Mark Ward from Revenue Arc and Glenn Haertel from memoryBlue recently had a fireside chat about a spicy topic: sales action plans.We’ve all been trained on one or more (TAS, MEDDIC, etc.) but the job of a salesperson has evolved — especially with buyers who come loaded with information. Sales teams need to hustle harder (and smarter) than ever before and the old model needs a rethink.
As I watched the conversation (which is now available on demand here), I took away three things:
We need to ditch the one-size-fits-all mindset
Mark nailed it when he pointed out every sales playbook has got to be tailored. No two businesses—or buyers—are exactly the same. Each company has unique Ideal Customer Profiles (ICPs), distinctive sales motions and specific buyer personas. Without customizing your approach, you’re missing critical nuances that could win or lose a deal. If your approach isn’t flexible, your deals won’t be either.
Early conversations demand immediate value
Gone are the days of sales calls that wander aimlessly. Buyers are busy, overloaded, and impatient. Mark’s mantra, “Be brief, be bright, be gone,” sums it up perfectly. Sales reps must show up hyper-prepared, knowing precisely what their prospect’s goals, challenges, and KPIs are. Bring insights, offer a sharp, value-driven hypothesis right from the start and, most importantly, respect their time.
Humans still win complex deals—but AI helps
Sure, bots can handle the small stuff — transactional interactions or simple inquiries—but when stakes are high and deals are complex, nothing beats a human’s ability to build trust, read the room, and pivot on the fly.
Complex buying coalitions involve numerous stakeholders with diverse priorities and influences. Salespeople must navigate these intricacies skillfully. AI can certainly boost productivity and sharpen insights, but trust, relationship-building, and nuanced negotiation are still firmly human territory. AI is awesome, but it’s the sidekick…not the superhero.
The bottom line
Your sales playbook in 2025 isn’t about rigid steps or canned pitches. It’s about dynamic qualification, razor-sharp value delivery, and the perfect blend of human finesse powered by AI insights.
Watch the whole webinar here and let’s talk about what your team is using in terms of playbook to win the game!
