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Introduction to Sales Playbooks

Sales playbooks are strategic documents that provide your sales team with a framework for engaging with leads, nurturing client relationships, and closing deals efficiently. They are particularly beneficial in the insurance sector to streamline processes across various stages of agent, lead, and customer lifecycles.

Sales playbooks are indispensable tools in the sales process, offering a strategic roadmap for sales teams to engage with leads, nurture client relationships, and close deals efficiently. This guide focuses on journey playbooks, which automate actions across different stages of the sales cycle, from agent recruitment to customer retention.


  • Increase Conversion Rate: Enhance the rate at which prospects become customers by following up consistently and reducing the lead conversion time.
  • Boost Agent Productivity: Leverage playbooks to automate mundane tasks, ensuring agents spend more time on high-value activities.
  • Continuous Improvement: Regularly refine your playbooks based on performance metrics and best practices to optimize sales processes.

Playbooks in Action

Understand the different types of playbooks applied at various stages:

  • Agent Manager Lifecycle: Focused on recruiting, activating, and engaging sales agents.
  • Agent Lead Lifecycle: Aimed at nurturing leads, facilitating onboarding, and maintaining engagement.
  • Customer Lifecycle: Concentrated on service provision, customer growth, and policy renewals.

Anatomy of a Sales Playbook

  • Templates: Use pre-designed templates to create playbooks that trigger actions based on specific lifecycle events.
  • Elements: Incorporate key elements such as omnichannel communication, guided selling, and automated content generation.
  • Structure: Build your playbook with a clear structure, including triggers, entry criteria, rules, and exit actions.
  • Rules and Conditions: Set conditions for playbook actions based on attributes, states, and metrics of the sales modules.
  • Action Library: Access a variety of actions such as sending emails, scheduling calls, or triggering custom API calls.

Measuring Success

Establish metrics to measure outcomes such as time to recruit, activation rates, and customer lifetime value.

Use the playbook dashboard to assess and optimize the performance of sales strategies.

What is a Journey Playbook?

A journey playbook is an automated guide designed for specific stages in a sales or marketing journey, such as agent recruitment, activation, engagement, and customer retention. These playbooks streamline processes, ensuring that sales teams can focus on high-value activities by automating routine tasks.

Elements of a Playbook

  • Create: From Template or Scratch
  • From Template: Select from a range of pre-designed templates tailored to common sales processes. Templates provide a quick start with predefined triggers, conditions, and actions.
  • From Scratch: For a customized approach, create your playbook from scratch. This method allows for a tailored set of rules and actions specific to your unique sales strategy.
  • Trigger: Module, Schedule, Entry Criteria
  • Module Selection: Choose the module (e.g., prospects, leads) on which the playbook will operate.
  • Schedule: Define the playbook's operating schedule, whether it runs at specific times or at regular intervals.
  • Entry Criteria: Set criteria to target a specific segment, such as leads in a "new" state or prospects that have shown interest in a particular product.

Rule Conditions Guide

Introduction to the supported attribute types and operators you can use to define conditions within your playbook rules. These definitions help tailor the playbook's actions based on specific criteria, enhancing the targeting and personalization of your sales or marketing strategies.

  • Attribute Types: Attributes are the specific data fields you can use to set conditions.
  • Operators and Their Inputs: Operators determine how the attribute values are assessed within conditions.

Actions: Types of Actions

Actions are automated tasks triggered by meeting specified conditions. They include sending emails, scheduling calls, updating lead statuses, and more, aimed at advancing the sales process efficiently.

Exit Action

Define an exit action to conclude the playbook's execution when no other conditions are met. This ensures a clear end to each automated sequence, such as sending a summary email or updating the lead status to reflect the completion of the process.

Playbook List View

Access a comprehensive view of all configured playbooks, including their status (active/inactive), to manage them effectively. This view allows for quick edits, duplications, and toggling between active and inactive states.

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