In a startup’s earliest days, founders are the only salespeople by default. And founders who don’t have any previous sales experience are often surprised to find that they’re very effective at it. But this makes sense; after all, they’re the one who first saw the need for the product and drove its creation.

A few years ago, I received a call from the CEO of a nascent but fast-growing and well-respected enterprise software startup. He had a problem. His company had expanded to a 20-person sales force with a VP of sales at the helm, yet the sales team still needed his help to close most large deals and had missed their revenue targets for two consecutive quarters. He simply couldn’t continue to be the backstop for all the company’s salespeople.

I began working with the CEO to figure out why his sales team couldn’t reproduce his success. I started by asking his VP of sales a simple question: “Do you use a sales playbook?” The VP’s response was alarming. Not only did his team not use a playbook, he wasn’t even aware the team needed one.

Beyond a certain point, you can’t rely on intuition to drive sales. You need formal, repeatable processes that transform sales into a disciplined function rather than an improvised and inconsistent art form.

The playbook is a step-by-step description of the practices and behaviors you’ve found will lead to a successful sale. It’s how you teach your sales team what has worked for you, the founder and first salesperson, so it becomes second nature to them.

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