The last post was about sales and marketing alignment.

Somebody asked me what other advice I could give. Get started, I said.

This could be really complicated. Or it could be simple. It could also be really boring. Let’s choose simple and not boring. And let’s focus on making one small but powerful change.

A piece of paper and 7 quick steps.

Here are 7 quick steps you could take right away to create the first version of your sales and marketing playbook – what I like to think of as a sales and marketing board game! All you need is a blank piece of white paper and a Sharpie.

1. Draw a rectangle. Divide it into two parts.

2. Label the left side WIN and the right side LOSE.

3. Add a middle section. Label it COMPETE. You can also win here IF you have strong differentiators. This is a basic sales process.

4. Add these labels: WHY, WHO, HOW MUCH. This is a basic buyer’s buying process. You now have a sales process that is built on the buyer’s buying process.

5. Workshop what information the buyer needs in each step. Here are some hints: why should I change? what would I need? is there a payoff for changing? is there a risk in not changing?; what are my peers doing?; who has solutions? how do they compare? do they meet my needs? what successes have they had? who are their customers? what results have they gotten?; is their company reputable? did I get the best price?

6. Decide who creates the information – the PUCK. And who will deliver it – the PLAY. This is your sales and marketing playbook.

7. Call me if you need help.

Congratulations on getting started!

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