Learn to design dynamic playbooks that align strategic goals with actionable team execution.
A playbook is more than just a document; it’s a prescriptive guide that directs sales and marketing teams on the most effective actions, content, and messaging to achieve specific revenue goals. However, the majority of playbooks fail to drive performance, quickly becoming static ‘shelfware’ that sits unused while teams struggle with inconsistent messaging and execution. In this program, you will learn how to move beyond generic guides by using a world-class, 3-Tiered Playbook Architecture designed to create predictable, scalable revenue growth within an Account-Based Marketing (ABM) framework. You’ll explore the key components necessary to transform your playbooks into a cohesive roadmap that ensures every sales and marketing activity is coordinated, value-driven, and directly tied to winning in target segments, deepening and expanding accounts, and closing more ‘must-win’ deals.
Agenda
Setting the Stage
- The Playbook Problem: From Shelf-Ware to Action
- The Cost of Inaction
- What a ‘Playbook’ Is (vs. a Messaging Guide)
Foundational Architecture
- The Three-Tiered Revenue Playbook Model
- Playbook Design Principles (Actionable, Scalable, Consistent)
- The Flow of Tiers 1-3
Tier 1: The Segment Playbook (Strategy)
- Defining Your G-T-M Strategy for Cohorts
- Segmentation and Prioritization
- Buying Center Personas (Segment-Specific)
- Value Propositions (BVPs, OVPs)
- RACI and Governance
Tier 2: The Account Playbook (Execution)
- The Playbook as a Living Account Plan
- Account Strategy and Investment
- Account Team Alignment
- Activity Workflows (Physical / Digital Mix)
- Measurement and Review
Tier 3: The Opportunity Playbook (Win Strategy)
- Capturing the Win Strategy for Each Deal
- Problem Statement and Customer Need
- Measurable Advantage
- ROI and Business Outcomes
- Value Validation and Case Studies
- Negotiation Strategy
Implementation and Scale
- Enabling Architecture: The Shared Library and AI
- The Shared Service Resource Library (Common, Shared, Custom)
- AI-Enabled Playbook Generation (Automation, Data Synthesis, Dynamic Updates)
Next Steps and Q & A
- Summary, Call to Action, and Open Q & A
- Key Takeaways
- Resources
- Submit Questions
Program Conclusion
Speakers
John C. Stone, III,
Revenue Architects, LLC- Founder and president of Revenue Architects, LLC, a revenue growth methodology and services firm that helps companies onboard and personalize their revenue architecture and execute marketing and sales
- Delivers training workshops, consulting, and agency services to a range of business-to-business, professional services firms, financial advisors, and investment management firms
- Conducts regular seminars and workshops on digital marketing, social media marketing, revenue growth strategy and business development
- Published a variety of articles in the areas of marketing and sales for financial advisors and business professionals, authoring a new book on revenue architecture
- Bachelor’s degree, University of Vermont; advanced executive education certificates, Harvard Business School, and The Wharton School
Who Should Attend
This live webinar is designed for owners, CEOs, sales managers, sales directors, VP of sales, sales executives, account managers, CMOs, marketing directors, marketing managers, marketing communication managers, promotion coordinators, and other sales and marketing professionals.
