How to build your first B2B Sales playbook

For founders and sales teams in Africa who know there’s room for improvement — but lack a structured, measurable, and scalable sales process.

1. Introduction

But before we dive into how to build your first (or better) playbook, let’s talk about a few common mistakes

2. Identify Your Buyers

But once you’ve got a few paying customers who stick, your next step is to go deeper, not wider.

3. Define Your Buyer's Journey

Now that your team knows who to sell to, they need to understand how those buyers actually make a decision to buy from you.

4. Enable Your Team

Now that you know who to sell to, and how they make buying decisions, the next step is to equip your team with practical guides

5. Build Your Sales Process

This is the most critical step of your sales playbook. It’s where everything comes together: your Ideal Customer Profile, your understanding of the buyer’s journey

6. Measure and Improve

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.

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