Playbook for B2B marketers

Lead qualification

Help your sales team start stronger by priming leads before the call. Use smart qualification, pre-call assets and meeting insights to improve conversion and build trust from the very first touchpoint.

Lead qualification

Introduction

If you want your sales team to close more deals, you need to help them start with better calls. In this playbook, I’ll show you how to qualify leads more effectively and give your sales team a real advantage before the meeting even begins.

We’ll cover how to warm up and prime leads so by the time they show up, they already trust your team and know what to expect. I’ll also walk you through how to position the sales team as experts, not just people with a quota. That shift alone can make a huge difference.

You’ll also learn how to use data from calls, like meeting notes and questions asked to create stronger supporting assets. Things like slide decks, one-pagers and personalised follow-ups become easier when you have the right insight.

This playbook is about being genuinely helpful to your sales team. If you support them with the right inputs, the whole pipeline becomes smoother and more predictable.

Chapters

1
Chapter
1

Qualify and prepare for the call

Strengthen your pipeline by ensuring every deal is qualified the same way, every time.

1
Chapter
1

Structure your sales call

Run a consultative sales call that uncovers real needs, handles objections and builds trust from the first question.

Aircall

Aircall

Keeps your conversations connected and your team productive. Aircall transforms calls into actionable workflows.

Cal.com

Cal.com

Schedules meetings without chasing email replies. Cal.com lets anyone book time through your availability link.

Calendly

Calendly

Books meetings without the back-and-forth. Calendly lets leads, clients or teammates grab time based on your availability, instantly.

Lemcal

Lemcal

Adds smart booking flows to your email outreach. Lemcal lets leads schedule meetings without leaving the thread.

Spin selling
Book summary & review

Spin selling

Neil Rackham

Develop advanced sales techniques to uncover needs, handle objections, and close bigger, complex deals.

The Science of Selling
Book summary & review

The Science of Selling

David Hoffeld

Master evidence-based sales techniques to understand customer psychology, overcome objections, and close deals confidently.

Managing The Professional Service Firm
Book summary & review

Managing The Professional Service Firm

David H. Maister

Balance profitability, client relationships, and team efficiency with a practical guide to running service-based businesses.

Wiki articles

Go to wiki
Wiki

SQL

Streamline SQL processes to increase conversion rates and close deals faster.

Further reading

Scale the revenue, not the workload

Hitting sales targets feels impossible, because more traffic doesn’t work (anymore). Everyone’s busy, but you don’t know what’s working.