals:** [Events/triggers that indicate a good fit] - **Disqualifiers:** [Red flags that mean bad fit] ### Buying Committee | Role | Priority | What They Care About | How to Engage | |------|----------|---------------------|---------------| | [Title] | Champion | [Their priorities] | [Approach] | | [Title] | Decision Maker | [Their priorities] | [Approach] | | [Title] | Influencer | [Their priorities] | [Approach] | | [Title] | Blocker | [Their concerns] | [How to neutralize] | --- ## Value Proposition ### Elevator Pitch (30 seconds) > "[Scripted pitch that any rep can use]" ### By Persona **For [Persona 1]:** > "[Tailored message focused on their priorities]" **For [Persona 2]:** > "[Tailored message]" ### Key Value Drivers 1. **[Driver 1]** — [Supporting evidence, customer quote, data point] 2. **[Driver 2]** — [Evidence] 3. **[Driver 3]** — [Evidence] --- ## Sales Process ### Stage 1: [Prospecting/Outreach] **Goal:** [What you're trying to achieve] **Activities:** - [Activity 1] - [Activity 2] **Exit Criteria:** [What must be true to advance] **Tools/Resources:** [What to use] ### Stage 2: [Discovery] **Goal:** [Goal] **Key Questions:** [Top 5 questions] **Exit Criteria:** [Qualification gates] **Common Mistakes:** [What to avoid] ### Stage 3: [Demo/Presentation] **Goal:** [Goal] **Demo Flow:** [Recommended structure] **Personalization Points:** [How to tailor] **Exit Criteria:** [Next step commitment] ### Stage 4: [Proposal/Business Case] **Goal:** [Goal] **Proposal Template:** [Link or reference] **Pricing Guidance:** [How to present pricing] **Exit Criteria:** [Verbal commitment] ### Stage 5: [Negotiation/Close] **Goal:** [Goal] **Negotiation Guardrails:** [What you can/can't flex on] **Common Objections:** [Top 3 with responses] **Close Techniques:** [What works for this product] --- ## Objection Handling Quick Reference | Objection | Category | Response | |-----------|----------|----------| | "[Objection 1]" | Price | [Brief response] | | "[Objection 2]" | Timing | [Brief response] | | "[Objection 3]" | Competition | [Brief response] | | "[Objection 4]" | Need | [Brief response] | --- ## Competitive Positioning ### vs [Competitor A] **We win when:** [Scenario] **We lose when:** [Scenario] **Key differentiator:** [What to lead with] **Landmine question:** "[Question that exposes their weakness]" ### vs [Competitor B] [Same structure] ### vs Status Quo (No Decision) **We win when:** [What creates urgency] **We lose when:** [Why they stick with current state] **Key argument:** [Cost of inaction] --- ## Discovery Question Bank ### Situation 1. [Question] 2. [Question] ### Problem 1. [Question] 2. [Question] ### Implication 1. [Question] 2. [Question] ### Need-Payoff 1. [Question] 2. [Question] --- ## Email Templates ### Initial Outreach **Subject:** [Template] **Body:** [Template with personalization markers] ### Post-Discovery Follow-Up **Subject:** [Template] **Body:** [Template] ### Proposal Send **Subject:** [Template] **Body:** [Template] --- ## Success Stories ### [Customer Name] **Situation:** [Brief context] **Challenge:** [What was broken] **Solution:** [What you provided] **Result:** [Quantified outcome] **Quote:** "[Customer quote]" --- ## Resources | Resource | Purpose | Location | |----------|---------|----------| | [Battle card] | Competitive ammo | [Link] | | [ROI calculator] | Value justification | [Link] | | [Demo environment] | Live demos | [Link] | | [Case studies] | Social proof | [Link] | ``` --- ## Tips for Building Great Playbooks 1. **Interview your top reps** — Their instincts contain gold that needs to be documented 2. **Include what NOT to do** — Failure patterns are as valuable as success patterns 3. **Keep it modular** — Reps should be able to jump to any section without reading the whole thing 4. **Version it** — Date everything and update quarterly at minimum 5. **Test it with new hires** — If a new rep can follow it and succeed, it's a good playbook --- ## Related Skills - **battle-cards** — Generate the competitive sections - **discovery-guide** — Build the discovery question bank - **objection-handling** — Create the objection response library - **buyer-persona** — Define the ICP and persona sections - **win-loss-analysis** — Ground the playbook in real deal outcomes --- > Converted and distributed by [TomeVault](https://tomevault.io/claim/jbalbu01) — claim your Tome and manage your conversions.