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
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2. Identify Your Buyers

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