Good morning. I lead GTM for a start-up and we are constructing our foundational tool stack. The model is primarily PLG, however there is a need for classic selling and development of partners, which will resemble a typical B2B process. I am about to evaluate whether to just march forward with Hubspot, which we already have been using in a very embryonic mode, or evaluate moving to Attio which initial research suggests may better fit the overall GTM. NOTE: The decision whether to go all-in on Hubspot or to leverage a bespoke solution for marketing automation / messaging / in-product is a variable we have not yet locked down. I do not see us considering a heavy SFDC option. If you have some practical experience with these tools, I'd appreciate a short conversation or direct DM. Thanks in advance.
Not to avoid an answer (objection handling, use case pitches, these are both good answers), but it kinda depends on what the people being served by this "playbook" actually need and what context are they selling in. For example, if I'm operating top of funnel, a playbook might focus on all aspects of me preparing and executing a great first call. If I'm a strat seller and we're trying to move from product to value-focus, the playbook might be about tactics for preparing, holding and then following up on a value-centered conversation. The playbook could be limited to orchestrating a successful end-to-end legal negotiation, which often starts weeks or even months before an actual one. The worst play/playbooks I've seen pretend to package up a whole sales process end to end and pretend to be valuable. They are almost always too high level and fluffy to do any good at all. Hope that helps.
