> A sales playbook is the written way your company sells: who to target, what to say, how to qualify, how deals move and what to record. The sections that matter, and how to keep it alive once it is written. > > Web page: https://www.growaxis.net/insights/what-goes-into-a-sales-playbook [Insights](https://www.growaxis.net/insights) GrowBD # What goes into a sales playbook A sales playbook is the written way your company sells: who to target, what to say, how to qualify, how deals move and what to record. The sections that matter, and how to keep it alive once it is written. By GrowAxis team · 20 October 2026 · 2 min read A sales playbook is the written way your company sells. It tells anyone selling who to target, what to say, how to qualify, how a deal moves from first contact to close, and what to record in the CRM. A good one is short enough to use and specific enough that two sellers would run the same deal the same way. ## The sections that matter 1. Ideal customer profile: the companies that buy, and the ones to avoid. 2. Buyer roles: who decides, who uses the product, who signs, and what each of them cares about. 3. The problem and the value: the pains you solve, in the customer’s words. 4. Qualification: the questions and criteria that make a lead qualified. 5. Pipeline stages: what has to be true to enter and leave each stage. 6. Outreach sequences: channels, timing and messages for each segment. 7. Discovery and demo guides: the questions to ask and the story to tell. 8. Objections: the common ones, and honest answers. 9. Proposal and pricing rules: who can offer what. 10. 10CRM rules: what to log, when, and in which fields. 11. 11Hand-offs: from marketing to sales, and from sales to onboarding. 12. 12Metrics: the few numbers reviewed every week. ## Keep it alive - Review it every month against what actually closes and what stalls. - Add real examples: winning emails, good discovery notes, reasons deals were lost. - Give it one owner and one place where it lives. - Train every new seller on it, and listen to their questions. ## Common mistakes - Writing it once and never updating it. - Copying a template that does not match your buyers. - Making it so long nobody reads it. - Leaving the CRM out, so the playbook and the data drift apart. ## How GrowAxis helps GrowBD writes the playbook as part of the framework it installs: ICP, pipeline stages, outreach playbooks and the definition of a qualified lead, set up in your CRM (HubSpot, Salesforce or Pipedrive). Your sellers run it, or our BD team does, and it goes live within 30 days. [Related engineGrowBDBusiness development and salesHow GrowBD works](https://www.growaxis.net/engines/growbd)[Related serviceBusiness development as a serviceBusiness development as a service: market research, outreach, pipeline, closing support and CRM, run as one system with your team and measured on pipeline value. Live within 30 days.See how it works](https://www.growaxis.net/services/business-development-as-a-service) Where is your growth stuck? 30 minutes with our team. We map it, and tell you which engine to install first. No pitch. ## More insights - [CRM hygiene: the fields that matter for a forecast2 min read](https://www.growaxis.net/insights/crm-fields-that-matter-for-a-forecast) - [Business development firm or first SDR: what to weigh2 min read](https://www.growaxis.net/insights/business-development-firm-or-first-sdr) - [Business development as a service: what it is and when it works2 min read](https://www.growaxis.net/insights/business-development-as-a-service-explained) ## Find out which engine you need first. 30 minutes with our team. We map where your growth is stuck, which engine to install first and what installing it looks like with your team. No pitch. 30 minutes · Free · No pitch You leave with 1. The engine to start with, and why 2. What it would install: process, tools, AI and people 3. The path from signature to live within 30 days --- ## Contact GrowAxis - Email: contact@growaxis.net - Phone: +32 492 41 3612, +20 106 168 3566 - Offices: Uxbridge, United Kingdom & Cairo, Egypt - Profiles: https://www.linkedin.com/company/growaxis, https://www.instagram.com/growaxiss/ - The first step is a free 30-minute growth assessment: https://www.growaxis.net/#assessment