SALES

Sales enablement and playbooks that reps actually use.

Enablement without a playbook gives you a pitch deck where reps invent their own story. A playbook without enablement gives you a Word document nobody picks up. We do it differently: we build the content package (pitch deck, one-pagers, battle cards and demos) and the playbook structure (stage-by-stage talk points, exit criteria, objection handling) in a single engagement. No loose documents, a working whole.

Book a strategy call Take the Maturity scan first

What do you deliver?

01
Sales content Pitch deck, one-pagers, battle cards and case studies. On-brand and up to date.
02
Playbook modules Discovery, demo script, objection handling and mutual action plan. Written on real deal recordings.
03
Library and tools HubSpot templates, sequences, snippets and version control. No 6 versions on Google Drive.

The observation

Plenty of material, little usage. Four moments where a deal tips and reps don't notice.

Enablement budgets mostly disappear into material nobody opens. Reps still build their own deck on Friday evening. And in discovery and demo conversations, 80 per cent of deals tip without anyone looking at it systematically. We do it differently: we start with what reps actually need, and listen to 10 to 20 real deal recordings before writing a single word. For the SDR cadences that precede this, see outbound prospecting. These are the four patterns we see in almost every team.

Three versions of the pitch deck

Marketing has v3 in Brand Center, sales uses v5 that someone modified themselves, and the CRO presents v7 on his own Mac. No rep knows which version is current.

Discovery is an interrogation

Reps run through a qualification checklist as if it were a tax form. The prospect feels interrogated, not understood. The conversation stays formal without any real pain discovery.

Demo is a feature tour

40 minutes showing product features instead of 20 minutes solving the pain found in discovery. The prospect glazes over and says at the end "we'll think about it".

No battle cards, no next step

Reps improvise an answer to competitor X on the spot. The conversation ends with "I'll send you a proposal" without any commitment. The deal sits in follow-up for a week.

How we get there

Three phases over eight to twelve weeks.

We don't write from theory. We first listen to recordings of your best reps and review the content that exists. Then we build content and playbook in parallel, in sprints. The final package lives in HubSpot, not in a Figma file nobody opens.

01 Week 1·2

Audit and listen

Inventory of what exists (decks, one-pagers, library). Audit of 10 to 20 call recordings from won and lost deals. Interviews with three to five reps about what they use, miss and build themselves.

Wat je krijgt content audit, pattern report and priority list

02 Week 3·7

Build and validate

Content production in weekly sprints: pitch deck, one-pagers, battle cards, case studies. In parallel we write the playbook modules and validate them on real deals with three reps and the sales manager.

Wat je krijgt content package and playbook modules in final version

03 Week 8·12

Adoption and coaching

Roll-out with role-plays per module. Demo coaching on recordings from the first week (with consent). Onboarding track for new reps. Coaching rhythm handed over to the sales manager.

Wat je krijgt adoption measurement, onboarding flow and live coaching cadence

Who helps you

Strategist, builder and RevOps lead.

Enablement and playbooks are writing work plus people work. Yoni listens and writes, Carsten builds the library and coaching loop, Carel maintains the connection with the broader sales engine.

The positioning and messaging come from the strategy layer.

Yoni Lammens

Strategist & Sales Enablement Lead

Reviews recordings, conducts the content audit and writes pitch decks, battle cards and playbook modules. Coaches your sales manager to run weekly role-plays and call audits independently.
Carsten Huiskamp

Consultant & online marketeer

Builds HubSpot templates, sequences, snippets and the central library. Delivers the adoption sessions, demo coaching and the 30/60/90-day onboarding track. Makes sure material not only exists, but is actually used.
Carel Schrier

RevOps Lead / Strategist

Ensures that enablement and playbook align with marketing positioning and service narrative. Final edit on pitch deck, battle cards and discovery. Joins the first meeting.

Case · B2B mid-market

From six versions of the deck and feature demos to a sales team that follows the same structure

A mid-market B2B team had three versions of the pitch deck in circulation, no battle cards, and demos that became 40-minute product tours. Ramp time for new AEs was six months. Win rate varied significantly per rep, and nobody knew exactly why.

In ten weeks we cleaned up the content to 1 deck with variants per ICP, battle cards per top-5 competitor and a playbook with discovery, demo framework and objection handling written on real deal recordings. Ramp time for new reps dropped to three months, win rate per ICP segment moved closer together.

What clients usually ask.

Honest answers to the questions we hear before almost every engagement.

Why enablement and playbooks together?

In practice they overlap. A battle card is enablement, the conversation in which you use it is a playbook. Halving ramp time for a new rep requires both at once. We sold them as separate services and in practice it always became one engagement, so we deliver it that way now.

Do reps become robotic from a playbook?

Only if you write it badly. A good playbook is a backbone (which questions do I ask when) without scripted phrasing. We write structure, not words. Reps keep their own voice.

Do we need Highspot, Seismic or something similar?

For mid-market B2B, rarely. HubSpot Documents plus a well-structured Figma is sufficient for 80 per cent, provided version control and an intake flow are in place. Highspot or Seismic pays off from 30 reps and complex content segmentation per region or product.

Do you work with Gong or similar recording tools?

For the audit and coaching we use what you have: Gong, Chorus or HubSpot call recordings. If you have nothing yet, we start with a temporary trial. For ongoing coaching, a recording tool is a very good investment, though not a prerequisite for the playbook itself.

How long does an enablement and playbook engagement take?

Eight to twelve weeks for the content package plus playbook modules plus adoption. Two weeks audit and listening, three to four weeks building, three to four weeks adoption and coaching. For enterprise with multiple ICP segments it can extend to 16 weeks.

What does sales enablement and playbooks via Addmark cost?

Our services are custom and usually sit within a RevOps as a Service retainer where strategy and execution come together. Book a call and we will put together a proposal for your situation.

Can we pick this up in-house?

Many teams have an enablement role or a marketing product manager who does part of this. We usually step in for the first sprint and the framework build, after which an internal role can take over. For an ongoing rhythm, someone with 30 to 50 per cent ownership is needed.

How do you measure whether it works?

Content usage per rep, win rate per ICP segment before and after, ramp time for new reps, and qualitative feedback from sales meetings and call audits. We set a baseline at the start and measure each quarter whether it moves. For an initial indication of where you stand now, take our Maturity scan.

Ready to start?

Ready for a sales team that works with the same materials and structure?

Start with a conversation. We do a light content audit and listen to a few deal recordings. Then an honest priority list and a focused scope.