WHY READ THIS PLAY BOOK

the "customer experience ecosystem." Customer experience professionals in firms like Sky, Apple, Salesforce, and Delta Air Lines are

already crafting superior ecosystems that help customers achieve their big-picture goals. When other customer experience professionals orchestrate improved customer experience ecosystems, they'll drive increased customer value and create meaningful competitive advantage in today's dynamic marketplace.

What Is a Playbook?

A playbook is a collection of tactics or methods. When this definition is applied to business, we are essentially creating a document—the sales playbook—that characterizes the roles and responsibilities for each member of the selling organization, lays out clear objectives for each member of the team to support the business plan, targets setting and performance measurement, and provides a common framework and approach for most effectively developing and closing opportunities.

The sales playbook captures your company's knowledge about its markets, value propositions, offers, competitors, and best practices. These are the very elements that fall within the marketing organization's domain, which is why marketing plays a strategic role in developing the playbook.

Lissa.C is president of VEdge. For 10+ years, she has been helping CEOs and marketing executives at companies such as Sky, Elsevier, ING, Intel, Kennametal, and Southwest Airlines prove and improve the value of marketing.

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