When to Develop a Sales Playbook Internally vs. Engaging a Consultant

New initiatives require thoughtful planning, and the development of a sales playbook is no exception. While hiring a consultant to facilitate this process can be beneficial, often the best approach is to involve both internal business owners and a consultant. This combined effort taps into the unique insights of the business and the external expertise of a consultant, ensuring a robust and effective playbook.

Why Internal Involvement is Crucial

Developing a sales playbook is a critical task that involves understanding the nuances of your business, customers, and market. This job requires intimate knowledge of your company’s processes and strategies. Leveraging the expertise of internal team members who are closest to the business can ensure that the playbook is deeply rooted in your specific needs and context. Internal people who own the business can bring a wealth of knowledge about the company’s unique selling propositions, customer segments, and operational processes. This knowledge is essential for creating a playbook that truly works in the real world.

Outsourcing vs. Facilitation

While it might seem simpler to outsource the entire process to a consultant, this approach can often be less effective. Consultants can provide specialized knowledge and industry best practices, but they may lack the intimate understanding of your business operations. By facilitating the development of the playbook rather than writing it, consultants can ensure that the internal team is engaged andinvolved every step of the way. This can lead to a more comprehensive and adaptable playbook that reflects the unique dynamics of your business.

Key Considerations for Consulting Involvement

Several factors should be considered before deciding to engage a consultant:

Time Constraints: If time is of the essence and the sales playbook needs to be completed quickly, a consultant can provide a speed boost by leveraging their industry expertise and best practices. Expertise: An experienced consultant can offer invaluable industry knowledge and best practices that your internal team may not have. This can significantly enhance the quality of the playbook and provide a competitive edge. Resource Bottlenecks: If senior business leaders are heavily occupied with running the operations, a consultant can provide a much-needed workforce to help develop and optimize the processes. This can free up internal resources to focus on core business activities.

Expert Insights

Steve Shu, an expert in incubating new initiatives, emphasizes the importance of leveraging both internal and external expertise. Shu, who authored Inside Nudging: Implementing Behavioral Science Initiatives and The Consulting Apprenticeship: 40 Jump-Start Ideas for You and Your Business, advocates for an involvement of consulting.But his focus is not just on writing, but on facilitating the process.

Shu believes that consultants are not just there to write the playbook but to assist in the development process, integrating the knowledge and experience of the internal team with their own expertise. This keeps the playbook rooted in the business while adding depth through external insights.

Conclusion

Whether to develop a sales playbook internally or engage a consultant ultimately depends on your specific circumstances. Combining the unique insights of your internal team with the strategic guidance of a consultant can result in a robust, effective, and adaptable playbook that drives your sales efforts forward. Consider the urgency of the task, the level of expertise required, and the resource constraints when making this decision. By choosing the right approach, your business can better position itself for growth and success.

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