What is a Playbook?
Playbooks streamline your sellers workflows by surfacing their prospects in one place with guided instructions and recommended actions
If you are a Sales manager or a Sales Ops it is a great way for you to push a playbook to your team, at scale and suggest the next best action that should be taken. If you are an SDR, an AE or a CSM, it's a great way for you to automate a strategy you're already doing manually.
Getting Started
You can get started by clicking on "+ New Playbook" on the grey nav bar on the left.
From there, you need to choose between building a Playbook from the Playbook Library or building your own Playbook using our AI assistant. You can also take inspiration from your existing Playbooks.
With the Playbook Library
This is a great place to start if you don't know what type of playbook you would like to build. This library gathers all the playbooks you and your team should start running and that are low hanging fruits. Once you select a playbook from the library, you will jump into the Playbook Builder to adjust the configuration to your business needs.
With the AI Playbook Builder
If you have a very precise idea of what playbook you would like to build, do not hesitate to leverage our AI assistant that helps you build your Playbook seamlessly. The AI will suggest rules based on these goals. This helps you skip the tedious task of going through a manual form fro scratch.
Examples
"Identify companies that are hiring more than before in engineering and that are not customers"
"Show me companies with more than 5 active users in the past 2 weeks"
"Identify buyers that recently signed up for our free trial"
Adjusting the pre-configuration of your Playbook
Once you have selected a playbook from the library, or generated one using our AI assistant, the goal is to adjust the pre-configured Playbook.
#1 General Information
This is where you can modify the Playbook name and its description. The most important parameter to check is the type: is this playbook targeting persons or companies?
Person type is ideal for playbooks targeting specific individuals. Example: Creating a playbook for contacting IT administrators of highly active accounts.
Company type is best for broader strategies. Example: Informing CSMs of significant events within a company like increase in product activity.
#2 Audience
This is where you define what triggers the playbook, such as specific events or conditions, but also on which types of companies or persons the playbook should be applied on.
In there, you have access to a multitude of data points such as the person, company, tech and hiring enrichment, but also the activities performed, the opportunity history or any field you would like to include from your data warehouse, CRM or system connected to MadKudu.
To include an additional field in there, you can do it through custom computations that can be mapped in the data studio.
Best Practices: combining different rules
Some rules make sense to be linked together. If you want to target companies that viewed your pricing page, and you want to make sure the pricing page has been seen in the last 7 days, make sure the conditions are linked together using the "+" and not the "+ New Rule".
In the example below, we make sure the Champion Moved to New Company in the last 3 months.
Here, on the contrary, we added the second rule using the blue button, so we are targeting anyone that moves to new company at some time (no filter on time) and that did something in the past 3 months (no filter in particular on the activity)
Best Practices: including date filters
When using tech data for example, we suggest you to combine it with last time it has been seen or first time it showed up. Playbooks are all about timing, so the outreach will be relevant if they just installed a tech or just dropped it. If you want to make sure they use it, last seen date is great way to do it. For example, if you want to make sure that the companies targeted by your playbook are using Snowflake, you should make sure the last seen date is from less than 3 months ago for example.
When using job openings data, make sure to combine it with the opened date or closed date.
When using person or company activity, make sure to filter on events that happened recently if you want to build a timely playbook.
"Number of" function
You can also create rules based on number of activities, of people in an account, of jobs being opened. This is particularly convenient if you want to create triggers based on companies that hire a lot, or not at all, or companies with lots of active people, or on the contrary no activity performed in the past month.
You can add properties inside the function itself and we recommend you to leverage it, especially the relevant time/date parameters.
If you want to create an audience for companies that have not done anything in your product in the past month, this would be the configuration you would use:
If you want to create an audience for companies that are hiring at least 5 engineers in the last 3 months, , this would be the configuration you would use:
If you want to go even further, you can compare two "number of" functions together, which is particularly convenient when you want to build a playbook for companies with increasing engagement, or decreasing engagement. To do so, you would need to click on "Compare to another Number of X" and include the relevant properties.
#3 Defining Actions
This is where you can select the predefined action that will be displayed in your Inbox: either a free text by selecting the "Basic Action" or the cadence/sequence of your choice. Please note that you can select a sequence/cadence only for Person type playbook.
#4 Automation (admin only)
This is where you can configure some automation every time a match is falling into your playbook.You have to enter the URL of the endpoint to which you would like to send the information about your matches. You can select the relevant fields to be added to your payload. The payload of each playbook match will be sent to your endpoint every time a new match is evaluated. You can also make sure the Sales reps receive a notification in slack for example when they have a new notification in their inbox.
#5 Share with members (admin only)
As an admin, you can deploy a playbook for yourself, for specific members or for your entire organization. If you select "all members", Sales users that will be added in the future will get that playbook in their inbox automatically.
Seeing your Playbook in your Inbox
Once you hit the button "Create Playbook", your playbook will show up in your inbox and in the inbox of the people you shared it with. You are now all set to build your sales pipeline!
Note: We currently evaluate if there are new matches in your playbook within 5 minutes after you created it.