6. Measure and Improve

Sales is a numbers game. And a sales playbook is only as good as the results it helps your team achieve.

If you’re not measuring performance, you can’t see what’s working and what’s not. And if you can’t see that, you can’t improve. It's that simple.

Seeing results from a playbook takes time. You’ll go through a cycle: Plan → Take Action → Review Insights → Improve. That’s how great sales teams get better over time.

Now that you’ve:

• Defined your Ideal Customer Profile (ICP)
• Mapped your customer’s journey
• Enabled your team with guides and processes
• Built a sales process inside your CRM

It’s time to measure performance.

Measure

Start with two types of insight:

Data-Based Insight

Track real numbers. These will help you spot where your sales process is strong and where deals are getting stuck.

Here are a few key metrics:

• Stage Conversion Rates – What % of deals move from one stage to the next? If many deals are stuck in “Discovery,” something’s off.
• Win Rate – How many qualified deals are actually closing?
• Sales Cycle – How long does it take to close a deal from start to finish?
• Average Contract Value (ACV) – How much is each deal worth?

These numbers give you a full view of your pipeline and help you forecast better.

Conversational Insight

Data tells part of the story. The other part comes from real conversations.

Listen to calls, join meetings, or read transcripts—especially at the stages where deals are getting stuck. You want to find out:

• Are reps using the guides and following the process?
• Are buyers reacting the way you expected?
• What’s missing or needs to be improved?

Improve

Use the insights you’ve gathered to update your playbook. Don’t let your playbook get stale. One simple way to improve:

Find out what your best reps are doing every month—and add those winning tactics into your playbook.

As your team grows, your product evolves, or your market matures, your playbook should grow too.

Here are more things you can add over time:

• Performance targets for reps
• Additional guides or templates
• CRM usage standards (e.g., keeping data clean, updating deals on time)
• Onboarding checklists for new reps
• Objection handling libraries

Remember, this playbook is a living document. Keep learning. Keep improving.

You now have a working sales playbook — but it only works if you measure performance and improve over time.

👉 Open the Sales Playbook Template^click and access the KPI Tracker. Customise it to reflect your numbers.

Set your weekly and monthly targets, track progress so you can spot what’s working — and what’s not.

Happy selling.