“You can’t grow with just good products.

“The playbook is the weapon for corporate survival.”

Many startups and companies are under the illusion that "growth is achieved simply by having a good product," but the reality is harsh.
The rate of domestic startups going out of business within five years is a whopping 66.2%.
Ultimately, no matter how good a product is, a company cannot survive without a sales structure.
Silicon Valley's successful companies, such as PayPal, Google, and Facebook, grew not only through excellent products but also through sophisticated marketing and sales strategies to expand their markets.
For businesses, investment capital is essentially "time," and if they fail to minimize trial and error within limited opportunities, they will never be able to cross the threshold of growth.
The key tool to solve this problem is the playbook.

A playbook is a sales organization's operational plan that organizes the entire marketing and sales process, systematizing the process from customer discovery to relationship building and contract conversion.
It is different in that it contains experiences directly verified in the domestic market rather than focusing on overseas cases.
It also presents a practical guide that addresses marketing and sales together and connects the two organizations into a single flow.
Anyone entering the B2B business world—from B2B sales leaders, startup CEOs, new business leaders, and even new recruits—will gain strategies and tactics they can immediately apply in the field.

It was the first time I felt that people were gathering around a brand that was not just talking about its products, but was also preparing stories that potential customers wanted to hear.
--- p.29

The fundamental principle of marketing and sales is always to help, not to sell.
By understanding your prospect's journey, providing value tailored to each stage, and focusing on solving their real problems, you can fill the bottomless pit and achieve true business growth.
--- p.34

The key is to 'differentiate' rather than judge all leads as being of equal quality.
This is called 'verifying' or 'selecting'.
Just because you have 1,000 leads doesn't mean you should have 1,000 sales meetings.
You will need to select and meet only your ideal prospects.
Hints about customers that will help you achieve your goals are in the sales productivity formula and ICP.
--- p.48

The beginning is to properly understand a single keyword that cuts through dozens of different channels.
That is, it is thought leadership.
--- p.68

While immediate results from prospecting are achieved through face-to-face channels, digital channels play a vital role in long-term brand building and prospecting with a higher level of sensitivity. --- p.69

Effective content marketing is like a salesperson meeting a customer and persuading them step by step.
Just as you wouldn't ask a customer to pay right away when you first meet them, you should also provide content tailored to their situation.
A framework for this step-by-step approach is called a 'funnel'.
It's almost like a dating process.
The process of gradually developing a relationship rather than immediately talking about marriage with someone you just met is an important approach in B2B transactions.
--- p.76

“We changed our website.” That’s Runway founder Siqi’s answer to the question, “Why is the company growing so fast?”
Runway, a financial management solution, saw a 100x increase in traffic and a 30x increase in sales simply by changing one website.
Toss Payments, a ReCatch client, increased its conversion rate for referrals by 2.6 times simply by renewing its website, without any additional marketing activities.
--- p.108

If you're planning a B2B website, understanding the characteristics of the various stakeholders involved in the decision-making process and crafting phrases that resonate positively with them can help increase your website's conversion rate.
--- p.117

It's time to perfect your website visitor experience so they convert into sales opportunities.
No matter how well you build a website, it's useless if it doesn't lead to actual conversions like "purchase inquiries" or "meeting reservations."
--- p.131

It is very important to respond within the golden 5 minutes when potential customers' interest is at its peak.
Responding within the golden five minutes after a prospect submits an inquiry form can quadruple your conversion rate to a sale.
According to one survey, more than half of B2B consumers decide to do business with a company simply because they get a quick response.
--- p.135


The reason we create a Sales Playbook is not to rely solely on the performance of a single, exceptional salesperson, but to enable any salesperson to achieve a certain level of repeatable sales.
The goal is to create leverage that can generate greater growth with the same amount of time and money.
To create such repeatable growth, we need to understand the complex world simply and clearly know what to take and what to discard.
--- p.220

Their core tool is insight.
Because there is insight, the questions are different, and because the questions are different, the depth of the conversation is different.
As the conversation deepens, the prospect begins to feel less like a waste of time and more like an opportunity to expand their thinking.
Rather than thinking of it as 'being sold to', think of it as 'a time to gain new insights'.

--- p.228