Editor’s note: Sales managers and leaders are often faced with creating a sales playbook from scratch. The more inspiration and examples you have, the easier that task becomes. Here’s the second playbook in our series, brought to you by PandaDoc.

More than 8,000 companies use PandaDoc’s document management platform to send proposals and quotes (in fact, billions of dollars of deals have been closed with PandaDoc). I talked to one of PandaDoc’s sales managers to learn more about their playbook.

Sales Process

At its most rudimentary level, there are three stages of our sales process: Workflow Consultation, Relevant Demonstration, and Proposal Review. Depending on the type of lead, discovery call quality, and how the rep navigates the cycle, they can accomplish this process in as little as one to three calls.

We follow the same process with outbound leads, but it often takes a little longer because the rep may need to do discovery and demo with multiple stakeholders.

Sales Team

For inbound leads, we use live chat and full-cycle commercial reps working high velocity opps and closing dozens of transactions monthly. Our mid-market and outbound teams have a 1:1 SDR/AE ratio and follow an account-based model.

In total, there are seven SDRs, eight commercial reps, and seven mid-market reps on our team.

Sales Cadence

We use 14 touches for inbound leads until Marketing takes over and nurtures them with multiple drip campaigns. Our outbound cadences vary depending on the number of contacts at a given account but still tend to follow a 14/new contact touch SLA.

Outreach Email Template

A typical outreach email includes a simple introduction and inquiry about their pain or project and how we can figure out the best way to help. The tone is inquisitive, not aggressive. Our outbound messaging is all about personalizing a message that is relevant and tying that message back to our value prop. 

Connect Call

Here's how the typical connect call is structured:

  • Pleasantries
  • Reason for calling this prospect specifically
  • Learning about their business challenges
  • Suggestion to do deeper dive/potentially evaluate our solution


It's all about relevance and how well you have diagnosed the buyer’s needs. We want to relate to an individual’s specific needs in a complex workflow by showing how our product can drive change. We don't get into slide decks. We customize a demonstration to the use case and to the stakeholder’s vision.

The Strategy’s Evolution Over Time

We needed to add a layer to our stage progression when we moved upmarket. We were always aligned with the right decision maker in our smaller segments -- however, when we started selling upmarket, we learned that we were effective at selling to champions but needed work navigating larger organizations and co-selling with our champions. So Stage 3 (validate) became "closing a champion" and the remaining stages were designed around closing an economic buyer instead of just an influencer.

How Marketing Supports Sales

I meet with our Sales Enablement manager at least once a month to make sure Sales has all the content they need to be successful. Our VP of Marketing and Demand Gen teams also meet with our sales leadership about once a week. We discuss strategy, successes, and what's not working. Our sales reps also continually leave feedback for Marketing in our CRM so we know why a certain set of leads isn't working out and how we can improve our efforts to increase the quality of leads.

Building or refining your own playbook? Read our Ultimate Guide to Creating and Using a Sales Playbook.

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Originally published Feb 9, 2018 7:30:00 AM, updated February 13 2018


Sales playbook