Sales Playbook Template

Who this is for

A rep without a playbook is expensive guesswork.

When a founder is the main salesperson, the "playbook" lives in their head. When you hire your first AE, that stops working. The things you know instinctively — who to qualify, what questions to ask, what good looks like at each stage — need to be written down before the rep starts, not six months in.

This template gives you the structure so you don't have to figure out what to write. Each section has prompts, examples, and explanations of what goes there. You fill in the specifics for your business, your ICP, and your sales motion.

The first version doesn't need to be perfect. A rough playbook used consistently beats a polished document no one opens.