What is a sales playbook?

A sales playbook documents how to sell your product: the stages of your sales process, what happens at each stage, common objections and how to handle them, qualification criteria, and key talking points. It's what a new salesperson would use to ramp up.

How do I know if my process is repeatable?

Ask yourself: could someone else close a deal using your process in 90 days? If yes, you have repeatability. If the answer is 'only if I'm heavily involved,' you have founder-dependent sales. The test is documentation plus delegation.

What percentage of pipeline should come from repeatable sources?

Aim for 80%+ from repeatable activities—outbound sequences, content, paid channels, partnerships. If most of your pipeline comes from one-off intros or lucky breaks, you can't predict or scale revenue.

When should I document my sales process?

After you've closed 10+ deals and see patterns. Documenting too early locks in bad habits. Waiting too long means critical knowledge stays in your head. The right time is when you catch yourself saying 'I just know how to handle this' for the third time.

Repeatability

Could someone else close deals like you?

Repeatability is whether your sales process can work without you. If every deal requires founder involvement, you have a job, not a business. Repeatability is the bridge between founder-led sales and a scalable revenue engine.

Answer 4 diagnostic questions to see where you stand.

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What this measures

Is your sales process written down so someone else could follow it?
A written sales process is often called a playbook.
Do you know why your last 5 deals actually closed?
If you were hit by a bus, could sales continue without you?
What percentage of your pipeline came from things you could do again?
Repeatable activities include outreach sequences, content, ads, or channel partnerships—not one-off intros.

What to do about it

If this area is broken

Write down exactly how your last 5 deals closed. Find the pattern.

If this area needs work

Document your sales playbook. Get it out of your head.

How this connects

Depends on

Problems here often trace back to gaps in:

Sales Motion

Affects

Fixing this can unlock progress in:

Hire Readiness

Frequently asked questions about repeatability

What is a sales playbook?: A sales playbook documents how to sell your product: the stages of your sales process, what happens at each stage, common objections and how to handle them, qualification criteria, and key talking points. It's what a new salesperson would use to ramp up.
How do I know if my process is repeatable?: Ask yourself: could someone else close a deal using your process in 90 days? If yes, you have repeatability. If the answer is 'only if I'm heavily involved,' you have founder-dependent sales. The test is documentation plus delegation.
What percentage of pipeline should come from repeatable sources?: Aim for 80%+ from repeatable activities—outbound sequences, content, paid channels, partnerships. If most of your pipeline comes from one-off intros or lucky breaks, you can't predict or scale revenue.
When should I document my sales process?: After you've closed 10+ deals and see patterns. Documenting too early locks in bad habits. Waiting too long means critical knowledge stays in your head. The right time is when you catch yourself saying 'I just know how to handle this' for the third time.

Find out where you stand Or take the full diagnostic