Sales Enablement · case study
Singles & Doubles Playbook
The challenge
Marketing and Sales lacked a shared set of repeatable GTM plays aligned to pipeline stages. Campaigns varied dramatically across regions, leading to inconsistent execution and outcomes. Sales teams needed clearer messaging, competitive positioning, and activation guidance. There was no unified structure for connecting marketing content to sales motions. Enablement assets were scattered, hard to find, and not consistently updated.
How the work unfolded
1. Unified Playbook Architecture: Built a framework of "Singles" (quick wins) and "Doubles" (larger plays) mapped to pipeline stages
Unified Playbook Architecture: Built a framework of "Singles" (quick wins) and "Doubles" (larger plays) mapped to pipeline stages
2. Persona & Segment Messaging: Defined narrative frameworks and value stories for key segments
Persona & Segment Messaging: Defined narrative frameworks and value stories for key segments
3. Sales Activation Kits: Created talk tracks
Sales Activation Kits: Created talk tracks, email flows, competitive notes, and demo guidelines
4. Cross-Regional Standardization: Provided repeatable templates adopted across global enterprise teams
Cross-Regional Standardization: Provided repeatable templates adopted across global enterprise teams
5. Measurement Framework: Linked plays to SQL lift
Measurement Framework: Linked plays to SQL lift, opportunity progression, and deal acceleration.
The execution
Unified Playbook Architecture: Built a framework of "Singles" (quick wins) and "Doubles" (larger plays) mapped to pipeline stages. Persona & Segment Messaging: Defined narrative frameworks and value stories for key segments. Sales Activation Kits: Created talk tracks, email flows, competitive notes, and demo guidelines. Cross-Regional Standardization: Provided repeatable templates adopted across global enterprise teams. Measurement Framework: Linked plays to SQL lift, opportunity progression, and deal acceleration.
The outcome
Measurable impact across pipeline, efficiency, and growth.
Enabled global marketing and sales teams with standardized, high-performing GTM plays
Supported 65% lift in SQL volume
Improved consistency of pipeline generation across regions
“Enabled global marketing and sales teams with standardized, high-performing GTM plays”
Salesforce
Outcome summary
Expertise applied
Connected Topics
Use these nearby links to move from this proof point into the surrounding market and capability pages.
Technology & SaaS market context
See the broader industry page for GTM realities, proof, and adjacent capability pages.
Expertise applied: Account-Based Marketing (ABM)
Review the capability page behind this engagement to connect strategy with execution.
GTM field notes
Browse the blog for strategy, measurement, and operator lessons tied to this kind of work.
Explore similar work
Continue through the case studies or jump into the related expertise behind this project.