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Using Playbooks In Your Business

By Mike Midgley Posted 12 September, 2019 In Growth Engine Community - Article - Using Playbooks In Your Business

In this Growth Engine episode, I'd like you to think about using playbooks in your business.

 

 

Playbook Definition

Now, for those of you are not familiar with playbooks, you may know them as standard operating procedures or a checklist or a process list, summarised, it's how do we do a certain task or a certain process from beginning to end. 

And that may have multiple stages in them. 

The Benefits of Playbooks

I often get asked what are the benefits of using playbooks? 

Ultimately, if you think about what happens inside a business, usually people who have been there a reasonable amount of time do the tasks, do them well. 

But there's no repetition inside the business, one administrator may process a file slightly different or in a slightly different order to another administrator. 

Whereas, one salesperson, they'll use their sales skills, may go through the sales process with a client slightly different to another one.

So the benefit of using playbooks, 

  • They provide consistency

  • Consistency is what drives customer experience

  • Customer experience is what drives efficiency from your employees

  • Efficiency ultimately drives your bottom line and improves it

If you can do a process or a task or a job, it's not about doing it faster sometimes, but doing it regularly, doing it consistently, doing it well. 

You're going to maximise your employee's time, the resources that you need to invest to get the same amount of output.

Playbooks Should Be A Company-Wide Initiative

So playbooks are a wonderful tool to use. Often people will say, "Oh, I've got a playbook in marketing," or, "I've got a playbook in sales," but as I've touched on earlier, playbooks are a company-wide initiative.

Playbook Examples 

People Playbooks

If you hire a new recruit and bring them in, and it doesn't matter if that's a junior, an apprentice, somebody who is part-qualified or on top of the game.

Your way is still going to be new to them, the way you do things inside your business. 

Even for the most experienced individuals, maybe they went from one company to another company in the same space. Your company will still have its own culture, its own way, its own process, its reporting structure. 

So a playbook allows somebody to come in and review exactly step by step what they're required to do, in what order, and by what time, which is ultimately going to drive the output to be more consistent and efficient.

It also provides a better onboarding experience and that means your new employee is going to be engaged and providing service with the way your clients come to expect.

In recruitment, especially if you work in recruitment agents, you may have a specific way that you want to recruit. It may be a

  • Telephone screening call

  • Then a video call

  • A face to face interview 

  • An assignment to the shortlist of candidates to undertake for skill competency.

Ultimately, having a playbook that you could give to a recruitment agent that says, 

"Yes, you do what you do at your side vetting and screening. But once they come over to us, this is the process."

It's going to allow the recruitment company to shortlist and sift through the candidates a lot better. And if you're recruiting internally as well, your different departmental managers, you've got a playbook to boss your recruitment.

Finance Playbooks

Here are some examples of playbooks. 

We have a playbook in our business for how to load invoices on, how to manage our credit control and purchase ledger. 

Think about when you buy goods, whether that's a contract over a certain value, an item over a certain value. In your business, you may have to go and get a second signature or get approval. 

Your bosses or you as the boss may want them to go out and get three quotations or three RFQs, RFPs as you might know them. 

If you've got a playbook that says if we want to purchase or lease a new photocopier, the playbook could look like 

  • Approach three Canon dealers, 

  • Obtain and compare service contracts

  • Obtain and compare terms and conditions

  • Build Specification of functionality

  • Obtain quote

  • Shortlist and demo the machine

  • Finalise negotiation

  • Secure director approval

  • Order

  • Plan installation & team training

You can see, it's like a bullet point list and you don't have to have any fancy software. 

Although, at the end of this, I'll leave a couple of recommendations for playbook software too. 

Ultimately, you can see anybody coming into your finance department or your purchase department who needs to go and lease a new photocopier. 

You don't have to spend time explaining every detail of what you do. 

And ultimately, the work that that person brings back, it's going to be in line with your expectations.

Now, for all those who are jumping up and down saying, "Hey, that sounds like micromanagement." It generally isn't. 

This is empowering people to go and use their skills and to follow a process that your business needs doing.

Operations Playbooks

When you win a new customer, having a playbook for how your customer service teams will onboard a customer. 

  • When they make a telephone call?

  • When do they write a welcome letter?

  • When do they set up their account? 

  • How do they send out their account number or do the first onboarding call?

The same could apply for manufacturing a widget, fulfilment of orders, systems management and infrastructure. The list in operations is endless and playbooks can seriously assist you to get organised and deliver outstanding service both externally to your clients and internally to develop your team.

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Marketing Playbooks

There are so many users already in marketing, here are a few examples.

  • How do we do social media? 

  • What's our content strategy? 

  • What does a funnel look like? For awareness, consideration, decision stage. 

  • How do we buy and pay for media? 

  • How do we use an agency? 

  • What do we require?

All these steps that you go through before you either appoint an agency or implement a campaign live yourselves that could be broken down into 

  • Build your assets

  • Design the graphics

  • Record the videos

  • Edit the videos. 

  • TSH - GamePlan - Slick Covers _Marketing

Whilst this may sound like just a step by step checklist, the reality is it is but with proactive thought management so it works on autopilot, the difference is each task is allocated to a responsible person with a budget and timeline. 

Your own business will probably see situations like ours used to be where you've got two or three people in a different department all doing different things in different ways, or the same things in different ways, which is affecting your performance.

Sales Playbooks

Here at the SuccessHub, we have a fairly structured sales process where we have 

  • A connect call stage - just to see if there's a fit. 

  • A discovery call stage - where we go and deep dive to find out really what's it going off inside the client and to introduce our services. 

  • A goal planning meeting/call stage - to structure what objectives we would be trying to achieve once the client comes on board

  • A prescription stage - where we give a quotation out or an investment schedule. 

  • A negotiation stage - to follow up and restructure anything new or amend what was missed.

  • Then Closed Won or Closed Lost - based on the outcome.

We have a playbook for that, a step by step process, including scripts that serve more as a guide for the person to follow, and everything from 

  • Opening statements

  • Positioning statements

  • Objection handling

We've got a playbook that helps the sales team do this.

Governance Playbooks

This area is the most overlooked, however, should be a foundational set of playbooks to ensure you are trading legally and complying with the obligations you have as a business leader/director.

Examples of governance playbooks can include:

  • How do we keep our licences up to date, what are the processes that we need to go through? 

  • Do we need qualified personnel on the board, if so, what qualification and how do we hire? 

  • How do we keep our HMRC obligations up to date? 

  • How do we have our social responsibility activities in the community managed correctly? 

  • How do we report to shareholders?" 

All playbooks.

The McDonalds Effect

So, when you're thinking about it, imagine going into McDonald's. 

From the point that you ordered to the point that you need to sit down with your meal or you take it out from the drive-through. 

There is a systematic process where individuals have got specific jobs to do in specific orders that guarantee consistency at an output. 

I don't ever think anybody will out-systemise McDonald's. 

Ultimately, you understand that that is where you're trying to get to with playbooks.

Recapping Playbooks

  • Playbooks allow you to think through your processes

  • Playbooks empower your team 

  • Playbooks improve customer service

  • Playbooks improve efficiency

  • Playbooks ultimately improve your bottom line. 

Getting Started With Playbooks

So, how do you get started with playbooks? 

The cheapest and simple way, 

  1. Get a Microsoft Word document or a Google Doc

  2. Segment by department - Finance | Operations | People | Marketing | Sales | Governance 

Then for each department, pick out all the major tasks that they've got to do. 

And then just put some headers in the spreadsheet and then bullet points each task. 

For example task one, two, three, four, then five as it gets passed over or it's completed.

So that's a simple way of doing it. You could systemize that just off an operating procedure of something as simple as a Word document.

Team Involvement 

Don't do it yourself, get your team involved, especially the managers and an employee who's working in that department. 

Cross-reference it with another employee. Get the best process working for you and secure your team's buy-in, they will have lots to contribute.

Automate Your Playbooks Online

If you do want to go automated for playbooks, there are things like HubSpot and HubSpot Enterprise Systems, you can get playbooks and build those all out inside the app. 

They'll all link into your CRM, so you get salespeople up for sales playbooks, customer services people up for customer services playbooks, etc. etc. 

Or if you're not quite in the level of HubSpot Enterprise, that's absolutely fine, it is a big investment try independent apps like Process Street software that helps you grow and build playbooks and workflows with customised fields, drop-down fields, free text fields. 

And that can link back into your CRM for consistency of data across your tech stack.

Are You Using Playbooks?

So, I'd love to know, 

  1. If you're using playbooks and whether you use them across your entire business or just in certain departments. 

  2. I'd love to know how they're working for you if you've seen better results, 

  3. Or if you're just getting started and this helps you to process map out what you're going to do.

So, as always, leave us a comment below. 

We'll be happy to get any questions answered. 

As always, we appreciate you continuing your growth engine development.

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About The Author
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Mike Midgley

Mike Midgley is an experienced entrepreneur and executive board professional with venture capital experience and a proven track record in high growth business strategies. Throughout his career, Mike has achieved successful six and seven-figure exits plus he has raised over £1.6m in Venture capital and franchised his businesses over 68 times. As a podcast Host, Keynote Speaker, Angel Investor, Executive Coach and Non-Executive Director, he provides a motivational ‘hands-on’ driven approach that is supported by an extensive skill set across the fundamental disciplines of business. Outside of his executive services, Mike still plays an active role as the a Growth Engine Architect within The SuccessHub's HubSpot Inbound Certified Partner Agency channel that supports High growth SME's and Mid Corporate / Enterprise clients. Mike is passionate about giving back to the community, he is an active Business Mentor for Doncaster Councils 100 Mentor Program, plus he contributes to the SuccessHub Community Program and Charitable work where he raises money for his favourite charity the NSPCC.